As a small business owner in today’s global economy, you know that a strong digital presence is key to attracting new and returning customers. Here are five tips to inject fresh energy into your marketing scheme.
The Power of Peer Review
Don’t underestimate what your potential customer heard from a friend or what they read online about your business. Recent studies show 85% of consumers read online reviews before choosing a product or service. In addition, over 75% of consumers say they are more likely to choose a product that is recommended by a trusted source. How can you use this to your advantage? Ask your current loyal customers to spread the word about your products or services. While you shouldn’t falsify online reviews, you can encourage supporters to endorse your business online.
Put a Face to the Name
Even though online shopping has surged, people still like to do business with other people. As a small business owner, you have a unique edge. Instead of trying to fit in with the nameless, faceless mega-retailers, brag about your individuality. If your website doesn’t have an “About” page, write one. Tell consumers about yourself, your family, and how you came to own your business. This develops trust on the behalf of the consumer, and the belief that they will receive a quality product or service.
Build Your Brand
Your brand is more than your name and logo. Your brand is the message you send to each and every potential customer you reach. Your social media presence, website, email marketing and direct mailings should all focus on your unique selling proposition. First and foremost, tell the consumer how you can provide for their need. Repetition is good, and will establish your company’s reputation.
Be an Expert: Blog
Maintaining a blog is a surefire way to establish yourself as an expert in your field. Your blog can provide material to post on social media platforms and increase your business’ visibility. Blogs encourage engagement from fellow businesses and potential customers. For example, a plumber could write a blog post titled “3 Ways to Prepare Your Pipes for Winter.” Consumers will appreciate that their local plumber is trying to prevent problems. This plumber is now at the top of their list the next time a plumbing issue arises.
Know Your Audience
You may believe you have the best product on the market, but your potential customers do not, simply because they haven’t been told. How is your service going to satisfy their needs? More importantly, who is going to have that specific need? Write down a list of attributes of your prospective clients. Picture yourself in their situation and draw a connection between what your business offers and what they are looking for. Targeting a specific customer base that expresses a need for your product focuses your marketing funds and will have a greater conversion rate.