2 Concepts of Effective Marketing Communication Strategies for Small Businesses
Small businesses often find it difficult to determine what marketing communications strategy to use. The causes can be various, ranging from limited resources to the difficulty of implementing the strategy itself.
Many top-performing marketing strategies use simple methods. All of these strategies tend to focus on increasing brand awareness, and with the ultimate goal of driving sales and increasing business revenue.
To make it easier for you, start with the following two marketing communication concepts:
The PESO model strategy was introduced by marketing and public relations expert, Gini Dietrich. This model aims to encourage Public Relations (PR) professionals to reduce the use of advertising in traditional media such as print, television, and radio.
Coupled with the massive content marketing, inbound marketing, and social media marketing, the PESO model is suitable for use by small businesses as a mainstay in marketing.
Simply put, the PESO model will make it easier for you to separate the content you create into the marketing channels that you have. The PESO model allows you to carry out integrated marketing efforts. The PESO model has four components, namely:
1. Paid Media
Paid media includes advertising on social media, sponsored content, pay-per-click advertising, and various other types of online advertising that require you to spend some money. With paid media, you can reach target audiences who meet your criteria based on their demographics and online behavior. That way your ad will be more relevant because it is seen by the right people.
2. Earned Media
Earned media are various types of content about your brand, product or service created by other people (without being paid), such as mass / online media coverage, article excerpts, interviews, user reviews, talks on social media, user-generated content, and various other types of activities that involve your brand in it.
3. Shared Media
Shared media refers to everything that has to do with social media, and you don’t have to spend anything on the marketing activities that go on there.
4. Owned Media
Owned media is media that is created, owned, and controlled entirely by a company. These media can be in the form of websites, blogs, e-mails, online presentations, videos, e-books, social media content, infographics, research results, and so on.
The goal of the NICE model is to make sure you can serve the right audience content at the right time. If the PESO model focuses more on where and how content is published, the NICE model focuses more on who, when, and why.
By prioritizing who you communicate with, when you communicate with them, and the reasons why you communicate with them, you can create messages that are more effective and can motivate your audience to take action on your expectations.
The 4 stages of the NICE model are as follows:
The first step of the NICE model is how you strategize to get a new target audience for your business. You can do this by building brand awareness – which can be achieved in various ways such as SEO, SEM, online ads, lead generation, social media, content publication, working with bloggers, and many more.
After the audience feels aware of your business, it’s time for you to draw their attention to your product or service. This is a process that can take minutes, days, weeks, months, or even longer depending on the sales cycle of your business. The purpose of this stage is to produce content that matches the buyer persona of your business.
After you have succeeded in attracting your audience, then you need to encourage them to buy your product. At this stage, you may face different conditions for each audience segment or individual. Some may be already preparing to buy your product, while others are just beginning to research your product.
Ideally, you create marketing efforts that are tailored for each stage your audience goes through. Remarketing and retargeting are very effective at this stage. Use a marketing automation system, highly personalized messages, and content. Perform A / B testing to test and maximize your ROI.
Once your audience takes action and you generate conversions, your work is still not done. You still have to grow consumer loyalty to your brand, encourage repeat purchases, and encourage word of mouth marketing through social media. Your consumer involvement in marketing is very important to be able to attract other new audiences.
Thus the discussion of 2 concepts of effective marketing communication strategies for small businesses. For your business to grow, don’t forget to advertise through the Froggy Ads service, you can start by advertising your products, so that later you can increase visitors on your online business portal. Froggy Ads is an online advertising service that can help you control all your product campaigns. helps you target your desired marketing target and gives you many options to market your product.