You can have a fantastic idea, but without marketing your business will struggle to get off the ground. You see, good marketing is the driving force behind sales generation. And sales are the life blood of every business. If marketing isn’t really your thing though, then it can be a challenge to get started. Help is at hand in this article as we share some ideas on how to successfully market your small business.
- Decide on your unique selling point (USP)
There will be many others in the marketplace offering similar services and products to yours. What is it that sets you apart? What is it about your product or service that is different? The answers to these questions will help you to define what is known as the USP. And this will form the key message you want to convey to potential customers in your marketing material.
- Define your customers
And once you’ve decided on your USP, it’s time to look at who your customers are. Make sure you define who your target customers are and what they want. Be clear about how your product or service is solving a problem or providing a solution to that target market. And then tailor your marketing messages to match with your target market’s needs and aspirations. There’s a reason why retirees never feature in a Lamborghini advert! Brands such as these have a very clear sense of their customers and they know how to connect with them. To be successful your business must develop a similar sense of your target market and you must consistently apply it in your marketing.
- Establish an online presence
Don’t make the mistake of thinking that an online presence is just about your website. Nowadays more and more commerce is taking place through social media channels. Make sure you have a Facebook, LinkedIn or Twitter business page and keep it updated with useful content that can be shared. Social media is hard to beat as a cost-effective way to get the word out about your business and build relationships with your target audience.
Consumers are connecting with brands in a variety of ways so develop as many customer touchpoints as you can. Consider adding a blog with helpful tips or product updates. Get website visitors to sign up for a mailing list and keep in touch with newsletters or email updates. Ask satisfied customers to write a Facebook or Google review. These will help to validate your business and can boost sales.
- Consider paid content
Advertising through paid content on social media is a great way to expose potential customers to your brand. Facebook or LinkedIn, for example, enable you to target the specific profile of your customers. What’s more, you set a daily budget for your campaign which means that you stay firmly in control of costs. Managing social media advertising campaigns can be very time consuming. But there are plenty of consultants out there who will manage the process for you, for a fee of course.
Every small business needs a well-thought through marketing plan to support its operations. You don’t have to be a marketing expert – all you need is your USP together with a keen sense of your potential customers. Add this to a strong brand reflected in an online presence and you will be off to a great start.