Learn how to market your business on a shoe string budget. Small businesses don't usually have huge marketing budgets like well established businesses, so they have to be innovative with theor marketing. Small businesses, their founders and employees are often the most vulnerable in times of a pandemic. Many will face cost pressures, liquidity issues, supply chain challenges, bankruptcies, closures and job losses.

1. Marketing
Strategies for small
Businesses
Charles Odii

2. Charles. O. Odii
Founder SME100Africa.
Charles is a development consultant, entrepreneur and the
Author of 21 Questions on Entrepreneurship. He is the
Executive Director SME100Africa – A social Enterprise
founded to ensure young entrepreneurs in Africa succeed
regardless of their socio-economic background.

3. Covid 19 Uncertainty
 Focus on the health of your team
 Focus on Finances: Cash is king
 Revaluate your commitment to customers
 Customer needs are changing, so should your value
 A Game
 Long term: Future of the business
Decision Making when
there's uncertainty is
tough

4. STEP 4
STEP 1
Define your target market
STEP 3
Understand your target market
Engage them continuously
THE ROAD MAP
STEP 2
Discover how they can be reached

5. Referrals
 In 2020 marketing has gone from customers to friends. Know your
customers individually as people. Not as consumers, market or segments.
Connect with them on an emotional level. People buy with their heart and
then justify with their minds.
 Mine your database. Let your customers refer their friends, families and
potential customers.
Smart people know
smart people. Cool
people know cool
people

6. Email Marketing
Email marketing is the highly effective digital marketing strategy of sending
emails to prospects and customers. Effective marketing emails convert
prospects into customers, and turn one-time buyers into loyal, raving fans.
email remains the most effective way to nurture leads and turn them into
customers.
99% of consumers
check their emails on a
daily basis

7. Content Marketing
 Content marketing helps to improve conversions because
it allows you to connect with and educate your leads and
customers. Not only are you working to build trust and
relationships, but you are also encourage conversions by
giving consumers the information they need to make an
educated purchasing decision
Regardless of what type
of marketing tactics you
use, content marketing
should be part of your
process, not something
separate

8. Rank your Google my business Listing/
Use Google ad words
 Google Ads makes it easy to show the world what’s
unique about your business, so you can reach customers
searching for what you offer.
Local results appear for
people who search for
businesses and places
near their location.

9. Advertise on social media
 Leverage social media: it is cost effective and has a wide reach.
 Be consistent with your communication (content and scheduling).
 Run promos and campaigns (Christmas campaigns, Valentine’s
day campaigns etc).
 Build a community or forum to keep conversations going.
 Give exclusive offers or freebies to active community members.
 Give useful information/tips beyond what you are selling or
offering.
Always ask for feedback

10. “The aim of marketing is to know and
understand the customer so well the product
or service fits him and sells itself”.
Peter Drucker

11. THANK YOU!