6 keys to marketing a small business
Are you a network marketer, small brick and mortar business and not sure how to market your business? These 6 key keys to marketing a small business can make business POP!
Often I hear small business owners make comments like “my marketing budget is limited,” “I don’t have many marketing and advertising options in my community,” and “I don’t know what I should be doing to market my business.”
Very typical challenges marketing a small businesses, you are not alone. I struggled myself for years, until I finally got it and pulled it all together. And you can too…
Your business may be small, and you may have a limited budget, but that doesn’t mean that there aren’t options out there to market your business effectively and affordably.
Here are six keys to marketing a small business in a small community:
Identify your target market
When determining your target market, try avoiding the phrase, “anyone and everyone.” You may do business in a very targeted customers and of course those are the businesses you want eyes on. It’s a common mistake in any business or organization to think that everyone is a potential customer. Why? Because marketing to anyone and everyone just isn’t feasible from a time or cost standpoint. Narrowing your target to those that will truly benefit from your product or service will allow you focus your marketing and maximize your marketing ROI.
Develop a strategy
As a small business owner, you are pulled in a million different directions every day. One of the most common complaints I hear from my clients is that they just don’t have time to focus on marketing or business development because they are so caught up in the day to day of running their business. Sound familiar? Developing a clear marketing strategy and plotting out your plan and budget will help you maximize your marketing dollars and your time so you can focus on running your business.
Build your brand
Just because you are small, doesn’t mean you shouldn’t think of your business as a brand. Investing in your company’s identity is crucial to creating awareness, building a following, and growing your business. Developing your brand should consist of a professional logo, colors, and typography at a minimum. Additional elements including a tagline, imagery, voice, and personality will assist you in maintaining brand consistency throughout your marketing efforts.
It’s rare when a company has zero competition. You may be first to market, but competitors will quickly follow. In a your niche, you may have direct competition, but indirect competitors are likely lurking around the street corner. Conducting a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) is an excellent way to identify how to differentiate yourself from your competitors and will play a vital role in how you decide to market yourself to your target audience.
Engage with your customers
Inviting your customers and potential clients to interact with your business is one of the most important tools in your marketing toolbox. Engagement is not selling. It is developing a relationship and growing loyalty through teaching, being a resource, providing valuable or entertaining content, listening and responding, and sharing your business’s personality. Social media, surveys, videos, and contests are a few of the ways to open your business doors and welcome your customers to become part of your brand.
Get Active in your community
Show that you are committed to your community. This can take shape in many ways: sponsoring an event, donating to a local non-profit, teaching in online videos with your expertise. Whatever you decide to do, ensure that it aligns with your mission, vision and values. There can be a lot of need in your niche community and be sure to you Differentiate yourself to establish your brand, authority and respect you deserve.
If you utilize these key elements, you will be well on your way to marketing a small business like a pro.
Remember, diversity is the key to any good marketing strategy. If you aren’t sure what you should be doing to effectively market your business, enlisting the help of a marketing professional might make sense for you. Just like you rely on your accountant to assist you with the financial aspects of your business. A marketing professional can help set you on the right track for marketing your business. They’ll help you explore your options and identify which will be most effective for you. They can help you create a strategy, set a budget, and measure and track your efforts.
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Donna M Sands, SandsOnlineVentures@gmail.com