There’s much more to small business marketing strategy than meets the eye. Setting yourself up for success means focusing not only on gathering leads and making more sales, but also on creating a reputable, trustworthy brand. This article will walk through 9 keys to a successful small business marketing strategy that you can use for your small business. If you are looking for a marketing firm be sure to contact Profitworks.
9 Keys to a Successful Small Business Marketing Strategy
1. Don’t Just Market Something, Build a Brand
When marketing online, it can be easy to forget about branding. Many small-medium sized businesses and entrepreneurs alike begin focusing on sales and other day-to-day business operations and forget the value of creating a brand. What many fail to realize is that creating and maintaining a cohesive brand can massively increase the value of a company. It has been said that just as much of your company’s value is found in how your company is perceived as in how it actually is. If you want a profitable business it all starts with a strong brand.
2. Personalized Experiences
Personalized experiences can make or break the success of a business. American Express has done this for a segment of small businesses participating in Small Business Saturday. They have allowed business owners to create personalized posters, as well as adding their businesses to a local map of businesses for advertising. They create personalized experiences for every small business (customer) in this campaign. All marketing materials are personalized and provide a unique experience. When a customer has a personalized experience they become a loyal customer. According to American Express, the future of marketing is in the personalized experiences our customers have with our brands.
3. Listen to Your Customer
Sam Walton, Walmart's founder, started Walmart in rural areas. When he did, he faced opposition arguing that any mass retailer wouldn’t succeed without a concentrated population. The logic was, if you wanted to provide and move mass goods, you needed mass quantities of people. So why then did Walton go forward with launching Walmart in rural areas? Because he listened to his customers. He knew that those who lived in rural areas often bought more for their families or businesses. Now, as a result, Walmart is one of the most powerful retailers in the world. Listening to your customer is a key strategy when it comes to marketing.
4. Think Outside the Box
Marketing is not what it used to be. If we look back 30 years ago, search engines, much lesssearch engine optimization, didn’t even exist. The internet, as we now know it, did not exist. With these developments comes so much freedom. Freedom to think outside the box, freedom to try and test different forms of marketing, freedom to reach the global market more easily than ever before. In order to stand out in this market, you need to think outside the box when it comes to your marketing strategy.
5. Identify Your Target Customer
One of the most important marketing decisions you make as a business owner is identifying your target customer. Once you answer the question “who do I serve” you will be able to tailor your product and execute your strategy accordingly. Focusing on a specific target can be difficult when first launching a business, as you may want to cast a broad net and try to simply get as many customers as possible, however, when you narrow your target customer you narrow your focus to those you can best serve and those customers that will best serve you. In the end, your business will be more successful and profitable.
6. Define Your Unique Benefit
Your unique benefit should highlight the one main thing your product or service actually delivers that your target customer really wants, not a long list of all the things your product does. One thing Profitworks works to identify with all clients is simply this: “what is your unique benefit?” If we look at Apple, for example, they don’t simply describe the computer they release, they describe the benefit and difference it will make in your life. Outlining the benefit of a product makes it simpler for customers to relate and react.
7. Develop Awareness
It is difficult for a potential client to buy your product or service if they don’t even know or remember it exists. Awareness is key. Generally, a potential customer will have to be exposed to your product 5 to 15 times before they are likely to think of your product when the need arises. This is why it is so important to stay in front of your clients - whether through social media, signs, your online presence, e-mail marketing, etc. Clients must first be aware of your product and they must have a positive experience with or perception of it.
8. Be Consistent
Be consistent in every way and in everything you do. This includes the look of your materials, the message you deliver, the level of customer service you provide, and the quality of the product. Being consistent is key. Beyond having the best product, consistency in your marketing, customer service, and product is crucial to your success. Sometimes marketing takes the back seat when it comes to prioritizing business operations, however, with marketing, consistency is key. Working with a marketing company like Profitworks can increase marketing consistency as they work on a schedule with a plan of executed tasks.
9. Sell the Benefit, Not a Comparison
Marketing is all about highlighting what makes you different and unique. You can market any number of things, most commonly cost or quality, or a combination of both. When you sell your business it is different than simply marketing your business. Selling the benefit means people not only understand what you do, they understand why and how it will improve their life. A comparison can highlight features you offer, however, selling the benefit can completely change your marketing strategy.
If you're looking for a company to manage your small business marketing or are looking to review your strategy, contact the professionals at Profitworks today.
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