When you start a small business, you never know where it’s going to take you. In fact, many small businesses remain small for years and even decades because their owners don’t allow them to grow beyond a certain size. If that sounds like you—if your business is successful but not yet able to compete with the big brands out there—let’s talk about how you can change that and go big…
Know Your Target Audience
In order to be successful, you have to know your target audience.
It still surprises me that so many people miss out on this. You really can’t sell something if you don’t know who you’re selling to? Imagine going to a parent of a 3 year old trying to sell video games – they will not be interested!
You need to know who your customers are and what they want. If you don’t know this information, then how can you possibly provide them with the products and services that they need? It’s important to understand who buys from your business so that they can continue buying from it in the future.
I go more in depth about coming up with your target audience in another post of mine.
Google Analytics is definitely a wonderful tool to figure out your target audience and their interests. (and for free!)
You also need to know how your customers would like to be marketed to. If they’re millennials, then you need to learn what they want and how they want it delivered. If they’re older generations, then you need to find out their preferences as well.
Brand Mention is a great tool that can allow you to do this. You can use it to track certain keywords on social media that people are using and see what the data looks like. You can gain a deeper understanding of how consumers interact with your brand and learn how to develop items that precisely satisfy their requirements.
Another great tool is Content Studio, which provides you with an option to discover current trends and find and connect with the right influencers.
You also need to know what the competition is doing. If there are competitors in your space, then you need to know what they’re offering and how it compares to your products. This will help you determine how to improve upon what’s already out there so that your customers have a better experience with you than with anyone else.
You also need to know what your customers think of you. If they don’t like the way that you communicate with them, then they’ll stop buying from you. This is why it’s important for you to get feedback from them about what they want and how best to provide it to them.
Again, Brand Mention can also help here as you can see each time someone mentions your brand on social media.
You also need to know what your customers want and how best to provide it. If they want something that you don’t currently offer, then you need to find a way to deliver it.
Tap on opportunity where competition is lacking
Yeah, I know, we wish we didn’t have any competition. There’s definitely a massive shortage of opportunities in this world.
But if you know what they’re doing and find a niche where they’re not competing, then you could really get ahead of the game.
It’s all about being creative and thinking outside of the box. You need to find customer needs that aren’t currently being met by anyone else—and then offer a solution that people are willing to pay for.
But, where are we going to find one?
Let’s say you own a bakery and all of your competitors make cakes and cookies, maybe you could offer cupcakes or muffins instead.
If all of your competitors sell clothing at their stores, maybe you could offer sewing lessons or alterations instead.
The point is that if there’s something out there that people want but no one else is offering it–or at least not offering it well enough–then maybe there’s room for another company who does offer it well!
One tool I recommend is Fanpage Karma! You can use it for social media management as well as getting deep insights into your own as well as your competitor’s profile to understand where you may have an opportunity.
You can also get 20% OFF for first SIX MONTHS by using CODE: CPO3U55TG or 1 month FREE if you’d like to try it out!
Make Your Business Unique
- Think about what makes your business unique.
- How can you use this to your advantage?
- What makes your business stand out from the crowd?
Though it may be tempting to try and be everything to everyone, in reality, there’s no way for a small business that does five things well to compete with an established brand that does just one thing exceptionally well. Define your values and mission. What kind of experience do you want your customers to have when they interact with you?
Let’s take CoconutBowls for example, it’s company that sells one product: coconut bowls. And they’re doing it successfully!
The secret to their success? Being unique.
They’re not just selling a bowl, they’re selling an experience–and they know it. Their products are made from real coconuts, so when you buy one of their bowls, you get to enjoy the satisfying sound of cracking open a fresh coconut and eating its sweet insides. You also get to experience the satisfaction of knowing that your purchase supports fair trade practices and helps preserve the natural habitat of the coconut palm tree.
CoconutBowls has created an experience that customers want to share with others–and they’ve done it by being unique in the marketplace.
So… if you’re not already, you have to start thinking about:
What is your brand story?
How do you want people to think about, talk about and share your business?
What kind of message do you want your customers to take away from their interaction with your company?
How can you use this information to better connect with your customers?
What are your core values?
How do they inform the way you interact with others and run your business?
What kind of experience do you want your customers to have when they interact with you?
How can you use this information to better connect with your customers?
Make your business recognizable
It’s true that small businesses have to be scrappy, but the fact is, if you want to make a big impact in your industry, you need an eye-catching brand. That means creating and sticking to a consistent aesthetic across all aspects of your business: from website design and logo design to signage, advertising materials and even employee uniforms (if applicable).
The most successful businesses are the ones that have a clear brand identity. A brand is more than just a logo; it encompasses your company’s story, mission, values and culture. It’s important to think about how all of these things come together in order to create an image that represents what you do best.
If you don’t have a recognizable-worthy brand setup yet, you can hire a freelancer or use website such as Tailor Brands that do it all for you at a really affordable price.
Get used to Social Media marketing
Social media is an essential part of marketing these days. It’s a channel where you can connect with customers and prospects, stay on top of trends in your industry, and get feedback on your products and services.
I share in another post how you can grow your business using social media marketing.
Here are some of the most popular platforms I’d recommend:
- Instagram Marketing: Instagram is one of the most popular social media platforms around at the moment, but it’s also one of the most powerful marketing tools available. There are plenty of ways to use Instagram to market your business effectively, from geotagging photos that show off what makes your city unique (like a local landmark), or using hashtags for branded content, such as giveaways and contests. If you’re not sure where to begin with Instagram, here’s some advice for getting started.
- Facebook Marketing: Facebook isn’t just for personal use anymore – businesses use it too! Whether you’re using Facebook ads or creating organic posts on people’s timelines (posts without paid promotion), there are plenty of ways for small businesses like yours to take advantage of this platform for promoting their brand online without breaking their budgets first off by learning how both types work before making any decisions about which route would be best suited towards reaching out towards more customers who might potentially become regulars later down the road if they see enough value proposition being offered through this method alone will suffice.”
- TikTok:TikTok is a social media platform that allows users to create and share short videos. It was launched in 2018, and has quickly become one of the most popular platforms for young people.
For small businesses, TikTok is a great way to get exposure for your brand. Here are some tips for getting started:
1) Create a branded account on TikTok. You can use this account to post content about your business, as well as create sponsored posts with other brands or influencers.
2) Use hashtags when posting content so that it appears in the feeds of users who are interested in the same topics as you (like #smallbusiness).
3) Comment on other people’s videos that are relevant to your brand or industry (like #smallbusiness). This will help build relationships with potential customers!
Focus on customer service. Become customer obsessed!
When it comes to customer service, there’s a lot of competition out there. You have to compete with established retail giants like Amazon and Walmart. You also have to compete with other small businesses in your industry that offer the same products or services as you do. (I know.. I know!)
Your business can’t win by having a better product than the competition—there are plenty of companies that make better products than yours! But if you provide exceptional customer service? Well, then you’re setting yourself apart from the pack.
You can use automation tools to make your life easier when handling customers!
There is no substitute for great customer service; it’s what makes or breaks any company or brand. If you want your business to grow and succeed long-term (and who doesn’t?), then it’s vital that your customers feel like they’re being treated well throughout every interaction with your brand—from browsing through your store on their mobile phone until they place their final order at checkout and leave feeling satisfied about their purchase experience after receiving their shipment weeks later!
The customer experience is the new marketing. Period!
Give Something Extra When Customers Buy From You
A customer who buys something from you will be thankful. That’s a given. But do they really need another bottle of body wash or pair of socks? No, not at all!
There are various referral marketing softwares available that you can use to implement loyalty rewards like below for your customers:
- A free gift when they buy your product or service
- A free gift to customers who refer their friends to you (this is called “affiliate marketing”)
- A free gift to customers who create an account on your website (this is called “lead generation software”)
- A free guidebook with specific instructions on how to use the product, along with any tips and tricks that go along with it.
A free gift that is related to your business, but doesn’t have anything to do with the product you are selling. For example, if you sell candles, give away some kind of scented oil.
Make sure you have different options for customers to buy from you
Whether it’s payment options or delivery, shipping or any other aspect of your business, having a variety of options will help you reach as many people as possible.
Shoppers want variety. If they know you have a wide range of products to choose from, they’re more likely to visit your site and make a purchase. Plus, offering multiple options can help you appeal to different types of customers—those who want an item right away may prefer faster shipping while those who don’t mind waiting can take advantage of lower-cost shipping methods.
The more options you have, the better. It’s important to offer as many payment methods as possible so that customers can choose what works best for them. For example, if your business accepts credit cards and PayPal but not Apple Pay or Google Wallet, shoppers may be reluctant to place an order because they don’t want to use the latter two services.
When it comes to getting your name out there, sponsored content on social media is a great way to do so. This type of advertising is when an advertiser pays a company or individual to promote its product or service. The advertiser usually has control over the content and how it appears, such as adding their logo or making sure that the item being promoted isn’t noticeably different from the rest of the page.
This type of advertising can be very effective because it gives you more credibility than paid ads would have by themselves. If someone sees that people they know are sharing information about your business, they’re more likely to take action and become customers themselves. However, there are some things you should keep in mind when creating sponsored campaigns:
- Be careful not to spam people with too much promotional content; only post relevant information once per day at most (and even then, do so sparingly).
- Make sure that all products/services offered through these campaigns are trustworthy before letting them promote them on social media platforms (*cough cough* Amazon).
- Offer discounts or coupons for customers who share products/service information via social media channels so they feel like they’re getting something out of their purchase!
Create A Strong Internet Presence, One That Is Updated Regularly With Relevant Content
You need to create a strong internet presence so that your business can be seen by people all over the world. This is especially important if you’re new and people don’t know who you are yet, or if your business has been around for awhile but doesn’t have a strong online presence.
With ChatGPT and other AI tools, it is so much easier to create content anyway. Although for brands, I’d recommend hiring a freelancer for writing content that is unique to your brand’s voice. If that is not in your budget, you can utilize a tool like Copy.AI at an affordable monthly rate to create social media posts or blog content for your business.
Having an easy-to-use website with relevant content and a mobile friendly design will help you attract customers from different places in the world, as well as increase their brand awareness. There are many things that go into creating an effective website for your business:
- Make sure it’s easy to navigate;
- Make sure it’s secure;
- Make sure it’s fast;
- Have contact information on every page of your site (including social media, phone number, and address);
- Create blogs regularly with relevant content that includes tips/insights related to topics most commonly searched by people looking for businesses like yours;
- Send out newsletters regularly showcasing news about what’s going on inside your company as well as any upcoming events where clients could meet face-to-face (ex: trade conferences).
Video For Every Product And Product Description
Video is the way to go now! It is a great way to showcase your product, interact with your customers, build trust and increase sales. It’s also an easy way to increase brand awareness through social media.
You can use something like Replica Surfaces that make it easy for you to add a luxury and professional touch to your products without breaking the bank. They provide high-quality surfaces for all of your photography needs–and they do it at an affordable price. Their products are designed specifically for small businesses, so they’re easy to use. Especially if you’re a solo-preneur or don’t have an office, you can use them on your kitchen island or floor and make it appear as if you’re taking picture in a photo studio!
Here are some things you should consider before creating video content for your business:
- Video can help you get more clicks on search engine results pages (SERPs).
- Videos that autoplay in Facebook feeds get over twice as many views as those that don’t.
- YouTube videos have been shown to have a longer viewing time than other types of content on platforms like Pinterest or Reddit.
Again, you can hire someone to create UGC videos or product videos for you for as little as $10-$30 making your content more engaging on social media and your website.
Video content is also more likely to go viral than other types of content. In fact, according to BuzzSumo research, the average piece of content on Facebook with a video attached gets twice as many shares as those without.
The same research also shows that Facebook users are more likely to interact with brands when they post video content. In fact, the average video post on the platform gets twice as many likes, comments and shares as text-only posts.
Get involved in the community
It’s not always easy being a small business owner. You have to deal with all kinds of challenges: finding customers, keeping up with technology and trends, managing employees…the list goes on! But at the end of the day, you know that what you do matters–and that’s why you’re in business in the first place.
So why should small businesses get involved in their communities? Because it helps them stay connected with their customers and employees–and keeps them from feeling isolated from the rest of society. When people feel like they belong somewhere, they’re happier and more productive at work; when businesses feel like they belong somewhere, they can build stronger relationships with clients and suppliers alike; when communities feel like they belong somewhere… well… let’s just say I’m pretty sure that means everyone wins!
Practice continuous improvement
Whether you want to be a better business owner, make your business better, improve your performance, efficiency or profitability; there are many ways you can grow and make yourself a great example for others to follow in the future.
Consider taking courses in self-development and communication so that you can learn how to communicate with both customers and employees on a higher level than before. Setting goals will also help you reach greater heights than before because it gives direction as well as motivation while working towards them!
Books are a great way to grow – you can read various books out there that can help you learn from other companies and entrepreneur’s experiences to grow your mindset and your business.
Develop a marketing plan
It’s important to develop a marketing plan that outlines how you’ll let people know about your company and what makes it stand out from competitors. HubSpot is a well-known marketing planning tool that you can use and they also have a limited free plan.
The first step in creating a marketing strategy is understanding who your target audience is: Who would be willing to pay money for what you offer? Once you’ve identified this group—whether it’s people with kids or homeowners who are renovating their kitchens—you need to figure out which one of their needs will motivate them enough to buy from your business instead of another one like yours. For example, if one group wants new toys for their kids but isn’t willing to pay much for them because they can buy used items at garage sales or thrift shops instead, then price may not be so important compared with other factors such as product quality and convenience (ease of delivery).
On the other hand, if another group is looking for high-quality toys that are easy to clean and store, then price may be more important in their decision to buy from you instead of someone else.
Once you’ve figured out what your target audience cares about, you’ll be able to create marketing strategies that speak specifically to their needs. You can do this by using the information from your customers’ surveys, focus groups and interviews as well as any other market research data you have available.
Expand and build a community with email marketing.
A lot of people think that doing whatever they can to get new customers is the only way they can grow their business. But what if I told you there was an easier way?
Email marketing! Yes, email marketing has become one of the most effective ways for small businesses to reach out directly to their customers and prospects without having to spend a fortune on advertising campaigns and other traditional forms of outreach.
Why? Because emails are personal! They show up in your inbox as soon as they arrive—and no matter where your recipient is or what device they’re using at any given time (read: mobile phones). They’re also easy to access from anywhere with internet access—which means more people will see them and respond back than if they were stuck trying out some crappy ad campaign that nobody clicks on anyway!
And best yet…it costs next-to-nothing! Here are 5 best email marketing tools that I recommend.
For example: If someone signs up for my company’s newsletter through our website then we send them two emails per month with updates about new products/services coming out soon; we also include links within each issue so people know how easy it would be for me just say “Hey!” when something exciting happens like launching our latest product line into stores nationwide (which happened last year by accident–but still!).
The result?
A steady stream of traffic coming through my inbox every month!
Ask for and act on feedback regularly.
You should ask for customer feedback regularly, and act on it. I share in another post how you can do this along with some email templates that you can use.
If you’re not getting enough feedback from your customers, the first step is to find ways to get more of it. That might mean asking for their opinions on social media or sending out surveys with every purchase (or both). It’s also a good idea to ask questions when they leave reviews on your website, like “How did we do?” or “How can we improve?”. And if you want even more specific information about how your company is doing, there are plenty of survey tools available online—SurveyMonkey and Typeform are two good ones that allow you to create customized surveys quickly.
Once people start talking back at you in numbers large enough (and in detail), it’ll be much easier for everyone involved: They’ll feel heard; they’ll feel valued; and hopefully those feelings will translate into loyalty toward both the business itself as well as its employees/owners/etcetera (i.e., YOU).
Networking, joint ventures, and strategic partnerships.
Networking is the act of building relationships with people in your industry or field. You can do this through social media and going to events that are relevant to you. This will help you gain contacts who might one day become customers or suppliers for your company. You can Google events near you or use websites like Meetup to find networking opportunities.
Joint ventures are when two companies combine their resources together for mutual benefit. For example: you may find a manufacturer who needs extra help with packaging but doesn’t want to hire another employee because they don’t have room in the budget; by hiring out some of his work he saves money while still getting everything done on time! In return, maybe you’ll get more orders from him because now he has more space in his warehouse thanks to outsourcing some tasks out? Strategic partnerships are similar except instead of combining resources together so both parties benefit equally–one entity owns all rights over certain aspects related specifically within such arrangements versus other kinds where its not necessarily true (I’m thinking specifically about things like franchising).
You could also try forming a strategic alliance with someone else in your industry. This is when two companies come together to create something new that neither one of them could have done on their own. For example: if you had an idea for a new product but didn’t know how to make it, maybe someone else who works in the same field knows how can help you out?
In short, there are many ways to form strategic partnerships. The most important thing is to find someone who has similar goals and values as you–and then figure out how you can work together to achieve them!
Be patient, perseverant and proactive and success will come your way!
Most importantly, remember, that… success is not a destination but a journey. It is not about how hard you work but how smart you work and it’s not about what you know, but who you know!
Successful entrepreneurs are those who have the ability to keep focused on their goals despite all the distractions thrown at them by competitors or problems created by their own employees. A business owner must be able to keep their mind on their objective even when facing issues that could derail them from achieving his dream of success!
Conclusion
If your business is growing, you should be doing everything in your power to keep it personal. That means interacting with customers regularly and sharing their stories on social media. It also means creating content that people want to read or listen to. People love hearing about other people’s lives and businesses—and if you can give them that, then there’s no reason why your company shouldn’t go big!
