Marketing Lessons from a Small Business Journey: How to Survive and Thrive?

Many people think marketing is only for large corporations with huge budgets. But in reality, even small phone repair shops can build a brand and attract new customers if they know how. This isn't a story about a pandemic, but about the changes in how I marketed myself after the world changed the way we work and communicate. The market has been volatile since 2020, and I'm sure you've felt it too. Familiar revenue streams have disappeared, in-person strategy sessions have been canceled, and uncertainty has loomed. In this context, the ability of a small business to pivot and fight becomes more important than ever.

Networking is More Than Just Connecting with Customers

In my 19 years as a freelancer, I've never had trouble finding work. But that also meant I missed opportunities to build an online presence and benefit from old backlinks. So, what did I do to strengthen my online presence and gain new clients? First, I focused on connecting, but not in the traditional way – sending messages to potential clients – but by connecting with people in the same industry. They might be competitors, but they are also the ones who have found their own niche and succeeded. By continuously connecting, I gained more talented individuals to collaborate with or get referrals from. One of the "competitors" I had a Zoom call with gave me great advice: advertise.

Google Ads: An Opportunity for Niches

There are many ways to advertise, and each channel suits different types of businesses. For example, an iPhone repair shop in Calgary could leverage Google Ads effectively. However, for items like clothing or shoes, the cost might be too high. Conversely, niche products or services within a specific geographic area are very feasible. How do you know? Do thorough research. I learned more about Google Ads campaigns, analytics, and SEO than I ever thought I would. The first step is keyword research – the words or phrases potential customers will use to find your product. Google Ads has a tool for this, but I recommend Semrush because its proprietary metrics like Authority, Visibility, and Keyword Difficulty help assess the level of competition.

Hiring Experts: A Smart Investment

Managing all of this alone while running a business is incredibly difficult. It's time to hire people. The metrics from Semrush can help you find SEO specialists. If they say they can't rank for a keyword, but Semrush rates the difficulty as "easy," ask questions. A full-service agency can build a website with meta tags, develop an SEO strategy, and create Google Ads campaigns. You can also look on Fiverr for lower costs, but be careful of those lacking experience or trying to sell unnecessary services. It's like taking your car to a mechanic – they know you're not an expert and might take advantage of that.

Learn, Experiment, and Grow

Utilize the channels that your ads indicate can bring in revenue. Have you ever heard the story of "this product started as X and is now Y"? How did that happen? They set a specific goal, received feedback from marketing and consumers, and identified a need for something else. Look at the search terms in Google Ads. Are they accurate? For example, I saw "sketchnotes" and "graphic facilitation" were correct, but I also saw "ai" and "ai notetaking app" – I immediately added them to my negative keywords. I also saw "Fiverr," so I created a Fiverr account and got referrals from there. Check your search terms weekly so you don't pay for dead leads.

Persistence and Connection

Building an online brand and identity is truly challenging, but the more you connect with people, delve deeper, and persevere, the more successful you will be. This is a personality type – not everyone survives. I, as an endurance athlete, keep trying. I don't recommend cold-calling people who might be interested on LinkedIn – I only got a few warm clients from that. Post valuable content. I haven't started TikTok yet, but it's on my list. I know social media is crucial in a digital strategy, but I'm an old Millennial and really don't want to use TikTok. Rely on your network. There are people who have always believed in you and want to help. Just ask. Move forward, learn, experiment, and grow!

Have you tried any marketing strategies for your small business? Share with me!