One of the first hurdles a small business owner faces is getting the word out about her new business. The good news is there is a lot a small business owner can do to market a business easily and efficiently. Your goal is to clearly define who you are targeting, why they want your product and how best to reach them. Armed with a clear understanding of your business and its industry, it’s time to market it to potential customers. Beyond your own website, be sure to build your presence on and spend time managing review sites, like Yelp and Angie’s List. You can even share good customer reviews on your website. Social media channels are a low-cost way to get the word out about your business and build relationships with your target audience. When it comes to posting on social media, consistency is key. For instance, you can target the exact type of customer you are looking to attract with advertising through Facebook and LinkedIn campaigns, based on the information individuals have shared on their profiles. Regardless of size, every business owner can use the tools available to market their business successfully.
We often hear from our customers that it had always been their dream to own a business – whether that’s opening their own store or starting their own restaurant. Like most entrepreneurs, the goal is to turn a passion into a career.
However, many people are held back by the fear that they won’t be able to manage their business successfully. It takes a leap of faith to open a new business, and it takes business savvy to keep it open. In a series of posts, I’ll explore common challenges small business owners face and how to solve it.
One of the first hurdles a small business owner faces is getting the word out about her new business. Or, if the business is established, growing the business and attracting new customers. At the heart of driving sales is marketing. For business owners without marketing experience, this can seem overwhelming. The good news is there is a lot a small business owner can do to market a business easily and efficiently.
1. Define your unique value proposition (UVP).
The first step in marketing a business effectively is understanding your capabilities and the white space your business is filling in your industry.
Inevitably, you will face competition, so take the time to outline what sets you apart from your competitors. Become as informed as possible on your industry. Sign up for industry newsletters; read relevant trade publications; and consider participating in industry events. This will allow you to identify trends, and stay up-to-date with important news. It will also help you identify your competitors. Take a close look at what they are doing and how they present themselves to potential customers.
Then determine who your target customers are and what they want. This is important – one of the biggest small business marketing pitfalls is to assume you know your customer without doing research.
Clearly identify the service you are providing and the problem you are solving for your target customers. This will help you define your UVP – the unique benefit you are providing for your customers.
You’re not trying to sell to everyone, which is a good thing. Your goal is to clearly define who you are targeting, why they want your product and how best to reach them. Once you know that, your…