Small businesses are an entirely different kettle of fish when it comes to marketing. Most of the time, for many smaller business models, the mere fact that the company is smaller and independent is a marketing tool in itself, as we are finding that consumers are beginning to choose batch-made products or services provided by smaller teams as opposed to what’s made available by big conglomerates.
That being said, the marketing strategies adopted by smaller businesses need to fit into the business model appropriately.
Let’s take a look at some of the most effective marketing approaches to use for small businesses.
Get To Know Your Audiences
One of the best advantages that small businesses have over bigger ones is the fact that they tend to have a much smaller pool of audiences, which allows owners to connect with followers. A big corporation may be able to simply post their weekly specials, whereas a smaller business can create an environment in which to foster connections with their audiences. Get to know who your audience is and what they care about.
This will go a long way in helping you target your marketing, how to present yourself on social media and perhaps even allow you to adapt your product or service according to the real-time needs of your supporters.
Highlight Your Value Proposition
You know your company better than anyone else, so only you can truly show what you have to offer that gives you an edge over the competition. At face value, for consumers, there is no reason to work with your business instead of another. Consumers may be more concerned with timelines pertaining to how quickly they can get stock or how quickly your service can be provided, such as when they visit website and have to go through a sales funnel, or which option between you and another business is more cost effective. Your value proposition is what will make you stand out from others.
Perhaps you only use locally-sourced goods when manufacturing your products, or perhaps you donate a portion from each sale to charity – whatever it is that makes you stand out is your magic trick. Talk about it on your social media channels, mention it on your product’s packaging, add a write up about it on your website, just make sure that your value proposition is out there and easy for potential customers to find.
Stay Focused On Your Goals
When it comes to marketing, it is so easy to get caught up in a gazillion different directions. It can be tempting to try and do everything at once, as you will feel an overwhelming need to get your small business onto every platform so that as many people know about it as possible. However, this could result in a classic case of sacrificing quality for quantity. Instead, identify the areas that you think will have the biggest impact on your target audience.
Find the blind spots in your marketing that are preventing you from growth, and focus on those, one at a time. Use your resources to focus on these areas and once you have made significant progress on that, consider expanding your efforts to other initiatives within your organisation.