5 Ways to Use Leverage in Marketing Your Small Business

Author: Cassi Lowe | Date: March 11, 2022 | Campaign Stage:

Leverage: to use something that you already have in order to achieve something new or better. 

Marketing a small business can be really tough. Most of the time you feel like you're pushing a rock uphill. That's why it's important to find leverage wherever you can. Doing more with the resources you already have means you can get to the top of the hill faster and easier.

Your special advantages will be unique to you or your business. These could be industry knowledge, connections, or experiences. Spend some time thinking about how to use those as leverage. However, there are also many ways to create leverage that any business owner to take advantage of.

Borrow an Audience

The quickest way to grow your own audience is to get in front of an audience that someone else has already built. This can be done through a variety of techniques. I'll list a few here to give you some ideas:

  • co-host a webinar
  • pay an influencer for sponsored content
  • write guest blog posts
  • be interviewed on a podcast
  • speak at an event

In most cases, these types of engagements are win-win. You get to leverage someone else's audience, and they get to provide fresh content to their audience.

Repurpose Content

Content creation takes a lot of effort. Whether you're writing, podcasting, or recording videos, it's time and energy consuming. Get the most mileage from your content by reusing it in creative ways.

  • turn your video transcript into a written blog post
  • pull quotes from your content to use as social media posts
  • break your videos into short clips for other platforms

Try to find at least 3 ways to use every piece of content. As you build a library of content over time, you can pull from pieces you've already created to build new content, too.

Repeat Customers

Most business owners put all of their marketing focus on attracting new customers to grow the business. But don't forget about your repeat customers. It's far cheaper and easier to sell to a repeat customer than to acquire a new customer. Put in place systems that incentivize repeat purchases.

  • loyalty programs
  • referral incentives
  • email nurturing
  • excellent customer service

Keep people coming back for more, and telling their friends about you. Leveraging your current customer base can have a huge impact on your overall business.

User Generated Content

As mentioned above, creating content is big commitment. You can save a lot of time if you can get other people to create content for you. When your customers are enthusiastic supporters of your business, they'll be happy to provide content for you. Some examples of user generated content are:

  • testimonials or reviews
  • unboxing & review videos
  • pictures of how they use your product
  • social media hashtags

As an added bonus, potential customers love to see this type of content. It creates social proof that your business is trustworthy.

Incremental Improvements

Start with what you have, and improve over time. Marketing is an on-going, never-ending process. Spend time on a regular basis to make minor improvements.

  • review your website analytics to see which content is most popular
  • audit your website for search engine optimization (SEO) issues
  • research new social media platforms
  • try new forms of advertising

Marketing is all about experimenting to see what works best. Start with your strategy first, then build on top of that.

Author Bio:
Cassi Lowe is a marketing strategy consultant based in Indianapolis, IN. She's the main curator for the Open Source Marketing Project. She has over 15 years of experience in the web design & marketing field.

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