Many people believe that marketing needs to be done consistently, and in many cases that is correct. However, it is important to think critically about your goals in marketing and how you want to reach those goals. Every business owner dreams of largescale businesses, contracts, celebrity promotions, ad placements in movies, world-wide domination, sure.
But it is rarely the case that a small business can get to that monster level. More commonly, small businesses operate as a solution center for local problems. These local-focused businesses have a lot to think about when it comes to their marketing, from aiming at specific clients to marketing on a budget, there is a lot to learn and do with small business marketing.
Here are a few tips that will help you market your brand; and hopefully give you more business than you can handle.
Local-Scale Marketing Tips
Get an understanding of your supply and demand.
There are two worries that come with marketing a small business. You can under market, meaning that there is not a lot of business coming in and so there is not a lot of money coming in either. Or you can over market, resulting in one of two outcomes; (1) you tire out the clientele and no one is interested, or (2) you begin to rake in more business than ever… and need to hire more people than previously.
Both under marketing and over marketing are dangerous to your business. You’ve likely heard of a business failing because they didn’t market well… have you heard of a business failing because they had too much work and couldn’t keep up? Probably not nearly as often, but it does happen.
Research your local competition.
Make sure that when you start looking at your local area competitions, you are actually looking at them. It does you no good to consider Amazon your competition because they sell screws and you’re a family-owned hardware shop. Instead, look at those businesses which also sell things that you do to the locals.
Even franchises can fail in areas because the locals prefer a steady, high-quality small business in their place. Also remember that while rivalry is good, and banter can bring in some interest, your main focus should always be on the locals and the community.
If you’re new in town, learn about the locals.
Every single community has its own unique and interesting nuances. Many times, there is a clear in-group and out-group, especially in these smaller cities. If you are a home-grown business then you are likely already aware of these small things that signify you as part of the community — but if you are a new business owner, starting in a new town, that can be a hard process. It can separate you from distractions, but it can also isolate you from the locals.
Take time to learn about the people around you and the community you live in. If you find something particularly in need of changing in the community, consider changing it yourself.
Think about getting together with a professional.
There are hundreds of people out there who are experts in everything marketing and financial and business that you could network with to each of your benefits. You may not be inclined to speak to a professional marketer about your options, but it could end up being one of the best things for your business.
Create a marketing plan that will reach the locals, while also looking like and acting like a triple A brand. Also consider speaking with them about a multi-level marketing system. Much like certain superhero movies, your marketing could have a culmination at the end, the options are limitless.
When marketing on the local level, be there.
Physically be there. We all know that the internet is a great tool for marketing, but for locals, there are bigger things to worry about than leaving reviews and clicks. Remember, these people are mothers and fathers, other business owners, students, and friends. They are interested in getting service which helps them every step of the way. They aren’t going to get that from an online business. Show up when the community needs you, and the community will show up for you too.
Always use promotions.
If you are a small business, it may seem strange to use a promotional event for your products — but it is one of the best things you can do. By handing out your promotional stuffs, you can not only get free word-of-mouth interest, but you also get the advert interest without the cost. One common way for people to play with promotional items is by ordering custom pens and pencils. They can even be left places without any suspicion from staff.
