Covering bases: marketing strategies to grow your business

Covering Bases Marketing Strategy

This latest Covering Bases article is aimed at those with little experience in building digital businesses and a bootstrapped budget. In it, we revisit the basics of marketing and audience acquisition and underline how to extract growth from the property you are attempting to build.

The growth of your business is crucial. However, the path towards achieving growth isn’t always as easy and straight-forward as it appears in your business plan, or Excel model.

It’s worth making sure that you have a good understanding of what methods you can use to grow, or create a customer base.


Search Engine Optimisation refers to the method used to increase a website’s position on search engine results pages (SERPs) on properties such as Google, Yahoo, or Bing.

Optimisation is vital for your website to gain greater visibility at a good return on investment. It’s useful to remember that organic search is a huge part of most business’s website performance, as well as a critical component of the buyer funnel and ultimately getting users to complete a conversion or engagement.

You need to be ensuring that your content is good and more importantly, that whatever it is that you’re conveying is insightful, engaging, unique and adds a lot of value to your site and product.


A lead magnet is an incentive that marketers offer to potential buyers in exchange for their email address or other contact information. This can be in the form of digital content such as a free PDF, eBook or video – anything that is going to be beneficial to them.

So much effectiveness in marketing really does come down to creating a great lead magnet. By presenting the right lead magnet to the right audience can show huge results. The best way to do this is if you can identify the right pain points and present a solution in your lead magnet, then you’re well on your way.

When building a lead magnet you need to be asking yourself some questions. What problem are consumers facing in your niche? What made you get into business in the first place?


Your website is the ‘store front’ of your business. The look of your website is paramount when it comes to keeping hold of potential customers. Whether they have stumbled across your business organically or not, you need to make sure that the web design is up to scratch.

You need to be thinking about your competitors out there and how you can make your brand stand out. By ensuring that your website is responsive and aesthetically pleasing, immediately puts you at an advantage.


Being present is key to developing your brand online. Customers will be impressed by authenticity and they also will remain more engaged if the content posted is regular and consistent in its manner.

Don’t be afraid to post on social media and be confident in posting about anything that is relevant and will encourage your followers to interact.


If you don’t have a blog for your business and haven’t considered one before, then you need to set one up. It remains one of the most effective ways to build brand awareness, while providing relevant and useful content to your target audience is through consistent blogging.

Blogging is an inexpensive way for small businesses to drive traffic to their site, enhance inbound marketing efforts and attract more prospective customers.

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