![\"\"](\"https:\/\/whatsonni.com\/news\/wp-content\/uploads\/2020\/04\/Andi-Jarvis-1024x683.jpg\")
<\/figure>\n\n\n\nA regular conference speaker and guest lecturer, Andi delivered a Lunchtime<\/a>Learning<\/a> session facilitated by the Cathedral Quarter BID<\/a> (Business Improvement District), sharing seven practical and easy-to-implement digital marketing tips for small business owners:<\/p>\n\n\n\n It might seem like an obvious tip, but many people can get distracted from their main goal with vanity metrics and chasing after the next \u201cbig thing\u201d in marketing. Andi is a firm believer in making sure your marketing efforts are focused on the most important thing to your business \u2013 your customer: \u201cMarketing is about getting the message to your customer in a way that they understand, through a channel that has their attention, to get them to take the action that you want them to take\u201d said Andi.<\/p>\n\n\n\n The marketing channels and methods available to you to help you reach your customer are always evolving. From print to radio, and from social media to video, there are many tools available to help you share your marketing message. For small businesses especially, this means maximising your marketing opportunities while spending what you can afford.<\/p>\n\n\n\n Andi explained: \u201cLots of companies ask me how much they should be spending on Facebook adverts, on creating a video for their brand, the simple answer is spending what you can afford. If you can afford to hire a videographer to create a professional video, then go for it. If you can\u2019t, use the tools available to you to make your own.\u201d<\/p>\n\n\n\n There are so many tools and resources available now that you don\u2019t need to be an expert to use. One of Andi\u2019s favourites is Canva: \u201cFor good quality images and graphics, it helps to use a graphic designer\u201d he said, adding: \u201cIf you have a flair for design, that\u2019s great, and tools like Canva can help you create images for social media, your website, etc. If you can use it, make the most of it. If you have the budget for a designer, spend it.\u201d<\/p>\n\n\n\n People make purchase decisions based on the Features you tell them about, but this information is usually incomplete or too technical. Explain the Advantages and Benefits as well to engage customers and aid their purchasing decision. Andi\u2019s top tip? Tell the story backwards:<\/p>\n\n\n\n Andi said: \u201cTalk about the Benefits first, then the Advantages for the customer, before listing the Features that make the Benefits and Advantages possible. Humans engage with narrative, so tell your customers the story of how your product with benefit them. There will be fewer benefits in comparison to advantages and features, but they are important to identify.\u201d<\/p>\n\n\n\n A typical Facebook post has organic reach of around 7% of the page\u2019s total likes. Email has an average open rate of 15-25%. Direct mail can be more expensive but also very effective. Not sure which to use? Go back to asking a key marketing question \u2013 where are your customers?<\/p>\n\n\n\n Andi\u2019s advice is: \u201cIf you are considering direct mail, target current customers first and spend what you can afford. Useful mail sits around the house for a week or two and gets undivided attention when it is being read. Why not try a blended approach? Stats show social and email campaigns improve following a direct mail campaign.\u201d<\/p>\n\n\n\n Andi explained: \u201cIf it\u2019s important for your business to drive new customers and increase sales, why do you only give it a couple of minutes attention, or post sporadically on social media?\u201d<\/p>\n\n\n\n Some form of planning is better than no planning at all. Get a 12-month wall calendar and plan out your marketing campaigns in advance.<\/p>\n\n\n\n Make it your mission to collect customer feedback and use it in your marketing. Facebook and Google offer user-friendly review options, and for those in restaurants, travel, or tourism, TripAdvisor is still top.<\/p>\n\n\n\n \u201c91% of customers trust a review more than a sales person\u201d said Andi.<\/p>\n\n\n\n \u201cGot a bad review? Think of it as invaluable feedback that you otherwise wouldn\u2019t know about your business, and use it to make your business better. Taking proactive action and responding positively to a negative review is an opportunity to gain a loyal customer.\u201d<\/p>\n\n\n\n Want to hear even more top marketing tips from Andi? Check out the full recording of his session on the Cathedral Quarter website \u2013 https:\/\/www.<\/a>cathedralquarterbelfast.com\/<\/a>whats-on\/<\/a>lunchtime<\/a>\u2013<\/a>learning<\/a>-7-<\/a>tips-to-improve-your-<\/a>marketing<\/a><\/em><\/p>\n\n\n\n To find more Lunchtime Learning sessions go to https:\/\/www.cathedralquarterbelfast.com\/lunchtime-learning<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":" When it comes to marketing your small business it\u2019s not always easy to find the time to dedicate to a sustained campaign. However, making a few small changes and setting aside some regular time can help businesses to start seeing a difference sooner rather than later. Andi Jarvis, the Founder of\u00a0Eximo Marketing, holds an MSc … Continued<\/a><\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/whatsonni.com\/news\/wp-json\/wp\/v2\/posts\/18456"}],"collection":[{"href":"https:\/\/whatsonni.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/whatsonni.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/whatsonni.com\/news\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/whatsonni.com\/news\/wp-json\/wp\/v2\/comments?post=18456"}],"version-history":[{"count":1,"href":"https:\/\/whatsonni.com\/news\/wp-json\/wp\/v2\/posts\/18456\/revisions"}],"predecessor-version":[{"id":18459,"href":"https:\/\/whatsonni.com\/news\/wp-json\/wp\/v2\/posts\/18456\/revisions\/18459"}],"wp:attachment":[{"href":"https:\/\/whatsonni.com\/news\/wp-json\/wp\/v2\/media?parent=18456"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/whatsonni.com\/news\/wp-json\/wp\/v2\/categories?post=18456"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/whatsonni.com\/news\/wp-json\/wp\/v2\/tags?post=18456"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}1. Focus on your customers<\/h3>\n\n\n\n
2. Spend what you can afford<\/h3>\n\n\n\n
3. Use the tools available to you<\/h3>\n\n\n\n
4. Make your content F.A.B.<\/h3>\n\n\n\n
5. Don\u2019t forget about the dinosaurs<\/h3>\n\n\n\n
6. Always have a plan<\/h3>\n\n\n\n
7. Customer reviews and testimonials are key<\/h3>\n\n\n\n