Everyone loves listening to an expert speak. In the small business world, everyone suffers from the fear that they don’t know enough to challenge other, larger, more sophisticated competitors in their field; “They are larger, more established, more profitable, how can I possibly contend with them?”
The same is true of your Prospect Marketplace. Everyone is looking for the right information at the right time. It is your outreach that answers these questions for them. If you are a ‘small fish’, you can grow your size by offering information that no-one else is doing. Don’t question who will be listening, but rather drive their interest by highlighting what you do better than anyone else.
By way of illustration, and as a Thank You to my own industry partners, here are the questions I have answered about Small Business Marketing over the last 12 months that have been published in Influencer articles. The reasons for doing this are many fold:
- I have been included by Industry Leaders in their professional field. This makes me an expert.
- By re-printing their address, I am extending the life of my post and sharing their address. This is the perfect Thank You.
- By adding links in my blog post, I am strengthening my site’s SEO, because all of these links match my industry and prospect marketplace.
- I am offering information that my Prospect Marketplace can use.
When you extend a welcome to those that write for your industry to print your answers to their questions, you are not only gaining a friend, you are offering assistance, promotion and information to them. You are also recruiting a specialist to help you out with your own outreach: Definitely a ‘Win, Win’ situation for all.
So thanks for including my answers to your questions, and I hope that the following short tips are helpful to everyone reading:
“Digital marketing is a wonderful, cost effective way to market a SME business, but writing about how good your goods and services are simply isn’t enough to engage people. The challenge for many small businesses is to ‘open themselves up’ to their prospect marketplace and highlight their authenticity as a business. People buy from people, not simply for deals, so becoming an active part of your community is very important.”
Develop a new (or updated) mission statement. “Too many sales reps and business owners are consumed with the everyday realities of how to get the next sale, how to get through this quarter, and how to do this or that, all without giving much thought to the long-term. One way to avoid this trap is by knowing—and living by—your mission statement. If you already have one, dust it off and make sure it still represents your brand, who you are, and where you’re headed. If you don’t have a mission, then it’s time to develop one. “In order to start putting the right message out there for customers, you have to start at square one. Think about what your company does, what it does better than anyone else, and why customers should work with you for the long-term. That’s your mission statement.”
Small Businesses — and especially startups — have to address the trust gap: Why should you, as a small company, be trusted more than other companies?
For many Home Service companies, this is complicated by having to put prospects’ minds at rest about inviting you into their homes. I always suggest that small businesses highlight their differences from the bigger, ‘industry leaders’, and ‘being just around the corner’ can work for you. However, ensure to add some details about your trustworthiness — such as testimonials about how clean, efficient and sympathetic you are while in people’s homes — so that you stand out from the competition, and make your prospect’s ‘Value Decision’ easier.
Marketing Tools for All:
You have the opportunity to add a video to your Google My Business listing, add your videos to YouTube channel and link them to GMB. As this is a Google property, you will get extra benefits from using it!
Pairing investment tracking with UTM tags and asking customers where they heard of you: The time costs and possible advertising costs should be reflected in eventual sales. Ask your customers where they saw your posts, and ensure that any organic posts are directed at your prospect marketplace. Tag each weblink with a suffix so that you can see how many hits your posts get, what type of posts are the most popular, and who retains the information.
Google Alerts are a very valuable resource. Delivered free to your e-mail inbox every day, you can read and understand more about breaking news, fashions and trends in your given industry.
Don’t forget to visit these great sites to learn even more about how to successfully market your small business – there are some great tips in each one. Part Two of this Thank You is coming up. Hope you also find that instructive.
|It is the time of year, when everyone appears to run their ‘best of’ or highlights of the year just gone. Of course, this allows you to see how things changed over the last 12 months, but how about using the movements we have seen in a particular area (Social Media branding in this case.), and use them to predict what will probably happen in the upcoming 12 months?
Of course, we leave ourselves open to ridicule a year from now when these things don’t appear, but we are sure that, based on recent movements in the small business branding area, you will see at least some of the following changes online. You can do no harm by preparing yourself for what may happen – if you are wrong, you will only overshoot what is happening. In each case, it means a ‘win, win’ situation for your small business.
Content Marketing grows in importance. Salaries, expenses, and profit continue to be aimed at – and derived from – quality, original content to ensure that businesses are heard above the ‘cybernoise’ of the internet. Ensure that your content continues to show you in the best light.
Parsing Data. The more marketing there is online, the more data Search Engines can collect and show you about exactly what kind of engagements your business is getting. Data levels of engagement can be further mined to show exactly what prospects are finding interesting about you, and driving down the cost of customer acquisition. Pay what you need to get hold of more and more data.
More of the same? The amount of low quality, low interest, cookie-cutter information will continue to grow, and the Search Engines will continue to grow their filtering algorithms to ensure that only the best-of-the-best get higher rankings. Stay on that High Road, and create content, don’t be lazy.
Guest posting drops. As soon as Google stated that Guest Blogging is a great way to get links, the market exploded. The obvious reaction to this is the number of sites that will no longer accept them. Wean yourself from Guest posting.
More High-end Videos. Video exploded a couple of years ago. The amount of upgrades now being adopted by marketers to their video presentations, such as graphics, High Definition, animation, etc. mean that the more creative marketers will do whatever they can to imaginatively use video: Be one of these, and graphically show hoe you can help your clientele.
An Acquisition market. Over the last few years, start-ups in the online world have not only continued to be bought by big players, the rate of acquisition continues to grow. Nowadays, it is the way that the marketplace is diversifying. We believe that more acquisitions will take place in 2015, and so if you see a start up with a clever marketing idea, add it to your branding avenues. The chance that it will be swallowed by a big name is very high and, as an early adopter, your rep. will grow after acquisition.
There may be more headlines to share as we move further into the New Year, but we think that these are the base line in continuing internet branding. Be on the front line of marketing, and ensure that you are compliant with these predictions. It will lead to a happy and profitable New Year.