Good marketing can go a long way to helping a business succeed.
"This is what we do all day, every day," 1canoe2 Paperie owner Beth Snyder said.
During a Callaway Chamber of Commerce webinar Thursday, Snyder outlined marketing strategies and resources for businesses.
The webinar was organized to correspond with a grant recently announced by the Fulton Area Development Fund — thanks to county CARES Act funding, small businesses can apply for a grant to cover marketing costs.
Snyder has learned about marketing though running her business, which relies on online sales as well as the Brick District storefront.
"The most important thing is to know your goal," Snyder said.
Goals might include increasing social media engagement, driving foot traffic up or increasing sales. For example, the marketing goals of a car dealership might be different than a small store.
Snyder said marketing to increase social media engagement can be helpful even if it doesn't inspire an immediate increase in sales.
"Social media engagement is about gathering your audience so that when you have something to tell them, they're there," Snyder said.
Business should also have an idea for how they will measure the success of marketing.
"It's not clear cut," Snyder said. "This is one of the hardest things about marketing."
Some things, like sales, engagement, Google stats and foot traffic, are measurable. But some things are tricky. Snyder gave the example of a car dealership — most people don't decide to make a big purchase like a vehicle after seeing an advertisement, but marketing can influence where a customer goes once they are eventually ready to get a new vehicle.
Before spending money on marketing, a business should think about audiences.
"You have to ask the right questions," Snyder said.
Good questions to ask include — how many people will this reach? Who are they? When will they see this?
"You need to think about who you want to come into your door," Snyder said.
Snyder suggested attendees come up with their ideal customer. Who is that person? What are their values and interests?
"Every time your doing marketing, I am thinking, 'what does Melony want to hear?'" Snyder said, referring to 1canoe2's hypothetical customer.
This ideal customer is the type of person who is most likely to support the business.
Social media allows businesses to hyperfocus their marketing and advertising efforts on the ideal customer — Snyder demonstrated how it is possible to pay to boost a Facebook post, specifying what type of user sees it.
Snyder also recommended businesses base their marketing strategy on assets.
"Think about what things you already have," Snyder said. "If you're a small business, you can start with what your best assets are."
Snyder said appearances matter — with Google My Business, a small businessperson can edit what pops up when someone Googles the business, including pictures, location, contact information and hours.
Snyder recommended looking to experts and professionals to help with anything from advertising and marketing to copywriting and photography.
Snyder and Justis Smith of the Callaway Chamber of Commerce discussed potential uses for the FADF marketing grant including traditional television and radio advertisements, social media advertisements, website upgrades and giveaways and promotions.
Businesses can be awarded up to $1500.
More information about the FADF marketing grant can be found at https://www.callawaychamber.net/covid-19-resources/.
Businesses are encouraged to apply by Oct. 30.