Our blog, D Brief, shares succint expert advice, trends, tips, and ideas for marketing communications tactics—focusing on print, Web, social media, and promotional products—from a corporate visual identity perspective. We welcome your thoughts so we can learn from each other.
Your Business Is Talking. Do Your Clients Listen?
4 Steps to Make Your Small Business Stand Out
In my work as a tactical marketing specialist, I have an amazing opportunity to work with many unique and passionate small business owners. Becoming immersed in their marketing needs and learning about their company is an invigorating part of what I do. Time and time again, I hear the same question from business owners, “How do we cut through the clutter to reach our audience?” Yes, sometimes it is a matter of awareness—that is, getting their prospects to know they exist. But after that it’s more than just “here’s what we sell, now buy!”
As a small business owner, I understand you’re passionate about your company. But how do you sell it to the rest of the world? Your prospective customers and current clients are bombarded by a never-ending stream of messages, whether online or in their in-boxes. So how do you set your business apart?
Branding – It Isn’t Just a Catchword
Marketing starts with defining your brand. Your brand is the story of your business—WHO your company is and WHY it’s here. If you’re not clear about your brand, your target audience won’t be either. Below are 4 steps to help your business stand out in the crowded marketplace.
1) Define Your Business Love
Why did you start your company? What was your original goal or idea? Do you love challenges or the rush of starting something new? Remember your passion and the emotions that evokes. Be ready to share that as part of your story. People want to do business with who they know and like. When you share your business “love” it inspires and connects to others.
2) What Sets You Apart?
How do you differentiate your product or service from others in the same industry or business category? Does your company offer something unique that competition doesn’t? Is your product or service outstanding? In a crowded marketplace where products and prices are similar, look to something extraordinary like over-and-above customer service, added services that are rolled in, or personal hands-on support to differentiate your business, provided your competitors do not offer the same.
3) Who Are Reaching? Why Should They Care?
Armed with your brand, your story and your differentiator, it’s time to check that message reaches the right audience. Rather than guessing, take inventory of your current clients to clearly define prospective ones. Where do these clients come from? Can you define demographics like age, gender, race/ethnicity, income level, geographic area and more? Also, what motivates them to purchase? What are their problems/pains that you can solve? A solid picture of who your current customers are can help you focus on the audience to market to in the future.
4) Create Your Message
Now, it’s time to write your marketing content. Create content that connects to your audience. Remember your passion as you craft your message. Make your target feel like they are a part of your solution by addressing their needs (remember step 3). Engagement starts with a great headline. And storytelling is how we connect with each other. It gets your audience to buy into what you’re doing. Remember to use images, videos, diagrams and charts to break up your content and illustrate your points. This will make your content easier to read and more engaging.
Now that you’re clear on what to say, where do you say it? Websites, social media, e-mail marketing, direct mail, promotional products . . . Well, that’s a topic for another article altogether! I would love to hear from YOU. As a small business owner, what marketing vehicle do you have the most questions about? Or what marketing tactic do you find the most challenging?
Leave a Reply
