How to Use Financing to Market Your Small Business

Disclaimer: Information in the term loan articles is provided for general information only, does not constitute financial advice, and does not necessarily describe Biz2Credit commercial financing products. In fact, information in the term loan articles often covers financial products that Biz2Credit does not currently offer.

Marketing is the lifeblood of any small business, but with tight budgets and limited resources, getting your message out there can feel like an uphill battle. This is where smart financing comes into play. By leveraging various funding options, from business loans to lines of credit, you can fuel your marketing efforts and drive potential customers to your business.

Here’s what you need to know about marketing strategies for small businesses, and how you can use financing to potentially supercharge it.

Social Media Advertising

Facebook allows you to reach people in your target audience based on demographics like location, interests, age, gender, online behavior, shopping habits, and more. The Facebook Ads Manager makes it reasonably easy to run and test multiple ad sets, allowing you to track conversions and identify winning advertising combinations across Facebook and Instagram

Other social media platforms like X, TikTok, and Reddit have opportunities to run ads to reach new customers.

Some small business owners handle this themselves, while others turn to digital marketing agencies or hire someone to run marketing strategies.

Google My Business

Getting a prominent placement for your Google Business Profile is one of the most powerful things a local business can do. Companies must have their listing show up in the top three for searches related to their location and what they do, for instance, “Chicago lawyer,” “Orlando plumber,” or “San Francisco therapist.” If they don’t, most searchers will visit their competitors.

Google My Business combines all your different Google platforms into a single place, including your Google Maps profile, Google reviews, Google Analytics and Google Insights access, and more.

A prominent GMB listing gives your business credibility and visibility. If you don’t show up to searchers in your local area, you may as well not exist. Improving your GMB listing is not too difficult. It requires you to optimize your profile and earn positive ratings and reviews.

Content Marketing

People no longer want to be “sold.” They prefer to learn. That’s why content marketing is a great marketing strategy for small businesses.

Content marketing involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and drive profitable customer action.

Unlike paid promotion, content marketing is more focused on long-term results. The initial payoff is often low and slow, but over time, sustainable growth in website visitors, leads, and customers can help small businesses achieve sustainable and consistent success.

Email Marketing

Email marketing is a fundamental part of digital promotion.

Most of the people who visit your website will not buy from you right away. Capturing contact info for additional marketing and lead nurturing through email is the best way to keep you in their consideration set. The same is true for current customers. A solid email marketing program will keep your business top-of-mind when it comes time to buy something you sell.

Getting email marketing right can be challenging. You’ll need to leverage a tool like Hubspot to set up high-quality email sequences, email lists, optimize automation, and monitor results. To get this right, it may be best to hire someone who specializes in this.

Direct Mail

Direct marketing is still a valuable marketing strategy for small businesses. It’s a great way to break through digital clutter and can drive word-of-mouth referrals. To do this right, the marketing collateral needs to have a clear incentive and call to action for the reader.

This can be a low-cost marketing tactic, but it can potentially have a low return on investment.

Search Engine Optimization (SEO)

Google Search remains an outstanding marketing tool for customers to find your online presence. It can be part of your larger small business marketing strategy where you can produce relevant content to drive search engine results. This content can include blogs, videos, and other engaging content produced that aligns with the business’s target customer.

However, investing in SEO is not a short term effort as Google occasionally changes its algorithm. Business operators should aim to dedicate resources to this to ensure they are landing on page one of Google search.

Best Small Business Loans for Marketing Expenses

There are ample financing solutions to pay for marketing strategies for small businesses. Here are some types of business funding worth considering:

• Term loans: These are the most popular financing type offered by traditional financial companies, and the proceeds can be used for almost any business need, including marketing your company. (Short-term loans are best for marketing.) Be aware: Most banks will require you to put up a personal guarantee on a loan, which means you could lose valuable assets if your marketing campaigns fail and you cannot pay back your loan.
• S. Small Business Administration (SBA) loans come with attractive interest rates and terms. SBA 7(a) loans are the top SBA loan option. They provide U.S.-based small businesses with low-interest financing. They may be used for many things, including promoting your business. Be aware that it can be challenging to be approved for an SBA loan, so your small business must have an excellent credit history and solid track record to qualify. If your business is a startup or associated with an underserved community, you may qualify for the SBA Microloan Program. The financing amounts from this loan program are relatively small, capping out at $50,000.
• Business line of credit: A line of credit provides you with financing when you need it, and you only have to pay it back when you use the money. It can be a great way to finance your marketing channels as you only pay interest on the funds you use.
• Business credit cards: A credit card can sometimes be required for marketing campaigns. Facebook, LinkedIn, Google Ads, and other advertising platforms will need a business credit card before you can launch advertising. Like a line of credit, you could use the credit card to pay for advertising and repay the money as soon as new business comes in. If you use a credit card to pay for advertising, choose one that offers travel or other perks that could benefit your operation.
• Online lenders: Online lenders are essentially the same as traditional banks, except that most of the loan application process is online, including uploading bank statements, tax returns, your business plan, and other information required to determine creditworthiness. Loans from online lenders can be used for virtually any purpose, including paying for your small business marketing strategy. Eligibility for these loans is easier than from conventional banks. If your business is newer or has a less-than-stellar credit score, it could be the ideal option for your advertising needs.

Some types of small business financing that don’t make sense for marketing purposes include merchant cash advances, real estate loans, accounts receivable financing, and equipment loans.

Final thoughts

Using financing for small business marketing can be a strategic way to expand your reach, enhance brand awareness, and drive growth. By carefully selecting the right financing options, such as business loans, lines of credit, or crowdfunding, you can allocate funds toward impactful marketing initiatives. These may include digital advertising, content creation, social media campaigns, and more.

However, it’s imperative to manage your marketing campaign spend efficiently to support borrowing for it. When done right, financing your digital marketing strategy can be a great way to increase sales and scale your business.

FAQs About A Marketing Strategy for Small Business

What is the best advertising method for small businesses?

There is a wide variety of advertising options for small businesses, including digital marketing and traditional marketing campaigns. However, the best advertising method is the one that will find the target market you’re looking for.

How much should you spend in Google Ads?

If you decide Google Ads is the best way to advertise, you have to decide your budget and how much you’re willing to pay per customer to figure out how much you should spend.

What are the types of small business marketing?

There is a wide range of tactics of small business marketing, including online marketing, traditional marketing like billboards, coupon deals on sites like Groupon, and more.

Can you get financing for small business marketing?

Yes, you can get financing for small business marketing. However, your marketing budget should have rigid goals to ensure it’s worth the expense.

How do small businesses create effective marketing plans?

Small businesses create effective marketing plans by identifying their target audience, setting clear goals, and developing a clear strategy to reach their audience. They also measure performance regularly to ensure maximum return on investment.

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