It’s hard enough to keep up with running your business, let alone the best ways to market it. This post was written to help you stay informed and on top of what’s important for your business’s growth and success.
Your unique value proposition is what sets you apart from your competitors. It’s the thing(s) you do to help your customers in ways that your competitors don’t (or can’t). Every successful business has a UVP, whether they’ve articulated it or not. If you don’t know your business’s unique value proposition, you need to; and then you need to incorporate it into your content and messaging.
Search engines have radically improved their understanding of locality, and having your business correctly identified and optimized for local search is crucial for attracting the right customers. This means optimizing your website with your location in mind, getting your business listings in local directories set up, and tagging your location in your social media posts.
Same song, different notes: The Google My Business platform is having an ever-growing impact on how local customers find businesses. Getting your Google My Business profile created and populated is a minimal time investment with a major return.
Who competes with you for the dollars and mindshare of your customers and clients? It’s important to know your competitors so you can keep tabs on them, solidify your positioning in your market, and identify gaps that you can fill in.
Complementary businesses are your natural source for partnerships and joint promotion opportunities. Both you and your partner stand to benefit from an expanded audience and increased value.
It’s important to identify what success looks like for your business, which might be organic traffic, the conversion rate on your ads, email open rate, monthly revenue, or inventory growth. Whatever your important metrics are, knowing them gives you a baseline so that you can see how well you’re progressing and where you need to improve your performance.
Related eBook: How to Know if Your Marketing is Working
Word of mouth has and always will be the most highly-prized method of getting your business in front of more customers. In addition to the traditional person-to-person form, online reviews are now a major component of the word about your business. Being proactive with collecting positive reviews for your business is one key to building your credibility with potential customers.
Good old fashioned email marketing still works. It’s still effective, it’s still cheap, it’s still the way for you to convey huge amounts of information to your leads and prospects without taxing your resources or annoying your targets.
Your business has a niche in the world, or should. It is better to be great at one thing than it is to be mediocre at many things. Everyone can get mediocre just about anyplace they turn. Mediocre isn’t competitive. It’s great that’s hard to find. Find your niche and be great in it.
Content is crucial for marketing, but you don’t have to be the world’s greatest writer or use fancy industry jargon to be successful. Marketing is about connection. Write and create as if you are just talking with your audience in a regular personal conversation. Employ their language, convey simple and digestible information, and express your brand message in relatable ways.
In your journey as a small business owner, there will always be new things to learn, but the ten concepts above are foundational. Keep them in mind when forming your marketing strategy, and you can expect success.