So you are starting a new business? You are excited to get the ball rolling…making sales, booking calls and clients, but your marketing budget is miniscule.

We’ve ALL been there. One thing I like to tell my clients and even myself is that the first year even the second year is an investment for your business. So where should you start?

Let’s start from the beginning before digging into the online tools for business.

Why did you start your business? Why are you passionate about the work that you are doing? Why should people invest in YOU?

Have your answer?

Once you start to uncover these truths you can move on to building your ideal client or as I like to call them “client personas.” These are essentially avatars of clients that would ideally invest in what you have to offer.

Finding your audience

A lot of people think that EVERYONE is interested in what you have to offer, when really you have a very specific audience who wants exactly what you have. This is usually better. When marketing to a broad audience you find yourself getting stuck on the content you need to provide and the messaging behind a campaign you are running or what you are trying to sell. When you have a more niche audience it is much clearer to create the content and messaging that will convert. 

If you are selling wellness products you market to a wellness audience. If you are an Interior Designer in Charlotte then you should be marketing to new homeowners in the Charlotte area and so on and so forth. 

A mistake I have been seeing a lot recently, especially in the world of digital marketing, is that small business owners spend a lot of money, time and energy into relying on one platform to do the work for them. What I mean by platform is Instagram, Facebook, LinkedIn, Twitter, Email Marketing, Podcasting etc. 

Ever heard the term “putting all of your eggs in one basket”? Well if that basket breaks or someone steals your basket all of the eggs are gone! So why would you do that when it comes to marketing your business? 

With marketing/advertising platforms constantly evolving it is important to cast a wider net with additional online tools for business like email marketing, podcast advertising, influencer marketing and so on. 

Top online tools for business

So here is a list of some of the platforms that I like to combine for specific industries:

E-commerce:

Shopify – This is my preferred website platform for all things e-comm. Shopify integrates with just about everything! Facebook, Instagram, email marketing, CRM systems and more!

Klaviyo – This is an email marketing platform that helps you build funnels for people that have abandoned their cart and even past purchasers. Their reporting is exceptional and very strategic. 

Facebook Advertising – I may be biased, but when it comes to marketing your e-comm business Facebook is the way to go! Social media is all visual so get your best photos, videos and GIF’s together! 

Instagram Shopping – If you haven’t connected Instagram Shopping to your Instagram account…pause run and do that ASAP… Instagram shopping allows for customers to buy directly from your Instagram post without the hassle of searching for the product they loved on your feed. 

Google Shopping – Google Shopping allows for customers to shop directly from their Google search. It is the perfect way to re-market a product or acquire new customers. 

Service-Based Industry: 

Squarespace – Again, I may be biased, but Squarespace is probably the best platform when it comes to marketing your service based business. It also integrates with just about everything! This platform is also extremely user friendly…no code needed!

Calendly – Automation should be your best friend and Calendly is mine. This is one of my favorite online tools for our business and the BEST way to schedule calls with potential clients. 

Typeform – Planning a giveaway, form submission or just need answers? Typeform is the absolute best! 

LinkedIn – Depending on your industry, LinkedIn is a great platform to reach professionals. 

Facebook Groups – You heard it here first… I have found MOST of my clients through Facebook groups, and from acquiring them via Facebook I have had many referrals. There is a group for just about every industry!

Facebook Advertising – Defined Media has used Facebook Advertising to collect leads for service based clients along with building an email list!

Mailchimp – Building flows, automations, landing pages. Mailchimp is also an incredibly user-friendly platform!

At the end of the day this is your business. Why would you want anything less than perfect? With so much new technology and tools, marketing platforms and the rise of social media you can truly set your business up for success!

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Melissa Maulini | CEO | Defined Media