7 Marketing Must-Haves

These 7 Tactics Will Help Build Your Business

Hi, I’m Tia Clarida, owner of Creative Culture Marketing. My company specializes in helping small to medium-sized businesses build brand awareness in their local markets. I’ve worked closely with C2 Paint and The Coatings Alliance for many years and am excited to have the opportunity to share some key “must-have” marketing strategies with you.

These tried and true tactics can help build the structure of your marketing plan. If you don’t currently have one in place, please feel free to use this information as a guide—and build from there. 

1.    Get Found

The #1 thing small businesses (especially brick and mortar) need to do is make sure people can find you. That happens through SEO (search engine optimization). Consumer shopping patterns are ever-changing, and people are now doing their initial research online (Googling things like: “paint store near me”) before even considering coming into the store. When people decide to visit, make sure they know your address, hours and any other important information.

Create a Google My Business account. It’s free and easy! Add as much detailed information as you can, and take it one step further with lots of photos of you, your products and your staff. Update your profile with holiday hours, specials and more!

2.    Create a Website

Even if it’s a one-page site that lists some of your products and tells your brand story; get one up there! It’s more important than ever to have a digital presence. Remember, please research before they buy so make sure your store shows up online. This helps with SEO also. Let me know if you need help!

3.    Know Your Story

Your business is unique, and so is your story. Tell people your WHY (why do get up in the morning and do what you do?) Create 3-5 core bullet points that will help people connect to your brand and use them consistently throughout your marketing. People buy stories, not products.

4.    Stay Consistent

Do you have a logo that represents your brand? If so, consider creating one and remain consistent with its use (aka: once you make it, don’t change it!). Use those same colors and fonts and taglines throughout all your marketing efforts to create a clear brand message. People need to see the same thing over and over again to recall it.

5.    Talk to Your Customers

It’s important to communicate with your customers. Today, the talk is through digital outlets like email marketing. If you don’t currently have a list, you can keep an email sign up at the checkout counter or run an offer online/instore where you collect names. This list is integral to your marketing efforts. Segment your list into demographic buckets (i.e., interior designers, paint contractors, DIY, etc.) and speak to them in their own language. Better yet, create exclusive offers for each group.

6.    Know Your Mile

Most of your business will be conducted in your immediate trade area. Get to know this area and its inhabitants, create alignments, support local teams and events, and ingrain yourself into the community. Drive your mile and take note of potential opportunities.

7.    Work What You’ve Got

Focusing on your current clientele can reap big rewards. One of the most valuable marketing tools is getting people talking about your brand. Some key solutions include: a referral program, a loyalty program, bounce-back offers, and an employee spiff program. Your staff is an extension of your brand so their enthusiasm and relationships can help it grow.

Implementing all of these tactics might seem overwhelming but tackle one at a time and you’ll find that it gets easier. Make sure to track your efforts to see what is working and what’s not. If you need help with consulting or implementation feel free to reach out. I am offering independent paint retailers a FREE 30 minute free consultation

I am continually impressed by the dedication and agility of independent paint retailers, especially over the past year. You all play an integral role in contributing to the diversity of the economy and your individual communities!

Best,

Tia Clarida, Owner - Creative Culture Marketing