Small Business Marketing Basics
We write a lot about marketing and branding, as it is the only way to ensure small business success. However, many people get so mired in the details that they forget the core strategies that lay the foundation for a great small business brand. We are getting ‘back to basics’ today with a look at the core elements of successful small business marketing.
- Be visual. Customers won’t ‘get’ your brand at first glance, and few will take the time it takes to get to you without good reason. For these reasons, you need to make a stunning first impression through visual means. Develop a small business brand with a solid visual identity and logo design. Keep your locations pristine and invest in professional web design if you have a website. ‘Seeing is believing’ in the world of small business.
- Be social. We have said over and over that social networking is the branding and marketing wave of the future, and here we will say it again. No modern business can be without this valuable method of getting to know your customers and letting them get to know your logo design and brand. Social networking also allows you to show the human side of your business, which brings us to our next tip.
- Be human. What we mean by this is to be a likeable human that your customers can identify with. Whatever you are selling, people will buy more of it if they genuinely like you. Don’t be afraid to form a small business brand based on your own personality; it will feel authentic to customers and be easier for you to maintain in the long run. Also, feel free to insert little bits o humor or personal anecdotes into your business, whether it is in a blog or when dealing in face-to-face interactions. These should never interfere with your business, but in the right amount they can greatly enrich it.
- Be omnipresent. This may seem impossible, but new technology has made it essential. People have busy lives and can’t always make to your business in the traditional 9-5 workday. How can you reach out to your customers 24/7? A website is one way of doing this. With a well-designed website, you can make sales and communicate your brand to your market in any place and at any time. Good SEO will ensure that you are present in search engine results as well.
- Be consistent. We talk a lot about first impressions, but consistency is just as important. Whether you are running an email marketing campaign or developing a new product, is essential that your customers interact with the same brand every time they visit your business or website. When people know what to expect, they are more likely to return. Further, a consistently good brand will eventually woo many reluctant shoppers into giving you a try.
These tips can seem confusing and at times conflicting to a less experienced small business owner, but they are essential in marketing your small business brand. Talk to a consultant if you are having trouble finding just the right formula.
