Friday, 08 April 2022 16:05

    April Dispatch - Marketing for Small Businesses Featured

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    If you’re a small business, then chances are that you have a very small marketing team. Perhaps the team has 1-3 members, or perhaps the sole responsibility of marketing rests on your shoulders. With countless deliverables on your plate, social media marketing can take the back seat in your business to be picked up on a rather less hectic week. But guess what, the less hectic week never arrives. 

    Small businesses depend on local communities and individual customers. This makes social media an essential platform to connect with countless people or businesses that live in your area, to promote brand loyalty and the vision for your company. 

    We understand that tackling all social media at the same time can be a daunting task. Thus, we’ve focussed on the big five of social media to help you increase your brand awareness through the power of organic leads. 

    We’ve spoken about organic leads and their importance in the past issues of our dispatch. To access then simply login to the Vault. If you don’t have access or have forgotten your credentials, please email This email address is being protected from spambots. You need JavaScript enabled to view it.


    Facebook is one of the oldest social media platforms. It has a massive and ever-growing user base. It is home to almost 1 billion daily and over 2 billion monthly active users.  If your target audience is on any social media it is highly likely that they are on Facebook. 

    Facebook is a conversational platform. If your consumer or lead likes your Facebook page, it is likely that they would like to receive updates about : future sales, offers and promotions, new products, upcoming events etc. It is important that you keep your content organic and fresh on Facebook. 

    If you’re on Facebook, we suggest that you do some digging about the optimal times and days of the week. We are asking you to do this because – 

    a.     Every location will follow a specific rule

    b.     Every business is different thus the clients you attract will be different and research into their behaviour will help you market your products and services better. 

    People scrolling on Facebook are likely to see your posts alongside pictures and videos of their friends and family, so make sure you keep your posts casual but continue to provide value.




    LinkedIn is the oldest social media platform with a founding date in 2002. You know what else happened in 2002? Harry Potter and the Chamber of Secrets was released in 2002. Yes, LinkedIn has been around for a long minute. 

    LinkedIn also has over 250 million monthly active users, and it’s the most used social media channel for B2B i.e. business to business marketers to share content. 

    LinkedIn is a great platform to share insights about your company as you’re mostly catering to other businesses. They care about what you have to say. They want to know your takes on the industry that you’re in. Information regarding business-related updates are mostly appreciated on LinkedIn. It is also a great platform for short videos. If you have the ability to create a product or insight focused video, your engagement on LinkedIn can climb. 

    If you’d like to discuss video creation for your business, simply email us at This email address is being protected from spambots. You need JavaScript enabled to view it.

    Stay helpful in the content you share. Posts should be a resource for consumers to find ways to better themselves in your area of expertise or hear about product updates. You want to share the best aspects of your business, wins people can learn from, and insights they can’t get anywhere else.

    And speaking of posting, there are a bunch of social media marketing tools out there to help marketers be more effective in their organic social media marketing campaigns. For everything else, you can always give us a call  01522 822520!




    “Hooked: How to Build Habit-Forming Products” by Nir Eyal

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    “79 percent of smartphone owners check their device within 15 minutes of waking up every morning.”. This isn’t a made-up statistic, this is actually statistic provided by Facebook. Not just that, industry experts believe that we check our phone 150 times a day!

    Why do some products capture our attention while others flop? What makes us engage with certain services or products out of sheer habit? Are there underlying patterns in technologies that hook us? Nir Eyal answers these questions and many more in his book Hooked. This book isn’t for academicians and scholars, it is for the every man and I’m kicking myself for not having read it earlier. 

    Hooked has been described by its author as a guide to building habit-forming technology, written for product managers, designers, marketers, and start-up founders alike. The book aims to provides practical insights to create habits that stick and actionable steps for building products people love and can’t put down. 

    Have you ever caught yourself thinking “I’m bored” and before you know it, you’ve opened Facebook on your phone? Or thinking “I wonder what is going on in the world today?” and Twitter comes to mind? This is what Eyal calls “first to mind” solution. This is the solution that always wins. Businesses that form habitual consumption benefit in the long term as –

    ·      They increase their customer lifetime value 

    ·      They can create a more flexible pricing model in the long run

    ·      Growth of business through the network effect

    ·      Competitive advantage in the market as your customers are addicted to your products already.

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    The author describes the process of building a habit-driven strategy as the Hook Model.


    A trigger is something that forms a habit. There are two types of triggers that form a habit. An external trigger such as invite to join Twitter or any other social media website. An internal trigger is now that you are a part of Twitter, you’d wake up every morning and check the website for news and updates. 


    In Nir’s words – “To initiate action, doing must be easier than thinking. Remember, a habit is a behaviour done with little or no conscious thought.”  To increase the chances of you opening Twitter, it has been designed in such a way that over a period of time you start getting alerts on your phone to “things you may find interesting” on the website. 

    Variable Reward

    The anticipation of receiving the reward is greater than the reward itself. For example, if Twitter kept showing you the same updates every time that you went on the app, would you use that often? What if you got the same replies, and reactions to each and every post? Would you spend hours on the app then?


    An action that improves the service for the next go-around. Inviting friends, stating preferences, building virtual assets, and learning to use new features are all commitments that improve the service for the user.

    Hooked does a brilliant job in explaining how successful businesses engage their customers by creating and rewarding customer habits.  Here are a few questions the author asks us to ponder:

    ·       What habits does your business model require?

    ·       What problems are users turning to your product to solve?

    ·       How do users currently solve that problem and why does it need a solution?

    ·       How frequently do you expect users to engage with your product?

    ·       What user behaviour do you want to make into a habit?

    If you’d like to action some of these strategies to turn your business model into success, you can write to me here - This email address is being protected from spambots. You need JavaScript enabled to view it. .





    If you’re a small business owner, then you know how tough it is for you to stand out. It seems like there are 1000 marketing plans available on the internet, and everyone is competing for attention. A good marketing strategy is essential for the success of any business of any size. Marketing strategies help a business achieve sales goals as well as grow their branding initiatives. 

    As a business owner when you sit down to write a marketing plan, you need to consider what makes sense for your small business? What is current marketplace like? Where should you start or revamp? If you already have a marketing strategy, then you’d like to consider what is not working?

    We at Develop and Promote are here to help you out. We have curated a small list of tips to help get you started. 

    Tip 1: Build a Brand for the Right Audience

    It is important as a small business that your customers know what you stand for, who you are, what your company does, etc. It is also important that you target the right audience with your marketing content. For example, if you’re a business selling teacups in Lincoln, you don’t to target audiences in India! Imagine the shipping nightmare!

    As important it is that your customers recognize you from a logo, that is unique to your business it is also important that you know where your customers are. How do you go about doing this? Well here some more tips:

    ·      Know where your target market is

    ·      Define your niche 

    ·      Research your competition – their audiences and prices 

    ·      Segment your audience 

    ·      Tailor your messages and branding content for your audience

    ·      Don’t underestimate the power of offline marketing and good customer service

    We have spoken extensively about the importance of good customer service in the December 2021 issue of Darren’s Dispatch. You can access the Dispatch simply by logging in here -

    If you do not have access or can't remember your login details or have any other queries, please email This email address is being protected from spambots. You need JavaScript enabled to view it.


    Tip 2: Build and Online Presence 


    When it comes to advertising for your business, there are several strategies that you can follow. However, not all of them will work out the best for you or give you the results that you’d expect. While there are a lot of strategies that you could try, we could help you cut to the chase and give you some tips right now that will work for your business. 


    A.    Build a website 

    A website is a modern-day business card. The first thing that a potential customer sees when they type your name into Google, should be your website! This is how you make a first impression on your potential customer without having met them. A website is also the foundation of a marketing plan. 

    Companies can use their website to provide their customers with more information, grab free traffic via search engines, drive people to their social media and establish themselves as an authority in the marketing through helpful content.


    If your business is in need of a website, or if you’d like us to evaluate your website, just write to us at This email address is being protected from spambots. You need JavaScript enabled to view it.. 


    B.    Build your presence on Social Media


    If you’d like to learn how to build your presence on social media, just wait for the next issue of the Dispatch where we discuss all our social media marketing strategies with you!


    C.     Google My Business


    We are absolutely serious, just go ahead and Google our business. You’ll get a list of useful information about your business, including our address, contact details, photos, reviews, website URL, and so much more. 


    When potential customers see a business’s profile accompanied with good reviews or find your company listed at the top of the Google search, they are more likely to trust you!


    Tip 3: Invest in Search Engine Optimization (SEO) 


    SEO is the process of optimizing your website for Google and other search engines. By investing in SEO, you can improve your website's ranking in search results and attract more visitors.

    We will talk more about SEO in our next issue! 

    When it comes to optimizing your digital presence for your business, there is a lot that you can do for your small business that will cost you next to nothing. 

    Setting up an optimized website, giving your social media pages the same treatment, and claiming your Google My Business listing are the best places to start. After you’ve done all these things, it’s just about spending your time with engaging your potential audience. 





    Tesco here in the UK, launched a new marketing campaign in the beginning of March, targeting the German discounter Aldi, with it’s “Aldi Price Match” campaign. Tesco stated that “Our Aldi Price Match means we’ve matched the prices on hundreds of Tesco and branded products against prices in Aldi. Look out for the ‘Aldi Price Match’ in-store or fill your basket online.”


    In February, these red signs went up across Tesco stores all over the country. On 24 February, an ‘Aldi price matched’ 660ml bottle of San Miguel lager was £1.65 at Tesco – 14p cheaper than at Aldi. A four-pack of 440ml cans of Foster’s was £3.49 at Tesco and £3.75 at Aldi. The price war is not just limited to alcohol, Tesco reduced the prices of several of its products across all stores. 



    Aldi is clearly not alarmed by Tesco’s offensive. Quite the contrary, the retailer responded to the aggressive campaign with a bit of tongue-in-cheek: "We had a plan to price match Tesco but we didn’t want to put thousands of prices up", said one tweet. "The only way to get Aldi prices is to shop at Aldi", another ad said - soon followed by the hammer blow: "Tesco have dropped a few prices. Amazing. All our prices are low every day."  


    In short, it looks like Tesco is seeing its campaign come back like a boomerang...







    Whether you’re a new business starting out or an established business trying to branch out, having a clear vision and plan is one of the first things that you need. It does not matter whether you’re a one man show or an organization with 50 employees, or 5000. Without a marketing plan, you’ll just be flailing about. 

    A marketing plan helps you decide how best to allocate your resources to make the most sales. It helps you decide how you will sell your products or services to consumers, where you’ll sell your products and services, how much of your finances will be allocated to your social media, email marketing, or content marketing strategy. To put it simply, your marketing plan will describe the objectives of your business strategy.

    While no two marketing plans may look the same, they do share the same structure. This will include:

    ·      A clear list of goal outlining the Vision and Mission of the company

    ·      Research about your competitors, buyers, purchase cycles etc.

    ·      A detailed strategy

    ·      A definition of your key performance indicators etc. 

    Small Business Marketing

    Marketing is meant to raise brand awareness and build a pipeline of qualified leads that turn into sales. The main issues faced by a small business usually are a budget constraint or a lack of extensively exhaustive resources. However, there are key strategies that can help you achieve your goals without burning holes through your pockets. 

    We at Develop and Promote, have come up with a short list of strategies that you can follow as a small business, and reach your goals. 

    1.     Set clear Goals and Objectives

    It is easy to get lost in the mumbo-jumbo of all the marketing plans out in the industry. You may be tempted to try them all together. They’ll try to pull you into a gazillion directions and as a result you’d end up with a complicated and not easy to follow marketing plan. 

    Instead of being pulled in different directions, identify where your biggest impact will be. What is the biggest obstacle in your marketing plan pulling you back from achieving your goal? Setting clear and measurable performance goals will help you allocate your resources to the right strategies and activities. 

    It is important to note that your marketing plan is an ever evolving one. As your business grows, your plan will grow as well. It will evolve as your business needs evolve. 

    2.     Know your Audience

    They say “the riches are in the niches” for a reason. Rather than trying to cater to everyone, it is important to identify your niche and target marketing towards them. Knowing your consumer’s behavior – what pushes them to make a purchasing decision? What are they interested in buying? How do they react to existing competition? 

    Answering these questions will lead you to a better understanding of your consumers.

    3.     Value Proposition

    Your company’s value proposition is your core competitive advantage. It clearly states why a consumer should choose you over your competition. You need to answer the question – what you do better than anyone in the market? 

    4.     Understanding the value of life-long customers

    While new customers are always appreciated, it is important that you understand the purchasing power of your existing customers. Existing customers hold great value for your brand. Identify the opportunities for repeat purchasing, upselling and cross-selling. 

    Your existing customers already know and trust your brand. If you provide them a good experience, there are more likely to come back to you for more. Providing a good experience doesn’t mean that you offer the best discounts and the lowest prices, it means that you offer them quality services, for what is your value. 

    To learn more about repeat customers and how you can turn them into life-long customers, you can access our previous issues of the Dispatch here:

    If you do not have access or can't remember your login details or have any other queries, please email This email address is being protected from spambots. You need JavaScript enabled to view it.


    5.     Create a website 

    So many customers have come to us in the past and asked how they can enhance their online presence. The first step in having an online presence is building a professional looking website. A website is where you show your customers and potential buyers who you are, what you do, where you are and how can a potential customer get in touch with you. 

    A website is a channel that will always remain uniquely yours. Other channels may change the way that they look, their policies and guidelines, or they might just go out of style. A website will always remain yours. A website is also an important asset for you as it has the capability of generating organic traffic as well as is the place where you can redirect all your traffic from advertising to. 

    Write to us at This email address is being protected from spambots. You need JavaScript enabled to view it. for more information on building a website for all your business needs. If you already have a website, but would like for us to evaluate it, or audit it, you can simply write to us at the above. 

    6.     Social Media Marketing

    Social networking is one of the most powerful tools for you to connect with potential customers as well as keep an eye on your competition. Social media can help you increase your search engine rankings, and engage with potential customers. 

    Social media also includes Ads. Organic traffic takes a while to build, and as a small business, you’ll want to invest in short-term plays as well. While we definitely suggest that you take the time out to develop long-term strategies to build organic traffic, we also suggest that you use Google Ads and social media marketing in the short-term to achieve your goals. 

    To learn more about Google Ads, you can read our blog here: AI, Small Businesses and Google Ads.

    Not sure where to start? Give me a call at 01522 82250 and we will help you figure it out. 

    To see all other Darren's Dispatch's please click here: will need to log in to access them. 

    If you do not have access or can't remember your login details or have any other queries, please email This email address is being protected from spambots. You need JavaScript enabled to view it.


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    Read 346 times Last modified on Friday, 22 April 2022 14:58


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