3 Simple Ways To Connect To Your Small Business Market
Consumers are bombarded with massive amounts of information daily. It comes at them from every direction and multiple sources: television, e-mail, social media, newspapers, print ads, etc. Much of that information just becomes white-noise that they ignore.
So how do you get their attention?
Telling Your Business Story
Your consumer audience, both established and potential, want to know ultimately: what’s in it for them? They, of course, want to know the nitty-gritty: the products and services you provide and their price points; your business location and hours, your customer service policy.
They are also seeking secondary information. They need to know how you can solve their problem or enhance their lives in some measurable way. They want to know your core business values and what your business can do for them.
Does your business have a stellar reputation for customer service? Do you have a generous return policy that your customers rave about? Do you offer coupons or special offers? What do others have to say about your business?.
Does your business have a “story” and do you know how to tell it?
Clear Communication
Telling your business story doesn’t have to be complicated or written by an award-winning author using big, fancy words, unless “big and fancy” is your story.
Your business story needs to be clear and consistent. It should be recognizable. It should be reflective. It is part of your brand, just as much as your business logo is.
- Communicate your “nitty-gritty” business details, every single time, without fail.
- Provide your secondary information with your customer’s perspective in mind: what’s in it for them.
- Include your familiar business logo, your consistent brand colors, and your business story.
- A customer testimonial is a nice way to wrap up your message and establish a feeling of trust.
- Wash, rinse, repeat.
Frequency and Reach
Now that you have your business story defined, how do you get the message out to your audience and how often do you tell it?
In this electronic age, the fastest, easiest, and most cost-effective method to communicate your brand is via the internet. A majority of consumers conduct their pre-purchase research online using search engines and social media.
When developing your marketing strategy, consider these popular online streams of communication:
- Facebook page – unlike a personal profile, a page is a public space for businesses to gain “fans”.
- Instagram – known for photo-sharing, this social platform has become a very popular source of communication for small businesses
- Twitter – microblogging platform that allows short broadcasts called tweets.
- Pinterest – popular curation platform for organizing and sharing
- Groupon – marketing service offering subscribers coupons
- Google My Business – free business listing integrated with Google’s powerful search engine
Traditional methods of advertising can still be effective as well. Consider:
- Community Newspaper
- Print ads, brochures, and fliers
- Live spot (local news)
- Community events
Consistency and Repetition
Consistency and repetition are key to developing familiarity and brand awareness with your ideal customers. Nail down your business story and repeatedly spread that story to your audience regularly. Create a marketing calendar and schedule your message to be broadcast at an interval that makes sense for your business.
Connecting to your target market and establishing a solid brand is easier in today’s environment than it’s ever been before.
- Provide your audience with the primary details they need to get their attention, and then enhance your message with secondary information that draws them in for a closer look at your business and its story.
- Be clear and consistent with your message and broadcast it far and wide.
- Take advantage of all the inexpensive methods of communication that exist today by using the internet and social media.
- Repeat your message often and across multiple streams of communication.
Having a well-rounded and consistent marketing strategy doesn’t have to be expensive or complicated. All that’s required is to develop a solid and consistent business story that develops trust that converts to sales.
If this all seems like A LOT, it doesn’t have to be! Let’s chat and see what pieces are missing in your business. clifton RE|solutions can take the OMG (Overwhelmed by the Marketing Game) off your mind so you can focus on your clients. Click to Schedule Your Free 20 Minute Call today.
