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Small Business Marketing Tip #1: Have a Market Focus
Nail down your niche and stick to it. Growing your business means maintaining your unique area of specialty, otherwise known as a value proposition or Unique Selling Proposition (USP). What do you offer that no one else does?
Are you overextending your business’s focus without even noticing? Sure, it’s tempting to be all things to all people, but think before you broaden your business parameters. A solid well-defined identity is essential to promoting your services and delivering upon them.
As your reputation for quality and commitment grows, you can raise your fees accordingly – which is an indication that you are the best at what you do.
Small Business Marketing Tip #2: Dare to Differentiate
How are you different from your competitors? Buyers often assume all businesses in a certain sector are essentially the same. In that case, price can become a customer’s deciding factor. If your business lacks a unique point of sale, you’ll be forced to compete on the level of price - and be frustrated by that competitor who is always willing to sell for less.
As outlined above, finding a market niche is one way to set your business apart. So are unique tie-ins on your services. Send coupons, hand-written thank-you notes, offer to deliver a product, or follow-up with a phone call. You want clients to remember you.
Talk to your clients. Figure out why they do business with your firm. Their perspective is a crucial source of market research. When it comes to advertising, emphasizing your uniqueness should be a central theme.
Small Business Marketing Tip #3: Find Marketing Role Models
As noted, unique forms of promotion are important, but remember that great marketing ideas are used over and over again. Look around for models that work, and emulate them. A few tweaks might be all they need to fit the specific nature of your business.
Go for impact when developing your tactics. Put time and energy into grabbing attention – and holding it. Again, take cues from successful marketing. That way you can focus on getting results, not on winning awards for originality.
Small Business Marketing Tip #4: Inform Your Clients
Offer prospective customers relevant information that shows how well you know their needs.
Your marketing materials could take a “real-world” or “case-study” approach. Include specific examples of how your customers benefit from doing business with your firm. Testimonials from satisfied clients will resonate with your marketing audience.
As you tell your customers how much you know about them, don’t forget to tell them about you. What are your business’s best practices? What gives you the ability to meet client needs? With this information in hand, they will understand what they are paying for and see the value in the goods or services you deliver.
Small Business Marketing Tip #5: Recognize the Value in Retaining Your Existing Customer Base
It can be expensive and challenging to find a new client. Focus your energy on promoting to current or previous customers – these proven buyers are your company’s most precious asset. As you meet more of their requests, they’ll see you as an invaluable resource.
It is at this point that your customers will begin to refer your business. Word of mouth buzz is the best form of marketing. When your clients promote you, then your business is really growing – on its own.
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