5 Marketing Tips for Family Businesses | INCAE Business School

5 marketing tips for family businesses

May 26 2022
Diego Ramos

Manage a family business It's hard work, but rewarding. The biggest hurdle most small and medium-sized businesses face is increasing sales.


Marketing tips for family businesses:

  1. Focus on social media and email marketing
  2. Don't be afraid to try new things
  3. Get to know your customers
  4. Put your website in order
  5. Listen to customer feedback and be willing to change

El marketing is the key to attract new customers and get more sales, but the strategies you've been using for years may not be as effective as they once were. Here there is 5 marketing tips for your home business.

1. Focus on social media and email marketing

Our Family businesses, and small businesses in general, have a habit of putting marketing on the back burner when things are going well. But continuing your marketing efforts, even during peak seasons, will help make slower periods easier to manage and minimize impact.

take advantage of the email marketing and social media to spread the word about your business and your offerings.

If you don't have an email list, now is a great time to start one. Emails can be sent to your subscribers to spread the word about special offers, promotions and news. Coupons are a great way to get loyal customers. And many of those customers will spread the word about your offerings, which can help expand your list.

Social media is also a great platform to spread the word about your business and any special discounts you can offer.

2. Don't be afraid to try new things

Maybe your marketing efforts aren't paying off as they used to. Just like any other industry, the world of marketing is constantly evolving and it is important to try new things.

For multigenerational companies, it's all too easy to continue doing the things that were successful in the past.

If you rely on print advertising for your business, you might consider venturing into digital channels. Online advertising is surprisingly affordable, and if your budget allows, you might even consider outsourcing your marketing to a professional.

3. Know your customers

It's easy to assume you know your customers, especially if your company has been in business in your city for several generations. But times are changing, and people are changing.

You may know the names of your customers, but do you know their buying habits and buying process? Do you know which forms of marketing are most effective with your target audience? Some prefer social media, others email, and others prefer flyers.

There is no better time than now to start getting to know your customers. Consider asking customers to complete surveys or host a focus group.

4. Put your website in order

The look and functionality of your website are important. When people visit your website, they want to access the information they want in three clicks or less. And they expect their site to look modern and professional.

Make sure your site is designed with your customers in mind, not yours.

Aesthetics is important, but it's only part of the equation. It is equally important to make sure your site is mobile friendly. If your site is not mobile-optimized, Google may not rank your website as high in search results.

A fast, mobile-friendly website with a professional design will attract more visitors (and keep them around). It will also help improve your Google ranking in the long run.

5. Listen to customer feedback and be willing to change

In point 3 we talked about knowing your customers with simple techniques. You can use those surveys and focus groups as an opportunity to get feedback from your customers. What can you do better? What do they like about your business? What would they change?

Once you have some feedback from your customers, you can use it to your advantage to make changes.

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