As a small business, have you found your voice? Does your marketing message reflect your offer or are you trying to emulate the big brands?
Many small business owners are concerned that potential clients will be put off by a small team. They fear that it will be assumed that they lack the capacity or resources for larger projects and orders. As a result, they are tempted to create a marketing message that implies that they are a larger entity.
Is this a great marketing strategy or is honesty the best policy?
Are you Attracting the Right Clients?
Some customers favour the big names, the known brands and the long-established agencies. The familiarity of the process or the product is reassuring. They trust the label of a quality brand.
You can chase these customers, trying to attract their attention and working tirelessly to prove that you are worthy of their business. The difficulty is that bigger brands will inevitably have more marketing resources, so competing at this level is tough.
Is it worth risking a façade that doesn’t quite match reality when it can crumble? Can you build strong client relationships when you aren’t being genuine?
Celebrating the Small Business Offer
Rather than trying to emulate big business, why not celebrate the advantages of being a small company? Many potential customers prefer the experience of working with local, independent companies and here are three reasons why:
Small Businesses are Led by Owners, not Managers
As a business owner, you have a vested interest in delivering the best customer experience. Your livelihood depends on listening to customers and providing what they need. As the decision-maker, you can adapt services, policies or processes in an instant if it is advantageous. This approach makes the service responsive in a way which isn’t possible in large firms.
The type of customer that favours small businesses is looking for someone who cares. They know that owners are willing to do what it takes to build trust and complete the project to a high standard. This commitment is seldom matched by a paid manager.
Does your marketing message celebrate the dedication of the team? Do communications and case studies showcase your approachable and receptive nature?
Small Businesses offer Something Unique
Where large organisations are tough to beat on standard products and services, small independent businesses are the champions of personalisation. If consumers are looking for bespoke products and tailored solutions, they need specialists.
Let big brands engage with the masses, for small businesses it is more important to celebrate niche products and services. If your webpage content and social media is simply a micro version of the market leader, you are missing a trick.
Small Businesses are Part of the Local community
There are several advantages to being part of the local community. In the digital world, we can be in communication with anyone, but it is reassuring to be able to meet in person. Having your business on their doorstep makes you approachable and provides a sense of accountability.
As a small business owner, you likely have established contacts in the local area. If clients need something beyond the scope of your offer, you can make recommendations. Outsourcing and collaboration bring the best skills to the table and this can make you far more dynamic than larger firms.
Many customers prefer independent companies because they contribute to the local economy in ways that have a direct impact on them. From support school programmes such as Young Enterprise, sponsoring a sports team or engaging in community activities, this makes a difference.
Does your marketing message showcase your community involvement?
Be Proud of your Small Business Status
As a small business owner, you have lots to be proud of. Make sure that you have an original voice that promotes your strengths. With an honest marketing message, you are more likely to entice customers with natural synergy.
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