As small business owners we are eager to get business. When it comes to marketing our businesses we often jump without looking – and end up scratching our heads wondering why nobody is pounding on our door begging to buy our product or service.
Marketing is no easy feat and there is no easy formula for success. It takes work and effort to find the best way to attract people and get them to purchase your goods or services. Before you spend a dime on logos, business cards, brochures or ads, please read and think through these five things. I promise you that if you really do your homework and think these through, your marketing efforts will be more successful and focused.
1. Define your target audience.
Just whom should you be marketing to anyway? This is a BIG question. You may just want to skip to the next one – but don’t. Clearly identifying a very specific target audience is really important. Your target audience should be very narrow and easy to find. It should be a group you know well or can find out a lot about. A mistake many business owners make is having a target audience that is too large such as: women or small business owners. Instead of women, target “women over the age of 40 who exercise 3 times a week or more” or “small business owners who own restaurants.”
2. Define your niche.
What do you want to be known for? What is a niche? A niche is something unique and special that you offer to your customers. The more specific and focused it is, the greater your success will be. I struggled with this when I started coaching. I thought I had a niche: Small Business Coaching. However, I soon realized that “small business coaching” was too broad. It could mean financial analysis, writing business plans, or how to face fears. I enjoy working with a lot of people who have a lot of different concerns and goals – but that does not help me market my business. Finally, I wised up and realized that many people were coming to me for help to get more clients and customers. So I revised my niche: Business Owners who offer a service and want to get more clients without breaking their bank. See how much clearer that is?
3. Define the benefits that your product/service offers.
What do your products/services do for your customers/clients? When asked what we do, most people talk about their title or tell you what product they sell or service they provide. This is BORING! It rarely captivates a potential client to here me say, “I am a Small Business Coach.” Instead, you should share the benefits you provide. What is in it for the customer? I am better off describing what I do for my clients by saying, “I help business owners in the service industry market their businesses on a shoestring budget.”
4. Come up with concrete ways to give your business legitimacy.
Why should they trust you – just who are you anyway? There are a lot of businesses out there giving a lot of different messages. People are overwhelmed with choices. Chances are good you have tough competition. Your potential customers need to know that you are going to do what you say you will. Many people feel safer choosing a big company rather than an unknown solo business owner. It is up to you to let your clients know that they can rely on you. Do things to build their trust. You could give them a sample or show them examples of your past work. Get testimonials from satisfied customers and/or get a list of references and give this to your customers or post it on your website. Offer guarantees. Most importantly DO what you promise you’re going to do – every time. And, if for some reason you can’t – figure out a way to make it ok with the customer. The way to gain credibility from the start is to get referrals – and the only way to do that is to offer outstanding quality and service consistently.
5. Analyze the competition and determine what makes you special.
Just what are you up against – who is the competition? This is not always a fun thing to do – so many business owners kind of glide past this question. We know a little about them (the competition that is) – but that isn’t enough. If you want people to pick your business, you have to know who else is out there, what they are offering, what they are charging and how their clients feel about their services. Do some homework. Get on the internet and review your competitors' websites. Read their brochures, talk to people who have used their services. Then, figure out what you can do to stand out. What defining feature or service can you offer. Bottom line- why should someone pick your business over another one?
I urge you to take some time to really think these questions through. It is important to review these on a regular basis, because things change, people change and so do our products and services. If you would like me to brainstorm and work through these questions with you, just give me a call or send me an email.
I want to help you succeed and grow your business.
© All Rights Reserved. Creative Business Development, 2006
Best wishes,
Leigh Ann Rodgers, M.Ed.
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