I love small businesses! As a business owner myself, it's great to see others taking charge of their destinies and putting real value out into the marketplace and solving a need. One problem: marketing! Most people who have great ideas, have no idea how to market them. This is where you need small business marketing advice…
Here are some things to think about, which I'll dive into in more depth:
- Who is your target market?
- How are you going to get your product or service in front of your audience?
- How are you going to convince people to buy?
Once you've done these, then you can focus on how to increase your customer base and profits. But first, let's get into some small business marketing advice.
Small Business Marketing Advice – FOCUS
I didn't put FOCUS in capitals to shout. I use the acronym Follow One Course Until Successful. Many people start advertising on Facebook, when they don't make tons of money by the next week, they switch to Instagram, then hire a small business consultant to do expensive SEO, before quitting, feeling defeated and saying it doesn't work. No matter which route you decide to go, pick one course of action, and follow it until you are getting consistent results.
Small Business Success Secrets – Know Your Target Market!
This is the most important piece of small business marketing advice. You have to know who you are marketing to. If you are marketing to everyone, you are marketing to no one. Think of what your ideal customer looks like, what age are they?, where do they live etc. You can sell to everyone, but if you're selling high end luxury jewellery, there's no point you marketing to people who cannot afford your product, or another example is there's no point in you marketing steaks to vegetarians.
Small Business Marketing Tips
Your target market should be people who already buy from the industry you are in, or are interested in buying from the industry you are in. To use another example, I always tell people in the nutritional industry, it's more effective to target people who buy supplements and other health products, than it is to convince someone that they should be healthy and take your products.
Find somebody who already purchases from your industry, display why your product would be a better fit for them, or how you'll provide them better service. Depending on the industry you're in, the relationship can play an even bigger part than just the service.
How to Find Your Target Market
Your target market is literally everywhere. I'll use the example of real estate, but apply it to your own industry. People who are looking to buy a house can be found on real estate forums, real estate groups on Facebook, doing searches on Google (you can actually see what people search for on Google using the keyword planner here), following real estate pages on Facebook or Instagram, using hashtags about renting etc.
You should also target investors – the possibilities are endless. Perhaps you are finding this article because you searched for small business marketing advice. Imagine your customers searched for what you have and came across your content.
Facebook and Instagram are great places to find your target customers. Most people use them wrong because they don't know what they're doing. Click here to get your Facebook and Instagram cheat sheets, to be ahead of your competition.
How to Expose Your Offer to Your Target Market
I recommend attraction marketing. If you're unfamiliar with the term, it is selling the benefit of what your product or service provides, rather than what it is. Remember “No one who bought a drill, actually wanted a drill. They wanted a hole.” One of my favourite marketing quotes from Perry Marshall. So if you want to sell drills, give your client information on making holes, not on drills. This is one of the best nuggets of small business marketing advice I've gotten.
Click here to read some more small business marketing advice on attraction marketing.
How to Convince These People to Buy
People love to buy, but they hate to be sold. So don't be a cheesy salesman, that's the guaranteed way to fail. Instead, educate them. What do you think when a business educates you before even asking for any money from you? Show your customer how your product or service will benefit them before they even hand over any money to you. Educate them on what to look out for.
eg. “The 7 Common Mistakes People Make When Getting Cosmetic Surgery.” In this document you would educate the customer on what to look out for, what to look for instead, and that should relate to your service.
Now package this as a .pdf and give people free access to it from your website. You haven't asked for any money, and these are qualified targeted people who would be interested in this information. You give this away in exchange for an email address and phone number, and boom, there you have a lead. This was off the top of my head, I am not in the cosmetic and aesthetics industry, but apply this concept to your own industry.
Answer the questions/concerns that your target market would want to know before pulling out their credit card eg. on buying a house, getting collagen injections, buying a new car etc.
Then you follow up with the lead. This is one of most highly targeted leads you can get, plus they now know like and trust you because you shared free information with them. If you need help on closing your leads, enter your name and info on the right hand side to get on my newsletter to be updated when I cover that topic.
This is the same concept that Americus Diamonds used to go from non existent, to become the go to authority on diamonds within a year.
What if you were the authority that people came to for advice in your niche… How would that change your business? These bits of small business marketing advice are the keys to success in business online.
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