Photo by Maria Ramirez, Ole Miss Digital Imaging Services
How to promote my small-medium business?
Articles by integrated marketing communications (IMC) students at the University of Mississippi
Correspondences:
Kennedy Bryant
Aubrey Exum
Danna Staberg
Audrey Anne Smith
Julia Kate Richter
Virginia Burton
Caroline Hankins
Lane Morgan
Caitlin Hitch
Olivia Craig
Lauren Head
Frances Wilson
Annie Phelps
Keely Skellion
Mirabella Nichols
Editor:
Itzhak Mashiah
Visiting Professor of Integrated Marketing Communications
School of Journalism and New Media
The University of Mississippi
Design and Layout:
MacKenzie Ross
Communications Specialist
School of Journalism and New Media
The University of Mississippi
Photography:
Ole Miss Digital Imaging Services
Andrea Hickerson
Brian Smith
Kennedy Bryant
Aubrey Exum
Danna Staberg
Audrey Anne Smith
Julia Kate Richter Virginia Burton
Hankins
Morgan
Hitch
Craig
Photo by Thomas Graning, Ole Miss Digital Imaging
The “MarComm Hub” handbook functions as a primary resource for Integrative Marketing Communication (IMC) students, offering them a platform to showcase the creative projects they’ve crafted during their academic journey. It serves as an exclusive space for students to share insights and content across various subjects, encompassing social media marketing, traditional advertising, public relations, design and graphics, influencer marketing, CSR marketing, and more.
Introduction
Welcome to this comprehensive guide, a collaborative effort brought to you by the Integrated Marketing Communication students of Ole Miss in the Fall of 2024. After the success of the two first issues, we are delighted to present the third issue. In the third volume of “MarComm Hub,” our mission remains clear: to curate and create a collection of professional “how-to” articles aimed at empowering small and medium-sized business owners to enhance their promotional strategies.
The students are responsible for creating the content, from the ideation stage to the writing process. Our approach in this project emphasizes easy editing without direct involvement in the content, allowing the students to take ownership of the creation and production process. We take pride in observing the interesting products and the coverage of a variety of relevant and current topics in the business and marketing arena.
This issue features a diverse array of articles covering key topics including costeffective marketing strategies for small businesses, focusing on digital tools like TikTok and creative apps to boost brand visibility. It explores the pros and cons of AI in marketing, how to leverage viral trends, and the importance of collaborating with other brands. Additionally, it offers tips on marketing to different generations, using offline strategies, and maximizing impact on a limited budget and more.
Letter from the Dean
The MarComm Hub is emerging as a signature product of the School of Journalism and New Media and the Integrated Marketing Communications department. Its studentauthored articles offer practical advice to businesses, and the publication provides portfolio pieces and applied experiences for our students. It’s a terrific way for the School to illustrate its dedication to and enthusiasm for community engagement.
This issue, focused on small to medium business promotion, features articles by 15 different students in Visiting Assistant Professor Itzhak Mashiah’s IMC 390 course. Congratulations and thank you to Prof. Mashiah and these outstanding students!
Andrea Hickerson, Ph.D. Dean and Professor
School of Journalism and New Media
The University of Mississippi
Photo by Kevin Bain, Ole Miss Digital Imaging Services
Letter from the Department Chair
So What is IMC, anyway?
When I arrived at Ole Miss in July and began my time as the Department Chair of Integrated Marketing Communications (IMC), one of my primary areas of interest was to speak with students and hear what they think about IMC. You see, there are very few programs in the country with the title Integrated Marketing Communications. In fact, I’d wager we’re one of the largest in the country, if not the largest (and this was one of the reasons I came to Ole Miss). Most universities use names like Strategic Communication, Public Relations and Advertising, or Integrated Strategic Communication. IMC, on the other hand, has a particular meaning that transcends other titles used—and it lies in the word “integrated.”
I have met with students in classes and had conversations around campus about what students understand integrated to mean. The most common answer I’ve heard is that all communications look and sound the same. That “one voice” concept is certainly a large part of what IMC is. There’s also more to it. IMC is connection. It’s a spirit that reverberates throughout an organization where everyone is on the same page (at least in communications), and that one-ness leads to a synergism in promotion because of the collaboration that echoes through the cubicles and offices. We usually see IMC programs in the big companies, the Procter and Gambles of the world. They have built intricate and complex collaborations between their integrated marketing elements driven by streams of data longer than the line to claim a tailgating spot on The Grove.
However, IMC in smaller companies takes on a noticeably different approach. Of course, research still plays a large part of the connectedness between communication elements, but it’s the spirit of collaboration that really drives IMC. The beauty of this issue’s focal point is that small business is where IMC is magical. At a small business, IMC is more than numbers and synchronized media placements. It’s raw collaboration built from the ground level. We call that “organic.”
Whether it’s a small team of passionate entrepreneurs or an emerging local business, communication decisions are only in synch (and, therefore, integrated) when the team is in synch. Everyone has to buy into the brand. They live the brand because they are the brand, and the brand’s success depends on each of the team members collaborating and contributing.
The studies I’ve conducted in IMC have all led to the same conclusion – IMC works when it’s organic. Whether working with a large hospital system in Texas, a major cable network, or a small tourism provider, I’ve found that organic IMC is the best IMC. Its success is built in a system driven by individuals who care rather than a channel captain who dishes out commands. Of course, that’s not to say that media buying, media placement, and strategic messaging aren’t critical components of IMC. On the contrary, these activities work better
when IMC is organic—when everyone is dialed-in and collaborating.
We hope you enjoy this, the latest issue of The MarComm Hub, for all the hard work the students, faculty, and staff put into creating such a relevant and insight-rich issue. Like effective IMC, it is the product of organic collaboration. We hope you take the insights from this issue into your own experiences to integrate your communications, whether for a large company, a small business, or even for your personal brand.
Keep on Keepin’ On
Brian G. Smith, Ph.D.
Department Chair, Integrated Marketing Communications School of Journalism and New Media
The University of Mississippi
Four cost-effective marketing strategies: A guide for small businesses
BY: KENNEDY BRYANT
Finding cost-effective strategies can be challenging for small businesses. However, by stepping outside the traditional marketing methods, you can implement numerous effective strategies without breaking the bank. I will share four proven techniques that are particularly successful for small businesses, ensuring sales growth and increasing customer engagement.
Social Media Marketing
Social media marketing is a great cost-effective strategy for a small business looking to establish their online presence. Social media plays a significant role in today’s society, so companies must take advantage of its opportunities. Social media platforms such as Instagram, TikTok, and Facebook are just a few platforms that allow businesses and individuals to share content daily. John Weaver, marketing and media leader, states, “Social media platforms generally offer lower advertising costs compared to traditional marketing channels.” For example, companies can post content promoting their products and sharing recent updates. By creating content and utilizing advertising features provided online, companies can successfully reach their target audience and build a loyal following.
Offer Incentives
Offering incentives is another effective marketing strategy that ultimately increases customer engagement and loyalty. These incentives can vary from discounts, point and reward systems, and loyalty programs, which can motivate customers to purchase more frequently. What makes incentives unique is that companies can tailor them to a specific audience. For instance, a small coffee shop offers a 25% discount to customers during a time that isn’t as busy. This strategy encourages customers to visit when sales are typically lower. In conclusion, incentives create an environment that generates excitement for customers. They are highly effective and do not require substantial financial investment.
Community Involvement
Think about the local businesses you love. What do they have in common? For many, it’s their strong relationships with their customers. Building these relationships is essential for a business’s success. HR consultant, Michael Timmes, shares, “Community involvement can encourage networking, both between employees and with others in the community.” By connecting with the local community, brands can promote themselves with little to no financial investments. This can be as simple as sponsoring a local event, donating goods, distributing flyers, or engaging in conversations with customers- all generating trust. This marketing approach reflects a business’s commitment to the community, which can significantly impact customer engagement and loyalty.
Partnerships
Partnerships can enhance a local business’s visibility by utilizing the audiences of other brands and local businesses. Small businesses collaborating with well-known local partners help build customer trust and broaden their audience. Research reveals the average cost for all sponsorships is about $700. This cost can vary depending on the partnership, but the average cost of $700 is worth every penny for the benefits your company will receive. For instance, when a new health juice store partners with a reputable fitness studio, they can effectively reach health-conscious individuals. Since many of their customers at the fitness studio are focused on their health, this will help target their specific audience. Collaborating with others supports the growth of both individuals and their companies, which is essential for success.
In conclusion, these strategies not only save money but also build strong customer relationships, target specific audiences, and ultimately enhance brand visibility. Social media marketing, offering incentives, community involvement, and partnerships are great, cost-effective ways for small businesses to promote their brands.
Kennedy Bryant is a sophomore majoring in integrated marketing communications at the University of Mississippi, with plans to minor in fashion marketing.
How TikTok can propel a small business
BY: AUBREY EXUM
It is no secret that the famous social media app TikTok has a stronghold on society. Out of every social media platform TikTok is ranked in the top five most used, mainly younger generations such millennials and gen z. Many use it as a go to news source, or simply a form of entertainment. Regardless of the user’s goal when opening the app, it holds the power to sway a person from one opinion to the next or convince a user to buy a certain product. This is where small businesses come into play, by using social media specifically TikTok they can either make or break their sales.
The content produced on TikTok has proven to increase conversion rates for small businesses. The content produced on this app allows creators to quickly showcase their products through the use of videos, photos, or both. It gives content creators more options when it comes to content ideas. The app allows user profiles to directly link a website on their profile which allows other users to quickly shop on a website, thus increasing the conversion rate. One of the major tools that users on TikTok can take advantage of is hashtags. The way TikTok designed their algorithm tracks what videos with specific hashtags are liked by users. This then allows the app to place similar videos with similar hashtags on users For You Pages that are geared towards their interests. Small businesses can utilize this tool to reach their target audience by attaching specific hashtags to their videos which will place their content on For You Pages of users who are more likely to purchase from them.
TikTok Shop is arguably one of the most powerful tools a business can utilize at the moment. When scrolling through the app many of the videos featured on the For You Page showcase an item with a link below that takes users to TikTok shop. Small Businesses with a following of a thousand or more are invited to sell on TikTok Shop. This has proven to be extremely successful in increasing not just sales but brand exposure and website views as well.
TikTok has turned itself into more than a social media app, it is now also a shopping platform. The app has made shopping through TikTok Shop an effortless and almost mindless experience. Because it is so easy to click through and it takes users directly to the product, users find themselves able to buy the product within seconds of viewing it. This tool successfully has driven sales for small businesses utilizing this platform.
The app TikTok is a powerful tool for small businesses if utilized properly. The app has the power to propel businesses to the next level and gives them more opportunities to go viral. It successfully connects businesses to their target audience which increases their conversion rate and sales. Through the use of features such as TikTok Shop and the app’s algorithm, small businesses are thriving and growing at a faster rate than in years past. TikTok is a major asset to small businesses and their growth.
Aubrey Exum is a junior integrated marketing communications student. She is a small business owner who utilizes TikTok to increase sales.
The pros and cons of AI
BY: DANNA STABERG
Artificial intelligence, better known as AI, has grown tremendously worldwide. AI is commonly used by students all over America. However, it has so many more advantages that not only students can benefit from, but small medium businesses can also benefit from it. Many people in the small business world struggle to advertise their business in a way that will reach the right community. If you were to ask AI to create something while giving details of the situation and your brand, they would create the perfect advertising tailored to your brand. It is the same with content creation because not everybody is social media-wise, and it can save you money by finding a marketing company to do it for you. Using AI for marketing and data insights can lead to significant cost savings compared to hiring a marketing company or conducting manual data analysis. There are countless advantages of using AI to help with marketing and data insights about current trends or patterns, allowing your business to make informed decisions on current marketing strategies. For instance, AI can be used to personalize email marketing campaigns, analyze customer feedback to improve products or services, and even predict future market trends.
With all of AI’s advantages come some disadvantages. Since AI is just technology, it lacks the human touch when producing things. However, AI can be programmed to effectively understand and respond to customer issues, mitigating potential frustration. Relying only on AI can severely affect creativity and personalization, losing the human connection with your customers.
To maximize all the advantages AI offers while also avoiding its disadvantages, Small medium businesses need to take a more balanced approach when using AI. This means not relying solely on AI for all marketing tasks but integrating it with human creativity and personalization. Here are some examples of taking a balanced approach: A Real Estate broker recently got a new listing and wants to advertise it but is still determining how to get people’s attention, so the broker used AI and wrote an excellent description of the new home for sale. Using it in small ways is a great start to getting used to using AI and getting used to the information it’s giving you. The next step would be to use AI to analyze current content creation trends and all-around marketing for a SMBs. Running a data analysis is very helpful, but to maximize the advantages, getting your team members involved in the creative process keeps your marketing diverse and up to date with everyone involved.
AI offers many opportunities for SMBs to enhance their marketing and connect with their target audiences. From custom advertising to content creation and data analysis, AI can grow a business’s marketing efforts. However, it is important to counterbalance AI with human communication. Human communication is necessary for keeping strong customer connections. Following these strategies, SMB owners can use AI to unlock their full marketing possibilities while staying connected with their customers.
Danna Staberg Is a junior at the University of Mississippi. She is pursuing a degree in integrated marketing communications.
TikTok’s vibrant community awaits
BY: AUDREY ANNE SMITH
The social media platform TikTok is one of the most popular apps used in society today, that engages with users around the world. The algorithm of the app allows users to engage in content they enjoy and reaches a broad audience. By using TikTok, small and mediumsized businesses can showcase their brand and products without requiring a large budget. TikTok provides a way to foster a community by creating entertaining content for potential customers.
Lost In The Scroll
TikTok is full of creative marketing and entertainment that users love. The app itself is built off very addictive and engaging source material that grips users and never lets them go. The FYP (For You Page) is meant for the consumer to scroll through mindlessly and get lost in an algorithm that is handmade for all their likes and needs. The thought of not knowing what is next, and the core idea that the next video will be better than the last, will get whoever scrolls hooked on what is yet to be seen. Tiktok’s layout is very deceiving, because any small twitch of the finger can send you to the store, which likewise can bring attention to any business on the market. The connectivity and all around sharing of information, merchandise, and worldwide topics are TikTok’s biggest strengths that allows anyone who wants to be known the opportunity to do so.
Like, Share, And Connect With Customers
Creating content that is fun and engaging for users will help small and medium businesses connect with customers. Creating entertaining content on TikTok will encourage users to like, share, and connect with the brand. This not only allows customers to engage with the brand but makes it fun for them to participate in the content you create. Creating eye-catching content through viral trends, encouraging users to comment, and even duet with the videos will not only grow a community presence but will also produce loyal supporters for the brand. The more the brand connects, the more likes, shares, and customers will amplify.
Get Creative and Go Viral
TikTok is full of entertainment, now it’s time for small and medium-sized businesses to take over. Every day there are new viral videos trending on TikTok that reach viewers from around the world. For small and medium-sized businesses creating entertaining content, it can be a total game changer in reaching the viral goal. By embracing the unique voice of the brand and launching products in ways that are unexpected, this will captivate audiences. Participating in popular challenges and trends while incorporating the brand, will lead to shareable content that users love. Creating humorous tutorials and fun behind the scenes of the brand, will allow a stronger connection with potential customers. TikTok’s algorithm is based on creative content; therefore, businesses participating in these trends will become viral, drive traffic, and boost sales.
Audrey Anne Smith is a senior at the University of Mississippi. She is an integrated marketing communications major with a minor in general business.
Photo by Srijita Chattopadhyay, Ole Miss Digital Imaging Services
Marketing made athletic
BY: JULIA KATE RICHTER
How can small businesses grow their customer base using college sports? It is quite simple and way more fun than one would think! All you need to get started is a social media/online presence and a creative marketing plan.
College sports have become a huge driving factor for prospective students choosing a school in recent years. Social media has boosted exposure and visibility on universities and their collegiate extracurriculars. The excitement of games and the rush that people feel when their team wins is hard to resist especially when said team happens to also be at a very fun school. For example, football has been the center of the internet’s attention recently. Many collegiate football teams have continued to gain more viewer’s attention over the past few years as social media continues to highlight the sport. From Volleyball to Track and Field, sports teams have garnered a lot of attention from seniors in high school and have been like a tractor beam of attraction for incoming freshmen.
The Opportunity
This is an extremely rich opportunity for small businesses in college towns and surrounding areas to get behind and involved with. If a business owner is trying to promote their business and garner more publicity, hopping on the college sports train is the way to go. Whether this business is in a major college town or if it surrounds one it does not matter. Posting team promotional content on your business’s social media accounts or website will attract attention from those who already follow you and will help expand your customer base. For example, a small business using UCLA’s upcoming Volleyball tournament as an opportunity to promote a sale for UCLA students would be a great way to attract business.
The Attraction Methods
Dressing up your store front or designing your website to advertise custom sports team themed items will also attract customers either from the street or if your online store happens to cross their paththey will click on the link. Even if customers are not necessarily fans themselves they might know someone or be related to someone who is. The best and simplest way to make your business stand out when it comes to sports themed items is to find a way to single out your product in a refreshing and attractive way. For example, selling clothing that is specifically designed for an upcoming game or event that is popular. A Michigan vs Ohio State game themed t-shirt or sweatshirt that is a limited edition would be a great way to attract customers who are fans of either.
The Sponsorships
A paid partnership is also a great way to promote and prop up your business once you have expanded far enough that your budget allows for it. If say Jaxon Dart is wearing an
item of your brand’s clothing down the Walk Of Champions into the stadium through the Grove that is also bound to gain a lot of attention. Especially if he posts on his social media accounts promoting your products to his fans.
The Expansion Methods
Another way to grow/expand your business when your budget becomes bigger is through paid advertising. For example, paying for an advertisement for your business to be announced as a sponsor for a game. Whether that be on tv or in the stadium on the Jumbotron it can garner a lot of attention. A sportscaster announcing that your business is sponsoring tonight’s basketball game in Tuscaloosa Alabama against Auburn would promote your business to a wide variety of publics instead of specific fans on social media or your online store or even in your paid partnership.
In conclusion, college sports can be a rich promotional resource for your business or brand. It is all about creativity, effort, and finding a new angle. The more innovative and fresh your campaigns are, the more attention is brought to your small business. This includes continuously posting on social media and promoting your game day themed items as well as game day itself for your chosen teams. Consistently putting your business out there and into the middle of college sports will get more people to engage with your business, and it will attract more attention and do wonders for your brand in the long run.
Julia Kate Richter is an IMC major at the University of Mississippi. She wants to work in sports broadcasting for ESPN.
Maximizing impact on a minimal budget
BY: VIRGINIA BURTON
A digital marketing approach to maximize impact without breaking the bank
In today’s digital landscape, video content has become a dominant force in marketing. Whether through social media platforms, or other online channels, video has become a powerful tool for reaching an audience. Customers are watching more videos than ever before, making it essential for businesses to incorporate video into their marketing strategies. For small and medium-sized businesses, digital media investment, including paid ads and organic content, is crucial for achieving a strong return on investment.
When crafting a video marketing strategy, it is important to combine both paid ads and organic content to maximize reach and engagement. Paid ads offer immediate exposure to a wider audience, making them ideal for promoting time-sensitive campaigns, product launches, or specialty offers. Platforms like Google Ads allow businesses to target specific demographics, ensuring ads reach the right customers. On the other hand, organic content, though slower to gain traction, is perceived as more authentic and can build trust with audiences over time. It also requires less upfront investment, allowing SMBs to maintain a presence without constantly spending. A combination of paid advertisements and organically generated content will lead to a well-rounded strategy targeting the audience at multiple points.
The Power of Organic Content
Today, video consumption reaches an all-time high, with US audiences using their phones for an average of 8 hours per day, according to a study conducted by Statista in 2024. Organic video content offers a cost-effective way for SMBs to grow their customer base. Because organic content is often shared or reposted by viewers, it has the potential to reach a broader audience than traditional marketing methods, like static social media posts. Consumers find this type of content more genuine and informative, which can foster higher levels of trust and brand loyalty.
The rise of social media platforms like Instagram, TikTok, and Facebook has revolutionized the way businesses connect with consumers. Each platform has its unique audience dynamic, making it essential for businesses to tailor their content accordingly. A successful organic strategy involves more than just posting videos. Responding to comments, using relevant hashtags, and encouraging user-generated content can amplify a digital presence. Creating a community can promote lasting customer relationships and make the brand more approachable and relatable. This helps establish a brand identity and differentiates themselves from competitors, with minimal spending.
A key advantage of organic content is cost-effectiveness. Unlike paid ads, organic content requires little to no financial investment beyond production costs, making it an ideal option for businesses with limited marketing budgets. It also offers the potential for viral reach, as followers and customers may share content across their networks, significantly expanding reach.
Creating Engaging Content on a Budget
The good news for SMBs is that producing high-quality video content no longer requires a massive budget or professional studio equipment. Many successful brands have embraced a more casual, authentic style of video production, which resonates with today’s audiences.
Modern smartphones come equipped with powerful cameras capable of shooting in 4K resolution, which will be sufficient for most marketing needs. There’s no need to invest in expensive software when tools like iMovie, Cap Cut, or DaVinci Resolve are available for free or at low cost. These programs offer professional-level editing capabilities, from transitions to color correction, enabling the ability to make high-quality edits.
The Best of Both Worlds
While each type of content—paid and organic—offers its own set of advantages, the most effective digital strategies incorporate a combination of both. By integrating paid ads and organic content, businesses can maximize their reach while building meaningful connections with their audience.
Paid ads can help boost your visibility for your organic content, drawing in a wider audience who might then engage with your organic posts. Similarly, the engagement from organic content can be leveraged to refine paid ad targeting, ensuring engaged and relevant audiences are being reached.
Video marketing is no longer reserved for big corporations with large budgets. With the right strategy and tools, SMBs can effectively compete in the digital marketplace, creating engaging video content that resonates with audiences and drives growth. By having a balance between paid advertisements and organic content, and utilizing affordable production methods, small-medium businesses can maximize their overall impact.
Gini Burton is studying integrated marketing communications. She serves as the president of UM Ad Club, Photography Editor for The Ole Miss yearbook, videographer for the School of Journalism and New Media, and is currently a Junior Videographer at Hunt marketing firm.
How to boost your brand: Digital marketing strategies for SMBs
BY: CAROLINE HANKINS
Practical
tips
to elevate your online presence and strategies for success
In today’s digital age, small and medium-sized businesses (SMBs) must leverage comprehensive marketing strategies to stand out in a crowded marketplace. With limited resources compared to larger corporations, SMBs need to be strategic and efficient in their marketing efforts. For instance, using social media platforms to create targeted ad campaigns can help SMBs reach specific audience segments without breaking the bank.
Embrace Social Media Marketing
Social media platforms like Facebook, Instagram, and Twitter offer SMBs a costeffective way to reach a broad audience. By creating engaging content and interacting with followers, businesses can build a loyal community. It’s essential to post regularly, use relevant hashtags, and respond promptly to comments and messages.
Optimize Your Website for SEO
Search engine optimization (SEO), which is the process of optimizing your website and content to improve its visibility and ranking on search engines, which helps drive more organic traffic is crucial for driving organic traffic to your website. Ensure your website is mobile-friendly, loads quickly, and contains relevant keywords. Regularly update your blog with high-quality content that addresses your audience’s issues. Tools like Google Analytics can help you track your website’s performance and make data-driven decisions.
Leverage Email Marketing
Email marketing remains one of the most effective ways to support leads and convert them into customers. Email marketing remains one of the most effective ways to convert them into customers by allowing you to send personalized, targeted messages that build relationships, provide valuable content, and encourage engagement and conversions through strategic calls to action. Build an email list by offering valuable content, such as e-books or exclusive discounts. Segment your audience to send personalized emails that resonate with different customer groups.
Invest in Content Marketing
Content marketing involves creating and sharing valuable content to attract and retain a clearly defined audience. To develop an effective content strategy, consider incorporating a mix of blog posts, videos, infographics, and podcasts. Each type of content can serve different purposes and appeal to various segments of your audience. Storytelling is a particularly powerful tool in content marketing. By sharing your brand’s story and values, you can connect with your audience on a deeper level. This helps to humanize your brand and build a stronger emotional connection with your customers. Authenticity is
crucial in content marketing. Focus on genuine interactions and avoid “fake vibes.” This means being transparent, honest, and true to your brand’s identity. Authentic content resonates more with audiences and can help build trust and loyalty over time.
Utilize Paid Advertising
While organic reach is essential, paid advertising can give your marketing efforts a significant boost. Platforms like Instagram Ads and Facebook Ads allow you to target specific demographics, ensuring your ads reach the right people. Start with a small budget, test different ad creatives, and analyze the results to optimize your campaigns.
Analyze Consumer Behavior
Understanding your customers’ behavior is critical to developing effective marketing strategies. Use tools like Google Analytics, social media insights, and customer feedback to gather data on your audience’s preferences and behaviors. This information will help you tailor your marketing efforts to meet their needs and expectations.
By implementing these digital marketing strategies, SMBs can enhance their online presence and effectively engage with their target audience. Remember, the key to successful marketing is consistency and authenticity. Stay true to your brand’s values, and don’t be afraid to experiment with different strategies to see what works best for your business. With the right approach, SMBs can navigate marketing challenges and achieve sustainable growth.
Caroline Hankins is a senior studying integrated marketing communications at the University of Mississippi.
Photo by Srijita Chattopadhyay, Ole Miss Digital Imaging Services
Collaborating with other brands to grow small businesses
BY: LANE MORGAN
Collaboration and partnership are everywhere we look. Whether it be work colleagues, a spouse, or friends we collaborate in nearly every aspect of our lives. Working with others is crucial to our success, and business is no different. A marriage cannot be successful without two parties working together, similarly, an office cannot be successful without colleagues utilizing teamwork, and a business cannot be successful without collaboration. This article will dive into the five things you need to know about brand collaboration, why it is successful, how to collaborate efficiently, and the many benefits that come from collaboration.
When collaborating with another brand choosing a company that has similar values is perhaps the most important aspect of the whole process. Both brands’ goal is to mutually benefit, so partnering with a company that has similar objectives and goals is crucial to the process. When the collaboration goes public you want your own company’s audience to resonate with the brand that you are collaborating with. Not only is the selection of a brand important to helping your own brand reach its goals but also to the receptiveness of your customers.
Something to consider when collaborating with other brands is expenses. Collaborating is cost-efficient. Most expenses are being split between the two brands during the collaboration process making greater opportunities possible. Marketing costs and development expenses can be shared between brands during the collaboration process. This aspect of collaboration is great for small businesses who may need more funds for larger projects to help the company grow. Shared costs also allow for certain initiatives to be more achievable, especially when smaller businesses have smaller budgets.
Perhaps the greatest benefit that comes from brand collaboration is increased exposure. Collaborations allow for increased exposure from the partner brand’s audience. Reaching new audiences is important when trying to stand out and can easily be attained through brand partnerships. Working with a more established brand can help to reach new audiences that the company may not have been able to previously reach. Brand visibility has been shown to increase by up to 30% from brand collaborations. Companies that have worked together long-term have seen their annual revenue surpass a 50% increase.
Choosing a brand to collaborate with might be the most important step in the process. Picking a company with similar audiences and objectives is crucial to a successful collaboration. This step is similar to that of choosing a brand with similar values but focuses more on making sure that the brand you choose is going to uplift your own. Daily Drills x La La Land Coffee is an example of a brand collaboration that has successfully chosen partners. The brands have collaborated twice now, both events were a great success, with hundreds of customers lining up hours before the coffee shop opened. Choosing a brand that is in the same industry as your own if not one that compliments yours is a sure way to guarantee a successful collaboration.
One of the coolest things about brand collaborations is that each brand brings different things to the table. Using each brand’s different strengths helps each company to reach their desired goals. Sometimes a brand can’t get to a certain level that they’re hoping to, but with the help of another brand they can get there. Similarly to the cost-effectiveness of collaborations, working with another brand brings different ideas and talents that can help small businesses to grow. Collaborating and using each brand’s skills allows for innovation and opportunities that a brand alone may not be able to reach.
Lane Morgan is a junior. She is an integrated marketing communications major specializing in fashion promotion.
How to market to different generations
BY: CAITLIN HITCH
As a business, it is extremely important to know who you are selling to. It can be hard to sell products with such a diverse and unique audience. Our society is filled with people of all ages, each generation with its own interests, attentiveness, and enjoyments. These generations include It is important to not only establish your target audience, but also know who your target audience is as a generation. Here’s a list of ways you can successfully market to different generations.
Establish Your Target Audience
Before marketing to a specific generation, you must determine which generation you want to entice with your product and brand. Maybe your new technologic products will attract more people of Generation Z, or maybe your brand is “old-school”, and you just want to cater to the older people of the Millennials or Generation X. Your target audience all depends on the products you are selling and the brand vision you are trying to achieve. Once you have established your target audience, you can explore their interests, likes, and preferences, which will allow you to create a sense of brand loyalty.
Know about Gen Z
Let’s first begin with the most prominent generation when it comes to media and marketing engagement, Gen Z. Born between the years of 1997 to 2012, Gen Z is the most active generation on social media and the internet, it is extremely important to take advantage of this fact. The attention span of a Gen Z individual has shortened and is around 8 seconds which can be compared to a goldfish. With this being said, Gen Z prefers quick, engaging visuals, such as short videos, and interactive content. Gen Z spends countless of hours online, maximizing your mobile optimization is vital, as Gen Z often browses and shops from the convenience of their phones. Finally, the power of authenticity can sometimes be overlooked. Gen Z wants to know they can trust the brand they are buying from. Be transparent and honest with your customers. Highlight your brand’s purpose and mission truthfully, and you will have Gen Z wrapped around the finger of your brand.
Know about Millennials
Born between the years of 1980 to 1996, millennials aren’t as engaged as Gen Z, but still have a strong social media and internet prescence and knowledge. This generation was the first group of people to be thrown headfirst into the realm of social media. Millennials are mostly active of Facebook and Instagram, but do not have as strong of engagement on other social media platforms such as X and TikTok. Millennials, now the largest consumer group with significant purchasing power, are heavily influenced by the “Fear of Missing Out,” (FOMO). Millennials are often shaped by influencers they follow online. Taking advantage of influencer marketing could be beneficial in reaching the Millennial generation in terms of marketing your products.
Know about Gen X
Members of Gen X were born between 1965 to 1980. They are the generation that is least engaged on social media, and in some ways can be the most challenging generation to market to. Despite their engagement on most social media platforms, they still have a digital presence through YouTube, Facebook, and email. Take advantage of their activity on email and create email campaigns with personalized offers, which can make email marketing an effective tool. Gen X also does not purchase new products in comparison to other generations. When it does come to buying new things, 82% of the generation X decided quality as their most important consideration when deciding if and what to buy. Gen X may be the oldest generation of people in our society right now, but they are just as important and can be significant to the establishment of your brand loyalty.
Caitlin Hitch is a junior IMC major specializing in public relations at the University of Mississippi.
How small businesses can use TikTok and creative apps for promotion
BY: OLIVIA CRAIG
TikTok has evolved into a powerful platform for small businesses to connect with audiences, promote products, and build brand awareness. As one of the five most downloaded apps in the world, TikTok provides small businesses with an opportunity to expand their reach and connect with an engaged audience. Combined with creative apps like CapCut and Canva, TikTok allows businesses to create visually compelling content. Your business can solidify brand recognition, highlight products and services, and connect with a growing and influential audience that has the potential to become loyal and lifelong customers.
Identify and Connect with Your Target Audience
Understanding your audience is the foundation for any successful marketing strategy. On TikTok, you’ll want to identify the demographics that align with your product or service. Look into age, interests, and behaviors of the users engaging with your market. Use TikTok’s algorithm to your advantage. When you create content that resonates with your audience, TikTok pushes it to more people with similar interests. To better connect, utilize hashtags that align with your brand, respond to comments and stitch other content. TikTok’s analytics tools can help track what works and show you how to refine your approach.
Create Authentic and Engaging Content Regularly
TikTok thrives on authenticity. Users favor relatable and entertaining content over overly polished advertisements. Whether your business is in fashion, beauty, food, fitness, and tech you are likely to thrive by creating fun and positive content. By being genuine, you can build trust with your audience, which leads to brand loyalty and conversions. Create content that tells your story, demonstrates your product, and shows behind-the-scenes of your business. For example, a small coffee shop can share unique recipes or controversial takes on coffee, effectively creating buzz and conversations about their cafe.
Use CapCut for Video Editing
CapCut, a free video editing app, is one of the most popular tools for creating high-quality TikTok content. The app is user-friendly and offers various editing tools, from trimming clips to adding effects, transitions, and background music. With CapCut, you can easily edit your videos to maintain audience interest. Some useful features for TikTok include templates, special effects, text, and captions. These animated videos effectively engage your audience and illustrate your message and story in a simple yet fun way. CapCut has been proven to create an increase in conversion rates. A captivating video highlighting your product, service, or business is more likely to convince your target audience to make a purchase.
Design Eye-Catching Graphics with Canva
Canva is an ideal tool for creating static or animated graphics for TikTok. While videos dominate the platform, adding well-designed thumbnails or intro slides can give your content a polished look. Canva offers templates optimized for social media, so you don’t need to be a professional designer to create beautiful visuals. Canva can elevate your TikTok game by introducing consistent, branded templates across your posts using customizable templates.
Olivia Craig is a junior IMC major at the University of Mississippi. She is originally from Nashville, Tennessee.
How to promote your business offline
BY: LAUREN HEAD
Most businesses are focusing on promoting their brand online, but what about promoting it the traditional way? Social media is being used constantly and most businesses are focusing on how to stand out online. However, it is still important for businesses to understand effective ways to reach audiences away from the online world. Listed below are a few of many ideas to market your SMB using traditional marketing tactics.
Direct Mail
Catalogs, brochures, and postcards are great ways to encourage loyal customers to shop or attract new customers. These items are sent directly to customers and can include upcoming promotions, private discount codes, or even just a simple message saying, ‘Have a good day’. Direct Mail is also an effective way to attract new customers. Businesses can send direct mail to people who have never shopped with them before but who have shown interest in the business. This is a way for businesses to attract new customers.
Phone Calls
Have you ever wondered about a question about a local business that you want to know the answer to fast? Businesses should always be available to take phone calls to answer customers’ potential questions they may have. Phone calls are effective because they allow a business to build relationships with customers by speaking directly to them. An example of how to implement this would be to call a customer who placed an order to let them know that it is ready or call and ask how they like the new product.
Event Marketing
Hosting a pop-up shop at a local outside market, festival, or a community gathering is a beneficial way to promote your business. This is a tactic used to show what sort of products or services your business has to offer to customers. Event marketing can be used to connect with customers face to face, but it is also a terrific way to attract new customers. An example of another way you can utilize event marketing would be to host a private event for loyal customers to your business. This could include having a guest speaker, a private sale, or a fun educational class. Give them the option to invite friends and family. This will build relationships with customers and could even potentially attract new customers.
Raffles and Giveaways
A wonderful way to get customers involved is by hosting raffles and giveaways. Utilizing incentives can encourage more people to come out and shop at your store. An example of how to do this is to set up a table at the front of the store displaying what people have a chance of winning. Have them write down their personal information including phone number, email address, and name. This information could also be used to send promotional emails or give customers calls in the future. Another benefit of hosting these raffles is that it can attract new customers. Some people may be stopping into your store for the first time, therefore when they enter the giveaway they may be encouraged to come back. Raffles and giveaways are a fantastic way to give back to your customers and build a positive brand identity with consumers.
Lauren Head is an integrated marketing communications major at the University of Mississippi.
How to use viral trends as an SMB
BY: FRANCES WILSON
How to maximize your chances of going viral on social media as a small business owner.
In today’s world, one viral Tiktok can turn a small business into an empire. The question is, how can a small or medium-sized business set themselves up for a viral opportunity? The key is to have a good sense of what is happening online. This can help businesses market themselves, gaining visibility and capturing audience attention. Here is a guide on how to ride the wave of viral trends to make a lasting impression.
Keep a Finger on the Pulse
In order to take advantage of viral internet trends businesses need to be well-informed about what is occurring on social media. From memes to serious social issues the internet is a complex place where content can go to die if not executed correctly. It is important to check social media apps like Tiktok, Instagram, and X to know what is popular and what is not. There are certain hashtags and sounds that if used at the right time can help boost engagement so it is important to have a deep understanding of these platforms. One example of a small business that successfully rode the wave of viral trends is Peachy BBs, a once small slime shop founded by a woman named Andrea. According to a Shopify article, Peachy BBs grew its small following to a whopping 4.7 million on TikTok by regularly posting videos that showcased the slime making process. This commitment to consistent content and studying trends, helped the small business turn into a brand that sells out its new product drops in minutes. This proves the power of a well-executed social media strategy.
Create Engaging Content
Once a relevant trend is identified a social media post needs to be creatively crafted to stand out. Creating memes referencing pop culture or viral videos is a good way to connect with younger audiences. Humor is one of the most effective ways to grab the attention of young audiences. There are ever changing viral challenges, dances, and pranks that can be applied in a relevant way to boost interaction. Strike while the iron is hot! Make sure the content posted is up to date with the current trends and not dated. With today’s social media environment trends can be over in just a few days.
Relevance
Not every viral trend aligns with a brand’s image and it is crucial for small businesses to choose thoughtfully. Understanding a trend’s origin is important to ensure it aligns with the value and image the brand wants to promote. For example a brand with a sustainable business should avoid trends that waste food, money, or are harmful to the environment. Consumers can spot inauthenticity easily so staying true to your brand’s values helps to build trust and loyalty with customers. Choosing trends that reflect the values of your company is key to connecting and growing your audience.
Interact with the Audience
Engagement with your audience is key to increasing the chances of a viral moment. A simple comment on a post can bring attention to a company. This also helps an audience feel connected to the brand and make them want to engage with the content. The most important part of a social media post is to grab the attention of the viewer so that they will look at the rest of the content on a page. Do not just post, engage. Responding to comments and creating a dialogue with customers helps build lasting relationships and keeps the brand relevant.
In conclusion, small to medium sized businesses that utilize viral social media trends can create lasting success through authentic posts, engaging with their audience, and utilizing relevant trends. By understanding the social media climate and building a relationship with customers online, brands can maximize their chances of going viral.
Frances Wilson is a senior integrated marketing and communications major at the University of Mississippi.
Photo by Srijita Chattopadhyay, Ole Miss Digital Imaging Services
How boutiques can grow their Instagram using Pinterest
BY: ANNIE PHELPS
Growing your Instagram as a small Boutique can be extremely difficult at times. It is hard to find different ways to reach your company’s target audience and get them to hit the follow button on Instagram. Many people have resorted to Twitter, Facebook, TikTok, etc. in order to reach people and promote their Instagram in hopes of the number of followers growing. But what if I told you there is a social media platform perfect for Boutique advertising that people often forget about? This platform is known as Pinterest. Pinterest can be used to help market Instagram for local boutiques.
What does Pinterest have to offer?
Pinterest consists of an arrangement of photos that caters to what you are interested in. If someone is interested in food recipes and pink dresses, Pinterest will fill their feed with an endless amount of different recipes and different types of pink dresses. When trying to grow your Instagram followers, Pinterest can be a very useful tool due to its efforts to cater to everyone’s interests and wants. When using Pinterest, companies have the ability to use the app to create digital marketing posts, advertisements, designs, photography and more. Surrounding this idea, boutiques can post their clothing, accessories, and home decor on Pinterest for consumers to access. If a consumer sees the boutique’s post and decides they like it, they are able and more willing to save the post. You might wonder, “How would that lead to the boutique gaining more Instagram followers?” The answer to this question entails a unique feature that Pinterest has, which is the ability to link your Instagram page to a post. Through embedded links, consumers can easily access a boutiques Instagram with just one click on a pinned photograph.
How to start your Pinterest page and use it
Starting your Pinterest page is very simple. Download the app, create a profile, and tell Pinterest the things you’re interested in. From there, you can add unique posts of your own involving your own personal interests. Pinterest is a great source of inspiration not only to put out to others but also to gain these attributes for yourself. Pinterest has an infinite amount of creativity and innovativeness that if used properly, will allow for more opportunities to come your way.
How to get people to find your Instagram through Pinterest
Linking your Instagram to your posts is the best way to begin this process. If someone clicks on an image of a skirt, then that post will take them to the boutique’s Instagram page. This attracts others due to how easy and quick it is to be transferred with just the click of a link. The more posts you create with links on Pinterest, the more likely it will be for someone to become interested in your Instagram page. It is also crucial that you are creative and most importantly persistent with these posts to promote not only your Pinterest, but other social media platforms that have content you want exposed to others, such as Instagram. Consumers don’t want to read a ton of words about why they should follow the boutique’s Instagram. Consumers want to see a photograph that captures their attention followed by a quick link that takes them to the product they desire. Pinterest is fast, captivating, personalized, and a free promotional tool.
Annie Phelps is a student at the University of Mississippi
How to promote small businesses through making big connections
BY: KEELY SKELLION
Small businesses in this day and age heavily rely on social media. Through micro-influencers, Instagram, TikTok and PR packages; small to medium businesses create a chunk of their traffic. It is also important to recognize that without connecting within the town, the businesses would not boom as much as they can.
Owned in its Own
To build off being involved, creating events for those in the community to participate in can equal more business to evolve. Creating your own flyers and media posts within the store are big beneficiaries. One way to create an event is to do small activities in store to see how your audience reacts and have real time feedback to the interests. Customers love to be involved and feel a part of something, therefore if the small to medium business is making their target audience feel comfortable, they will more likely promote your business.
An example of creating big connections within an event would be to make your own hashtag. When you are able to associate your brand with something catchy, you can become more known for your creativity. Making big connections within a small town can carry in person and behind a screen. We are in an age where it is a divided forefront. New generations rely on social media, however the older generations are still more traditional when it comes to marketing and media. Owned media can make or break a small business. Creating an event or joining your community can successfully boost the brand by the hospitality within. It can also prove that through partnerships and authenticity, you are able to contribute to the community.
It Starts At The Door
A simple way to look at it is who you hire affects who you attract. People in small towns love being able to make a connection with who they see within the store. Hiring someone who loves what they do and will promote the brand authentically can immediately improve the businesses sales as well as the overall foot traffic. This is a stepping stone that can carry the brand to places on social media and its overall word-of-mouth. Finding the right fit for a business is a key to marketing success.
Another way to build upon connections is to be involved. Small towns are always hosting events that require its storefronts to participate in. Being involved in things such as farmers markets, festivals, and even school events can boost revenue extremely. The events contain marketing strategies within social media as well as in person methods. Including your small to medium business on flyers, posters, and a continual topic of conversation are great ways to boost your brand awareness.
Generational Pull
As mentioned, different generations cater to different outlooks. By adapting your small business within the community to feed to these different ages, you will see a tremendous increase in your brand. Click record on your phone. How our world is going now, you will never know if something can go viral or not. Create stickers, flyers, punch cards. This will continue to swoop in business in the doors. Making the connection with all ages is truly what will thrive.
Keely Skellion is an integrated marketing communications major at the University of Mississippi.
Photo by Srijita Chattopadhyay, Ole Miss Digital Imaging Services
AI revolutionizing marketing today
BY: MIRABELLA NICHOLS
As small and medium-sized businesses strive to compete in an increasingly digital world, emerging technologies, particularly AI, are transforming the landscape of Integrated Marketing Communications. These developments provide new chances for small businesses to more effectively interact with their target markets, however they also bring particular obstacles.
It is essential for a business to know how to handle these adjustments if it wants to remain competitive in the ever changing digital market. As a small or medium sized business owner, keeping up with AI’s capabilities not only helps you implement more effective marketing strategies but also gives you a significant advantage over your competitors. The ability to deliver personalized, data driven campaigns can boost customer engagement and foster brand loyalty. AI can help you make the most of your marketing initiatives and make sure that the proper audiences view your message at the right time which will ultimately result in increased sales and profits.
Technology’s Effect on Marketing
The rapid adoption of digital tools during the past ten years has completely changed the way marketing plans are implemented. From social media platforms to data analytics, businesses now have more resources than ever before. The development of AI has elevated this change to a new plane. AI driven technologies allow small businesses to analyze consumer data, predict behaviors, and create highly personalized marketing campaigns. This means more than just staying competitive, it means being able to deliver customized experiences that were once only accessible to larger companies with bigger margins. Today’s small businesses can make an enormous impact by using AI to streamline processes, identify trends, and improve communication tactics.
AI and Personalization in IMC
One of the most valuable uses of AI in marketing is its ability to facilitate personalization at scale. With the use of consumer data analysis, AI can target audiences with highly relevant content based on their surfing history, social media activity, and purchase trends. For example, AI driven email marketing tools can personalize messaging based on customer interactions, ensuring that the right content reaches the right people at the right time. Customers relationships can be greatly improved by smaller businesses with this level of customisation. All in all, company owners need to make sure that their use of AI complies with ethical norms and be aware of data protection laws.
The Increasing Popularity of Immersions
Immersion experiences like virtual reality are becoming more and more popular, and this is largely due to developing technologies. These are not limited to IT giants or big businesses anymore. Customers might be captivated by brand experiences that
small businesses build with virtual reality. To provide virtual home tours, a nearby real estate company could utilize virtual reality. Engaging customers and setting the companies apart from rivals are two benefits of these immersive experiences.
Getting Your Brand Ready for the Future
In today’s fast-paced digital landscape, small businesses must embrace the latest advancements in AI and emerging technologies to stay competitive. This entails making the appropriate tool investments, training employees consistently, and keeping up with new developments. While the use of these technologies can seem frightening, the rewards such as enhanced personalization, immersive experiences, and the ability to anticipate marketing needs, are worth it. Through the adoption of AI, personalization, and immersive experiences, these companies can anticipate their marketing needs and grow in the digital era.
AI and other emerging technologies are changing the way businesses interact with their customers. With the help of these tools, small businesses can create compelling, individualized experiences that enable them to compete with bigger businesses. One can shape the future of marketing communications and stay ahead of the competition by realizing the potential of these technologies and planning for the challenges that lie ahead.
Mirabella Nichols is from San Diego, and currently studies integrated marketing communications. She completed two summer internships at Southwest Strategies in San Diego, where she gained valuable experience in strategic communications and public affairs. This foundation will support her studies and help her too bridge marketing and law in her future career.
