Especially after a bad week or month or while trying to solve an intractable problem, small business owners can start feeling that every obstacle is insurmountable. You may even find yourself fantasizing about how much better off you’d be if you had the resources of a corporation.
Maybe you’ve lost sight of the fact that small businesses have some real advantages over their larger counterparts. If so, it’s time to refocus with the perfect antidote to those lingering doubts. In a National Small Business Week speech, Constant Contact CEO Gail Goodman highlighted small businesses’ biggest (and natural) marketing advantage and the importance of leveraging it: Small business owners’ ability to foster real relationships with customers.
OK, you don’t have corporate tools such as a big staff, fat budgets or elaborate marketing plans. So what? Goodman says these companies wish they had small business advantages! Think about it: They must spend millions to identify customers and get their feedback. You, on the other hand, can get better information while building relationships, just by opening the door and talking to the people who walk in!
It’s small business’s proximity to customers that provides the opportunities for interaction and gleaning rich, authentic information. And that’s the kind of information that readily translates into growth and revenue. Let’s face it, focus groups and national research projects can’t quite replicate that.
Goodman drills down to specific small business advantages and ties them to increasing customers
and sales:
- Creating meaningful, wow experiences. Small businesses can easily go beyond the ordinary to surprise and delight their customers. Which means instant differentiation, says Goodman, because the bar is so low!
- Local reliability. Corporations spend millions on “local reliability.” But it’s built in to small businesses and their owners, who already know neighbors, customers and colleagues in the community. Connections and relationships happen organically, which naturally translate into business.
- Market knowledge. You’re here. You know people and the community. You can get to know your market in ways research can’t. You can test out ideas on people, but it’s all familiar and natural.
- Evaluating the customer experience. Again you’re there, observing and asking questions, not relying on research or secret shoppers. And you can make changes on a dime.
Goodman reminds business owners that it’s not enough to be aware of your advantages. You’ve got to incorporate them into your marketing strategy. Her tips:
- Stay connected. Make the effort; ask directly for email signups and social connections. Pick just a couple, at least at first, you know your customers are using for consistent reach and frequency.
- Post it. You already know what your customers are interested in, and you don’t have to post much. A picture, a quote, a call to action. Initial ideas will lead to more.
- Keep leaving breadcrumbs. Get into the regular groove of the social media platforms you’re using. Be real, be relevant, be regular. You’re leaving a trail right back to your business.
- Tap into contacts. Customers have networks of people who are similar to them; reach into them. These are your best prospects because they’re already targeted!
Post these in your office. Remember them on your worst days. Small businesses really do have some big advantages!
Image courtesy of patrisyu / FreeDigitalPhotos.net
The post Small businesses have natural marketing advantages appeared first on Business Cash Advance.com.