You should definitely read this post if you need help marketing a small business.
So, you’ve built your small business up on your own.
You have the knowledge, the tools and the unique selling proposition and the social skills that have got you where you are today.
The only problem is attracting the clientele that will benefit from your services and products.
This is different from simply attracting clients but attracting the right type of clients that you want.
You may ask yourself; how do I market a small business?
Here are some of the best ways to attract the ideal prospects and clients that will help your small business succeed.
Marketing a Small Business: 10 Ways To Succeed
1. Manage Expectations
When you are marketing a small business, you need to set out a clear proposition. Your clients will have an expectation of what results they can achieve with you.
Make sure you understand these expectations by asking the right questions. Before taking on a client, you need to both be clear on what the goal is and whether you can help to facilitate this goal.
By managing expectations, you’ll know when it a job well done, and the client will send the end goal too.
2. Be Selective
When you are marketing a small business, it may seem like the main goal is to earn as much as possible.
However, the joy of running your very own business is that you can be selective with your clientele.
Consider offering free consultations and webinars as a way to get your business out there and then, with greater exposure, you can be more selective about who you can take on.
3. Utilise Experience
As a small business owner or entrepreneur, you know how versatile your skills are and how you are able to help almost anyone.
However, most prospects will want to know your experience and how it relates to them and their needs.
For example, corporate leaders will look for coaches with leadership experience; start-up business owners may look for a coach with start-up experience.
Figure out the type of clients you want to help and tailor your previous experience in a way that speaks to them and their needs.
4. Find Out What Matters
When you are marketing a small business, tailor your marketing material to what they want to know.
Find out what matters in your niche and then tailor your content accordingly to draw prospective customers and clients in.
Not only does this demonstrate your originality, but it shows you are up to date and ahead of the curve with aspects that your customers and clients care about.
5. Make Friends, Not Foes
Fellow small business owners in your market are not your enemy, and you may be able to learn a lot from how other people are marketing their businesses.
Don’t be afraid to ask; “how should I market my business?” to other business owners at networking events.
Most small businesses have a USP and won’t be in direct competition with yours, so make the most of their wisdom; your strengths may be their weakness and vice versa.
6. Lights, Camera, Action!
How much of the day do you spend staring at a screen? Guess what? Your prospects are too.
So, the best way to excel at marketing a small business is to get in front of your prospects via the screens they are already looking at.
Marketing videos are more than ideal when it comes to marketing a small business.
Your marketing videos don’t have to be big-budget corporate showpieces.
Instead, small business marketing videos should be short, professional videos that demonstrate what you have to offer and how it can benefit your prospective customers and clients.
Remember, the best way to sell is to educate!
7. Be Consistent
It is likely that you have a marketing message across a range of different platforms.
However, this may not convey the same message which can leave prospects confused.
In your branding, you need to get the important point of what you are and why they need you.
Do this consistently across all platforms, and you’ll attract the clients you are looking for.
Learn more about omnipresence: Omnipresence in Marketing: The Power of Being Everywhere (and How to Get There)
8. Be Hireable
Be honest with yourself, would you hire you if you were the client?
If the answer is no, then you need to adjust your strategy.
Make sure your marketing makes you sound like a small business that you would want to hire or work with.
Practice what you preach, prove your integrity and be ready to show that you are the best in the business.
If you don’t, you’ll be missing out on the clients you want.
9. Right Place At The Right Time
Where are your potential clients?
Work out where this is and make sure you turn up like a knight in shining armour.
Think about networking sessions, conferences and workshops about the niche that you can tie into.
Then get talking, show prospects how you can help, and the way your services and products can change their lives.
Essentially, make sure you’re the face they see when they need the services and products you offer.
10. Don’t Let It Drop
Yes, when you’re busy, you’re really busy, but if you let your marketing drop off when you have lots of clients, you’ll find it harder to attract new clients when the time comes.
If you’ve started out with a monthly newsletter, then stick to it.
Remember, you don’t have to do all your marketing yourself and outsourcing can be a cost-effective way to keep up your marketing when you’re short of time.
However, for prospective clients it is important that you are always there, ready to nurture clients with helpful advice so that when something clicks, you’ll be the first person they contact.