Posted by in Marketing, Networking, PR

The truth is non specialist digital marketeers and PR’s needn’t be quaking in their boots just yet as long as they are up to date with how best to promote their clients online.  The marketing community as a whole could still be said to be lethargic at online promotion for small businesses but by additionally focusing on building their clients SEO and social media campaigns they can produce a powerful marketing strategy.

  1. Paper Directories – remember them? To reach the masses you really need to look at free listings such as Google Local Business, and your website ranking in google search.  All social media activities help with this.
  2. Email newsletters.  I’m not a great fan, unless they are really done well and contain, shocker alert..NEWS..  An alternative (or great addition) is the blog - great for search engines and the perfect way to prove that you’re an expert in your field. Get topical, add a splash of news and mix together with a little personality. Don’t forget to feed your blog to Twitter and LinkedIn to achieve maximum exposure.
  3. PR is entirely relevant and can give a third party testimonial to small businesses but worthy PR specialists should ensure their small business clients are in important online media as well as print.
  4. Print advertising -for many small businesses this is a huge expense and is often hard to measure. For some clients online advertising is a good area to explore such as Facebook ads.
  5. Social media - whilst many small businesses argue they still can’t see the point in twitter in particular, bear in mind twitter isn’t always the best place to pitch. Use areas such as the Q&A forum on LinkedIn to demonstrate your expertise.
  6. Networking is still a key part of any marketing strategy, but needs to be supported by using LinkedIn and other social media.

Being current and being online are vital factors for the small businesses to consider, but generally taking time to brainstorm and to think outside the box, having a clear marketing goal and strategy, using other people as sounding boards and being creative and sometimes, where appropriate, a little quirky is also a key way to drive home the small businesses brand. 


Considering emotion is another key to the future of marketing, something cognitive neuroscientist and chartered psychologist and Forbes contributor Dr Lynda Shaw is often asked to talk professionally about in the corporate world.  Here Dr Shaw gives us some tips on the psychology of marketing.

Emotional Influence

  • If we like the look of something, we are drawn to it and then may make a purchase decision based on whether it then exerts an emotional pull over us in some way. By identifying these emotional triggers, you can begin to work out how to apply them to marketing a product.  Our natural instinct is to make decisions based on our emotional responses rather than logic.

Understand how people think 

  • Understanding what motivates your consumers to buy a product and how they think in the decision making phase is vital. They could be impulse buyers, buying with a budget in mind or no budget at all. Whatever the circumstance may be, by having a good awareness of who your target market is and which emotional buttons to push to satisfy the wider crowd, will give your product the best chance of doing well.


  • Perhaps depending on the value of the brand, the incentive of giving something away for free is a simple way of generating brand awareness, even if the free is just information. If something is free and of real benefit, people are quick to recommend it to friends, which attract more customers. Out of a sense of obligation to return the favour, they may feel indebted to buy from you a second time around, even when there is nothing being given away for free.

Brand Loyalty 

  • Successful branding is not just about creating a unique product that sets you aside from your rivals and appeal to your target market. Brand loyalty is developed through having strong connection between the product and its audience, which makes consumers feel important and belong to a tribe of people who share a common interest.

The Power of Colour 

  • Colours can have a strong influence on human mood and behaviour, so selecting the right colour scheme for your product and branding is essential. Before you determine what colours to use, think carefully about the kind of audience you want to attract and research what colours they respond best to so you know the right hue to use.