9 Mistakes to Avoid When Creating Your Business Blog

Use your blog to its full potential, and you’ll find your website getting more traffic, your customers interacting with you more, and your business getting more sales.

But if you blog the wrong way, you won’t only miss out on all those benefits – you could actually hurt your brand and repel your ideal customers!

That’s because a blog is a huge part of your brand. It gives your company an opportunity to establish a unique voice that helps you stand out from your competitors.

But with that opportunity comes risk, because if you don’t establish a unique voice and put effort into creating content that is relevant and helpful to your audience, you might as well not blog at all.

That being said, don’t give up on your blog just because you aren’t seeing the results you want from it yet. It takes a lot of effort and time to nail down and implement an effective blogging strategy.

Check out the following mistakes, see which ones you’re making, and use what you learn from the advice here to improve your business blog.

 

1. Using your blog to share company news

Lots of businesses – especially in the B2B world – use their blog to share company news. To put it bluntly, that strategy doesn’t make sense at all, and it doesn’t help them build a following.

Why?

Because potential customers don’t care about company news. They care about reading content that will help them solve their problems. And company news doesn’t do that.

So, stop sharing company news and start giving your audience more of what they want – actionable, insightful content that will help them achieve their business goals quicker.

 

2. Stuffing blog posts with SEO key words

Over-optimizing blog posts by stuffing them with key words used to be an effective SEO strategy, but not anymore. Google now penalizes content that is stuffed with key words.

That’s why you need to focus more on content marketing as a whole – not just SEO. You should still use key words in your blog post content, titles, and URLs, but never add so many that it’s obvious you stuffed your content with key words.

If you do, both Google and your target audience will disapprove of your content.

 

3. Being overly corporate and formal

Let’s be honest – lots of business blogs read like they were written by a pretentious technical writing professor.

This is a major problem because people don’t enjoy reading bland content. They want to learn something useful while feeling connected to the writer, and you won’t connect to anyone using unnecessarily complex language that confuses more than it communicates.

In fact, studies have shown that online content should be written at a middle school reading level for maximum effectiveness.

So, keep it simple by writing your posts in your own blogging voice. And show some personality too! You want people to actually like you after reading something you’ve written – if they like you, there’s a good chance they’ll be more willing to buy from you.

 

4. Publishing content that is clearly self-serving

When people come to your blog, they’re going to leave immediately if your posts read like a sales pitch. That’s because people don’t want to be sold to – they want to be informed.

So, if you’re putting “contact us today!” in every post (or a similar call to action) and not getting the loyal following you’re after, it’s probably because you’re pitching too hard.

If you really want to use your blog to sell the smart way, you won’t randomly pitch your services within the posts all the time. Instead, you’ll offer free downloadable content that a customer can get by giving you their email address. Then, you can use email marketing to sell to that customer.

While it’s not an instant way to sell, it is an effective way to sell, and that’s what matters the most.

5. Neglecting to add images to your posts

Did you know that articles with images get 94% more total views?

It’s true. Plus, you can use images to improve your SEO if you optimize them correctly. So, if you’re not using images within your blog posts right now, just think about all of the engagement and sales you could be missing out on!

But maybe you’ve thought about using images before and just haven’t done it yet because you don’t know where to find them or how to make your own. If that’s the case, try one of these tools:

  • Shutterstock – Pay a monthly fee, and you’ll be able to download a specified number of images to use for your business. They have tons of images, and lots of them are high-quality.
  • Pixabay – You’ll find free downloadable images here, but they don’t have nearly as wide of a selection as Shutterstock. However, if you’re short on cash and just need some basic pictures, this is probably your best bet.
  • Canva – This free graphic design app is awesome, and you don’t even need design skills to use it. You can drag and drop different elements to create social media images, branded cover photos for social media profiles, and – of course – blog post images.

Also, you can add screenshots to explain the points you’re making in your blog posts to make them extra effective. You may also consider using charts, graphs, and infographics (as long as you have permission from the graphic’s creator). The visual learners among your readers will love you for it!

 

6. Failing to promote your blog

Don’t create content if you aren’t willing to promote it. You can’t expect to gain lots of readers just because you published a blog post – you’ve got to get active online where your audience hangs out and share your posts there!

Derek Halpern of Social Triggers even says that you should spend 20% of your time writing a piece of content and 80% of your time promoting it. So, if you aren’t prioritizing post promotion right now, make changes to your content strategy that will allow you to do so.

 

7. Failing to break up the content in your posts

Most newbie bloggers’ posts look like gigantic walls of text. And when a reader lands on a post like that, they’ll be too intimidated by all of the content to read it.

To combat this issue, write content that people can easily scan for important points by:

  • Using bulleted lists (like this one!)
  • Including images and white space
  • Keeping paragraphs and sentences short and easy to digest

Doing so will greatly improve your blog post’s readability, and you’ll be much more likely to get positive results.

 

8. Ignoring reader comments

When someone takes the time to make a positive comment on your blog post, you need to take the time to respond.

Why?

Because it’s a chance to talk to your potential customers directly and start building relationships with them. And when you build relationships with your target audience, it’s a lot easier to sell to them.

The more in-depth you can go in your responses to comments, the better.

In other words, don’t just say “Thanks!” and leave it at that. Instead, be insightful and continue the conversation. It might be a bit time-consuming and tedious, but it’s completely worth connecting to your audience. Plus, it’ll help you establish yourself as an expert in the eyes of your readers.

 

9. Outsourcing your blog content creation to a sub-par writer

I get it – you might be too busy to write all of your blog content. And it’s completely okay to hire a ghostwriter or bylined contributor to handle it for you.

But what’s not okay is hiring a writer who can’t produce high-quality content that turns your readers into loyal customers.

So, don’t get on Upwork and hire the first writer you see for a penny per word. Instead, do a quick Google search to find the type of writer you’re looking for. If a writer has a professional-looking website full of testimonials and solid samples, you can feel confident knowing that you’ll get a good return on your investment.

But make no mistake – it will be an investment. The best writers often charge hundreds of dollars per blog posts because of how much time they spend writing them.

As with many other things, you get what you pay for, so set aside a chunk of your marketing budget to devote to an expert writer. Don’t sacrifice your brand and your content marketing just to save a couple hundred dollars a month, or you might as well not produce any content at all.

And make sure you don’t give up on your business blog just because you don’t see results quickly. Even if you’ve got amazing content and a solid promotion strategy, it’ll likely still take several months for you to start winning new customers with your blog. But if you’re willing to work hard at blogging, your efforts will pay off in the form of new leads for your business!

Have you made any of these mistakes with your business blog? Share in the comments section!

[Infographic] 8 Free Apps Every Event Planner Needs

Running an event can be tricky. Whether it’s a graduation, wedding or a work function, there are so many factors to consider when running any event. While you’re wading through endless checklists, last minute mishaps can often occur. These mishaps make it difficult to keep you and your event on track. When you’re working in a team, coordination can be difficult. Over the past year, there were over 230 billion app downloads from the Android and IOS app stores – there are thousands of apps that can ease any problem you may have.

The only problem is that we may find ourselves short on time to peruse our plentiful app options. Luckily for us, Team BAWE created this lovely infographic that is our guide to best apps on the market. These handy apps will help with everything from communicating with team members to collecting event images. Let’s check it out!

Have you used any of these apps? Let us know below!

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Jason Michaels owns Black and White Events, Ireland’s premier photo booth specialists. From Cork to Donegal, Team BAWE provide luxury photo booths and LED dance floors whatever the occasion. Their ethos is their commitment to quality and service every step of the way.

Ignite The Gears Podcast: Climbing Up The Ranks

Don’t forget to subscribe, rate and review our podcast on iTunes, click the link below.BuildFire iTunes Podcast

With us today, is Dominic Wells. The Co-founder and director of strategy for ownyourpage.com. He will be talking to us today about rankings and improving your company’s search presence through Google

Organic vs Local Search Engine Optimization (SEO)

Organic seo, also known as regular seo, is done for global businesses or entities that only require an online presence such as an e-commerce business or a blog. These types of businesses have no need for a geographical location in their search terms.

Ranking for an online business is much more competitive. As an online business you will be competing globally for ten spots on Google’s first page. This is especially difficult when you are competing for general industry terms such as “Tooth care” and “Best ways to whiten your teeth”

Local seo is used for businesses that have a physical location which customers visit such as a clinic or a restaurant. Local seo can also be used by tradesman such as electricians or plumbers to let people know they provide their services in the area.

Ranking for a local search term is also much easier. You will have less competition trying to rank for a local term such as “Dentist in Austin”. With local seo you will only be competing against people in your city or your neighborhood which radically increases your chances of being in the top three searches in Google.

Set up your Google My Business

Creating a “google my business” account is the first step to getting your business to rank on google. This is essentially an online business listing which showcases your business on google’s search results. After you create your profile, be sure to fill out all the contact information for your business such as the name, phone number, address as accurately as possible.

To verify your information, Google will send out a postcard with a code to your business address. Once you get this code you simply type it into your account. This lets Google knows your business is real and allows you to start advertising your business on Google.

Claim your business

Most of the big directories such as yellow pages will find businesses on their own and create a default listing based on whatever information they can find. The only issue with this system, is that your business will not be presented the way you want it to be. To avoid outdated information and to sustain consistency, you should claim your business with these directories.

Every directory has a different procedure for claiming your business but for the most part you just need to reach out. Let them know this is your business and that you would like to claim it. They will either allow you to easily update the information or they might need proof you own the business. Generally they will just call your business number to talk to you.

Citations

These are virtual mentions of your business found in listings and directories such as Yellowpages and yelp. Make sure your citations are all consistent and accurate as well. All your contact information has to be written exactly the same in every citation and directory.

Geo Tag Your Images

Use geoimgr to tag all your images with your business location. You simply drop a pin on the Google map and then it is tagged with those coordinates. You then download the image again, save it, and use it for your website, directories, and Google my business page

Geo tag all your pictures. Everything form your company logo, a picture of your office, or your product should be tagged with your coordinates. You simply

On-page Seo

This type of seo is done entirely from the content you have on your website. Google scans your content for key words so it knows exactly what type of company you are.

The best way to help Google categorize your company is by having key words and phrases that describe who you are, what you do, where you do business, and why you exist.

Having these questions answered on a paragraph in your home page gives both your readers and Google a clear snapshot of your business.

For example:

  • We are professional eye doctors (who you are ) serving the Austin Texas area (where you do business). We offer comprehensive eye examinations for adults and children in underserved communities (what you do). So that everyone may see a brighter day (why you do it).

Get Reviews

Reach out to all your beloved customers and ask them to review your business. These reviews will help build trust for your business and make your company more visible in google’s search.

You are not allowed to bribe your customers into giving you reviews because all reviews must be genuine. The best way to guarantee great reviews is to treat your customers with respect through exceptional customer service.

What is google’s local 3-pack?

The 3 pack is known as the first three local businesses that appear at the top of the search results. In this search result you will also find the top three businesses labeled as an “A, B, or C” on a Google map. As a local business, your goal is to become one of these three because they receive the most attention from searches and the most clicks to their website.

Should you start a blog?

If your company is based entirely online then a blog is the best way to gain more rankings. You are also able to utilize content based marketing to bring in more customers. When you post content through your blog, you are also telling Google that your business is still alive.

If you own a local business then building out a blog won’t increase your rankings too much. This is because google doesn’t expect you to be putting out too much content since your website is meant to be a storefront.

A blog for your local business can be used to bring value to your customers.Your superior knowledge can be the ultimate deciding factor for your customers. They will be more likely to trust your product if they can trust content.

Free DIY Ranking Course

We know you might still have a lot more questions on Google rankins and growing your online presence.. So our good friend Dominic Wells has created a free course to teach you everything you need to know! If you want to get in touch with Dominic, feel free to reach out to him here

Till next time…

We hope this podcast episode has given you valuable insight to scaling your business. As always, we are committed to your success and we believe in your mission.

4 Must-Watch Mobile Marketing Trends in 2016

Every year we see a perceptible shift in marketing trends, be it the emergence of social media marketing or the importance of mobile marketing, each year brings a new trend with it. In the recent few years, marketers have been extremely vigilant about mobile marketing as the budget and spending for mobile advertising and marketing has grown significantly. So let’s get on with the 4 biggest trends that are changing the scene for mobile marketing in 2016.

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#1. Mobile Friendly Websites

When Gartner predicted that M-commerce will reach almost 50% of E-commerce revenue by next year (2017), e-commerce companies all over the world started rushing to provide a streamlined shopping experience over desktop and mobile. Customers are choosing only those website builders which offer responsive templates; this speaks volumes about the emergence of mobile-friendly websites. Also, there is an increase in the number of dedicated apps, as 2016 has seen substantial growth in app indexing, i.e. SEO optimization on Google and app store.

Tips for Marketers

  • Ensure your company has a responsive website, even better if you can push them for a dedicated app.
  • Design a new campaign for promoting mobile-friendly website or app.
  • Optimize email marketing by segmenting mobile and desktop users and sending customized emails.

 

#2. Vertical Video Ads

In the last few years, vertical ads have become quite popular with companies like Burger King running vertical ads on Snapchat. However, the trend now is going to evolve in to vertical video ads, which to be frank has been a sensible shift as rotating the mobile screen every time you want to watch a video is quite annoying.

Tips for Marketers

  • Create vertical video content and show only vertical videos to mobile users.
  • Adapt old videos to vertical format.
  • Use tools like Crop Fill and RVF to optimize your videos.

 

#3. Social E-commerce Integration

According to Alex Frias of Track Marketing Group, native e-commerce integration on social media websites will be the biggest market disruption. What this means is that users will be able to make purchases from their phone or desktop on a brand’s social media page. Shopify has been offering Facebook Buy Button since a long time which enables Facebook users to buy from Facebook itself and now it has come up with a Twitter Buy Button to add to its offerings. This is a great opportunity for marketers to monetize their social media platforms.

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Tips for Marketers

  • 60% of social media time is spent on smart phones. So while your customer is scrolling down on Twitter or Facebook, you can trigger their buying instincts with this single buy button.
  • It is extremely easy to integrate buy buttons on social media pages, and you as a marketer should be able to drive more sales and generate leads via it.

#4. Mobile Marketing Automation

This is perhaps the most important trend in mobile marketing recently. Mobile marketing automation will be seen at its best with predictive analytics, user behavior testing, email marketing and personalized content will become the mainstays of mobile marketing. Companies will have to evolve in a way that they create different customer personas and then craft different content based on these personas. Even marketing automation providers are taking mobile seriously with more mobile friendly features and dedicated mobile marketing campaign platforms.

Tips for Marketers

  • The sooner you adopt marketing automation, the better. Marketing automation software provides valuable intelligence on your customers so you craft better campaigns with more suitable content.
  • Best part is it leaves out the guess work out of marketing, so all your campaigns perform better than expected.
  • It also helps you save time, which can be better utilized for creating unique content for each persona.

 

#5. Bonus Trend

No mobile marketing trend prediction is ever complete without mentioning Snapchat. This mobile social media platform is breaking patterns at many levels. If you haven’t cornered the market on Snapchat yet, do it at the earliest.

Tips for Marketers

  • Snapchat will soon be coming up with location-based ads, so be prepared to include that in your suite.
  • A lot of companies have set aside budget for Snapchat advertising, this is a must do in 2016.
  • Snapchat is famous for scavenger hunts, flash sales, contests, etc.; include these in your campaign.

 

Recap

So let’s do a quick recap of what we learnt about mobile marketing trends for 2016:

1) There’s no way one can go on without mobile friendly websites or apps.

2) Optimize your videos for viewing in portrait or vertical mode.

3) Marketers must focus on creating social commerce campaigns

4) Mobile marketing automation is no longer indispensable if you want a competitive edge over others.

5) Snapchat is not the future, it is the present of mobile social media.

 

About the Author: Amy Simone moonlights as a freelance web designer. A tech-enthusiast and a fitness freak, she is always eager to share her expertise through her blogs. Follow her on Google+.

 

How to Market Your Small Business on a Budget

It’s a new year—and for small business owners, that means new goals to achieve: More leads, more sales, more return customers, whatever your metrics for success happen to be. If you’re like many small business owners, however, you don’t have the budget (or the time) to devote to marketing to help you achieve your goals.

Fortunately, there are lots of marketing ideas and tactics you can implement that get great results and don’t break the bank. Ready to jumpstart your small business marketing? Check out these # budget-friendly marketing tips every small business owner should try.

Implement a Content Marketing Plan

If you have a website, you can get started on one of the most valuable trends in digital marketing. Content marketing is a way for you to connect with your customers and potential customers in a personal, non-salesy way that helps you establish relationships and grow your brand awareness.

Think you’re not a writer or can’t possibly have anything interesting to say? There are lots of ways to make content marketing work for you. Check out these examples anyone can adapt and use:

?Make a how-to video tutorial. A restaurant owner, for example, can demonstrate how to properly open, aerate, and decant a bottle of wine. A fashion e-commerce business might show several ways to tie a scarf. Think about what you know that your customers might want to learn—and then show them how to do it.

?Create or curate a best-of list. Numbered lists are extremely popular content and they’re easy to put together. Again, approach this with your customer’s needs and interests in mind. A gym might publish 8 Best Fitness Apps for iPhone, for example, while a farmer’s market might curate 6 Best Recipes for All Your Zucchini. Be creative!

?Write a product review. Even if “creative” writing isn’t your thing, you can easily craft a product review. Use bulleted lists of pros and cons or a quick spreadsheet comparing two or three different products.

?Show the hidden side of your business. Interview one of your employees and explain his role in the business. Walk customers through the manufacturing process for one of your products. Do you sponsor a local charity or sports team? Share pictures of the events you participate in.

?Ask for guest posts. You probably have lots of untapped potential in your employees and co-workers; give them an opportunity to share their expertise and information, whether it’s an opinion piece, a recipe, some technical insight—anything that might interest your customers.

Depending on your business and customer base, aim to publish fresh content at least once or twice a week. Content marketing can help you boost your brand awareness, develop your reputation as a trusted expert in your field, bring customers in the door, and keep your website fresh and interesting.

Embrace Email Marketing

If you aren’t building your subscriber list and regularly emailing your customers, you’re missing out on a very cost-effective marketing tool. Here’s why:

?72% of consumers prefer to be contacted by email.

?91% of consumers like to receive promotional emails from companies they do business with. 

?73% of brands say email is one of their core marketing channels.

?25% consider it the best channel in terms of ROI.

Encourage customers to sign up for your email list, both in the store and on your website, and give them an incentive to do so—a discount on a future purchase or a free sample, for example.

Email marketing software is surprisingly affordable; some vendors even offer free plans for small businesses that have all the features you need to get started. How often you want to email your subscribers is a function of both your business niche and the amount of effort you can devote to creating useful content. If the idea of putting together an email newsletter leaves you cold, find a freelancer who will do it for a reasonable rate.

One note of caution: Don’t be tempted to rent or purchase an email list. This is almost always a bad idea for small businesses. Use your website and other channels to organically grow your mailing list, and use your emails to build relationships with your customers by offering them useful tools, content, and offers.

Build a Mobile App

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Today’s consumer is a mobile consumer; more content is consumed on mobile devices than on desktops, and mobile search topped desktop search for the first time in 2015. People use their smartphones at every phase of the purchasing process, from researching products to comparing vendors and prices. In fact, mobile commerce accounted for 30 percent of all e-commerce and is expected to grow three times faster than e-commerce in 2016.

Even if you’re already reaching your mobile customers with your mobile website, a mobile app makes sense for many small businesses. Studies show that 85 percent of smartphone users would rather navigate through an app than through a mobile website, and the vast majority of mobile content is consumed through a mobile app.

Services like BuildFire make it easy and economical to build and host a mobile app that gives you on-demand access to push content and information to your customers. Why is this important?

?74% of consumers use their smartphone to help them shop.

?Mobile offers are redeemed 10 times more frequently than print coupons.

?Over 50% of consumers say they’d be more likely to shop at a nearby store if they received an offer on their phone.

?42% of all mobile sales originated through a mobile app.

Your mobile app will give you a leg up on other useful small business mobile marketing tactics, such as loyalty rewards and social media marketing.

Offer Loyalty Rewards

Every business owner knows that it costs more to acquire a new customer than it does to keep an existing one. Not only that, returning customers tend to spend about 67 percent more than first-time shoppers. It only makes sense to do everything you can to encourage sticky customers with a loyalty program, which is why about 65 percent of marketers use them.

For most small businesses, it’s best to keep things simple; a points system or tiered rewards program works well and is easy to manage with a mobile app or loyalty card. For frequent, smaller value purchases, a point system based on dollars spent or quantity of items bought is easy to implement. For larger, less frequent purchases (think hospitality or insurance, for example), a tiered program keeps customers engaged.

No matter how you structure your loyalty program, make it easy for your customers to understand how it works, and to track their progress toward their next reward. If your reward program formula is something like, “Earn one point for every $15 spent, 10 points is good for a coupon for 10% off a single item purchased on the 2nd Friday of every month,” you’re not rewarding your customers, you’re antagonizing them.

Start a Customer Referral Program

Encourage your loyal customers to spread the word about your product or service with a referral incentive program. Depending on your business, your referral reward can be a free product, a cash bonus, a service discount, or any combination. You can also combine it with your loyalty program by depositing a set number of points in a customer’s account for every referral they make.

The trick is finding a balance between offering a valuable enough incentive to encourage referrals without being so generous your program costs you money. And don’t forget to promote your loyalty and referral programs across all your marketing channels, as well as in the store.

Learn to Use Social Media Effectively

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Image via Flickr by mkhmarketing

Over 80 percent of small businesses use social media in their marketing efforts, probably because:

?Over 70% of all adults use at least one social networking site.

?3 in 5 SMBs say they have gotten new customers through social media.

?57% of your sales funnel is in social media.

Most SMBs have a Facebook presence, and many are dabbling in paid Facebook ads. While paid ad ROI is elusive on this platform for many small business owners, organic social media activities are delivering measurable results. Here are some tips for smart social media marketing:

  1. Use your buyer persona to help you discover where your buyers spend their time on social media. Target your efforts on the platforms that align with their activities and interests. Make sure your posts fit best practices for the sites you use.
  2. Use an online automation tool to manage your social media postings; many offer free options for individual users or SMBs.
  3. Start user-generated content campaigns to keep followers engaged. They’re also an excellent source of fresh (and free!) content for your social media accounts.
  4. Know what you want to accomplish with your social media efforts (more web traffic, more landing page conversions) and establish measurable goals.
  5. Don’t be afraid to look at niche networks like Reddit, where you can engage with a very specific target audience. StumbleUpon is another up-and-coming social network that works well for certain businesses.

Run Some Online Contests

Few words attract online interest as well as “win,” “free,” “special offer,” and “giveaway,” and running an online contest is a great way to use those words to grow your customer base and acquire valuable demographic data about your audience. They can also be a convenient pipeline for user-generated content (think of Starbucks Red Cup Contest on Instagram).

You can make entering your contest as simple as liking or retweeting a post, following you on social media, or signing up for your mailing list—or you can ask your audience to enter their photos or Vines. Rafflecopter is a popular tool for managing every type of online giveaway, whether on your own website or any major social media platform. It’s also very affordable for SMBs, with no contracts or long-term commitments.

Get Serious About Your Online Reputation

Do you know what people are saying about your business on customer review sites like Yelp! or Angie’s List, or Google Review? If you don’t, you probably should: About 90 percent of consumers say their buying decisions are influenced by positive online reviews. Not only that, anecdotal evidence suggests positive ratings even help your search rankings—though Google hasn’t confirmed it.

You can (and should) take proactive steps to build your online reputation. Here are some tips to get started:

?Research the review sites that are best suited and/or have the most influence in your industry. Create or update your profile on the sites you identify, as well as any sites that turn up with reviews about your business/brand.

?Create a page on your website with links to the review sites you want to highlight. Promote that URL in your other online marketing; include it in your email signature, for example, and on your social media profiles.

?Ask your customers to leave feedback and reviews, and make it easy for them to do so. Do you send a thank-you email to customers after a sale? Include a link to your review site and ask them to write a review.  Direct customers to your review site on in-store receipts or printed flyers and incentivize them where possible: Enter customers into a monthly gift drawing if they leave feedback or write a review.

?Monitor your review sites and respond promptly to any negative comments. Practice good customer service—and don’t forget to thank reviewers who leave outstanding feedback or remarks.

?If you’re a local business, focus on getting feedback on Google Maps (Google+ Local). Consider an email campaign to your customers with a gmail address asking for Google reviews.

Marketing your business on a small business budget doesn’t mean skimping on the high-impact tactics larger businesses use; it just means taking a smart and targeted approach to the activities that deliver results. Social media, content marketing, mobile—all are easily scaled to small business needs and capabilities.

Have any great marketing ideas that work on a budget? Share them in the comments below!