Small Business Marketing

Small businesses are some of the most creative marketers in the world. Celebrate being small by focusing on the inherent advantages of small business—such as quick decision making, grassroots marketing and a personal sales approach. By using these attributes to your advantage, your business can thrive when competing with a much larger organization. Here are a few recommendations that small businesses should follow to make their marketing efforts more effective:

1. Know what you do and do it well.

The days of the general store have long since gone. Even large retailers have learned that you cannot be everything to everyone. Every business has a specialty, the challenge is finding that specialty or unique aspect and building your business around it. When a large retailer like Wal-mart or Costco moves into town, small retailers often quiver at the thought of having to compete to with these large box stores. The reality is that smaller retailers can thrive by offering goods and services that these box stores simply do not provide.

2. When it comes to marketing, think outside the box.

Look for different ways to reach your target audience. Larger businesses often have the budget to market themselves using traditional means like TV, radio and print. Smaller businesses often don't have the budget to advertise in these media so they have to find other ways to reach their target audience. A tour company that targets cruise ship passengers might consider hiring someone to wait outside the cruise ship port with brochures, handing them out to passengers as they disembark. A small retailer that sells vitamins and other supplements might offer a discount to members of the community center. Guerrilla marketing—as it is often called—is one of the most effective grassroots marketing techniques and can have a positive impact on a small business' bottom line.

3. Give your customers an experience to remember.


The common conception is that the larger businesses don't really care about their customers. Big banks, big retailers and airlines are often viewed as profit driven entities that only care about their bottom line. Small businesses can use this to their advantage by providing exceptional customer service and focusing on providing personal service. Take the time to learn your customers' names and make them feel welcome whenever they do business with you.

4. Keep customers happy and they'll come back for more.

Once you have attracted your customer to your business, consider the costs of keeping them versus the cost of attracting a new customer. In most cases attracting a new customer can cost three times more than the cost of keeping an existing one. Communicate with your customers through a newsletter or regular mailing. If you have the ability to target your customer's particular needs, then a personalized message can be even more effective

.5. Mixing businesses is a recipe for success.

Look for other local businesses that offer complimentary but non-competing products or services. A tour company that provides city tours, for example, might consider partnering with some select local restaurants to provide a meal option to their daily tours. The restaurant may negotiate a commission in exchange for the regular business and the tour company can provide a service that is different from their competitors

.6. Will that be cash or plastic?

Are you a cash only business? If you are, you may want to consider accepting credit cards or debit cards. Many small businesses believe that the process of accepting credit and debit cards is a difficult and expensive proposition. In most cases this is not true. There are many providers now who can provide solutions that are relatively inexpensive.

7. When it comes to business, first impressions count.

Your brand and identity are your customers' first impression of you. Encourage a high level of professionalism and deportment in your business. Set standards of dress and encourage a tidy, well organized work environment. A store that is well stocked, clean, and organized will give a customer a sense of calm and comfort knowing that the business is well managed and professional.

8. Business relationships are based on trust.

It seems that everywhere you turn there is an news story about corporate corruption, scandal, or fraud. Small companies are just as likely to fall victim to these types of ethical issues as large companies. The reason why we don't hear about it is because small businesses generally don't make the news the way large business does. Consider creating a code of ethics for your company and promote it both internally and externally. Put your ethical beliefs in writing and post them on the wall. Remember that ethical business is good business.

9. Everyone loves a party.

Like you, your company is unique. If your company provides a unique experience or product, you have the opportunity to provide your customers with a sense of community. Consider setting up a program where your customers can learn more about your industry or products. If possible, hold an open house or an information session. The more your customers identify you as a source of truthful information, the more trust they will have for you and the products you sell.

10. Be good to your community and the community will be good to you.

All small businesses are an important part of their community. Small businesses hire, buy, and sell locally. In many cases, especially is smaller communities, family owned businesses are the life blood and economic drivers in their towns and villages. As more and more people move to urban centres, the convenience of local shopping is becoming more important. This shift from suburban to urban living is revitalizing the growth of specialty small businesses. Look to your community for inspiration and growth opportunities. As your community grows, its needs will change and so to will your business.In many regions small businesses make up a large majority—in some cases over 90 percent of the total number of businesses. Small businesses have a huge impact on the economy and employ more people than big businesses. Take a moment to celebrate the impact your business has on the economy and keep working on making your small business the best business it can be.