5 Expert Tips to Elevate Your Small Business Marketing

Phillips Edison is a proud partner with the SCORE Foundation to provide our Neighbors with free access to a variety of educational programs and expert mentorship from some of the nation’s top business leaders across industries and function supporting their growth. In a recent "Ask the Expert" webinar, Latoya Cooper, a SCORE mentor and volunteer, shared valuable strategies to help small businesses optimize their marketing efforts.

Below are five key takeaways: 

1. Know the Right Customer   

Understand who your ideal customer is - the one most likely to purchase your products or services. Invest time in learning customer dynamics by researching demographics, behaviors, psychographics, and geographics. This insight makes it easier to connect with customers on a personal level, helping them feel seen, heard, and valued through tailored marketing language. 

2. Create a Memorable Brand Experience 

After identifying your target audience, develop a brand experience that resonates with them. Think about the impression you want to leave and work backwards from there by shaping your brand identity to work towards that. Clarify your brand’s vision and mission and communicate how you plan to achieve those goals. Highlight what sets your business apart and emphasizes customer benefits through clear brand messaging. Your brand identity, voice, and customer experience should align to evoke the feelings you want customers to associate with your brand. Offer what customers need, even if they aren’t yet aware of it, and focus on building lasting connections rather than just making sales. 

3. Build Personal Connections with Customers 

Customers are more likely to buy from businesses they trust and have relationships with. People crave human connection during the sales process—they prefer being entertained and appreciated over feeling targeted by direct ads or sponsorships. Build trust by listening to customer feedback, being present, and advocating for their needs. Personalized experiences go a long way in fostering customer loyalty. 

4. Nurture Customer Relationships 

Strengthen customer relationships by staying engaged long after the initial sale. Participate in community events, host challenges, contests, and giveaways to boost brand awareness and loyalty. Positive word-of-mouth from satisfied customers will further solidify trust and attract new business. Authenticity, relatability, and showing how customers can support your success will deepen these connections. Customers want to see you win. Show them how they can contribute to your success.  

5. Maximize Social Media and Website Presence 

Be intentional with your online presence. Most customers conduct research online before making a purchase, often starting with social media and websites. Ensure that your social media and website are well-established and easy for consumers to find. Utilize keywords effectively in both search engine optimization (SEO) and social media to increase visibility. Leverage data analytics to guide marketing strategies, measure effectiveness, and optimize campaigns. Quantifying social media analytics helps keep efforts goal-oriented and ensures progress toward marketing objectives. 

These five strategies help small businesses enhance their marketing by focusing on branding. They not only help in attracting and retaining customers but also in building a loyal community that supports long-term growth.  By defining a target market, creating a compelling brand experience, personalizing customer interactions, fostering community engagement, and leveraging data-driven insights, businesses will be better positioned to strengthen their marketing efforts and achieve increased sales, customer traffic and loyalty.