Small businesses have taken a beating this year, and it looks like there might be more tough times ahead. I’ve been asked what small business owners can do to get back on track? Some of the tips I shared:
- Remember your “Big Mac”: Don’t try to be everything to everyone, focus on that core product and service that has defined you, that has led to purchases and retained customers.
- Outsmart, don’t outspend: The mark of any good marketer should not be how much you spend, but how little you need to spend to achieve your goals. Social is a good way to go, and e-marketing to your customers and prospects costs very little.
- Focus on process as much as product: Brands and lasting customer relationships are built on good customer experiences. Provide great products and services, sure, but also deliver the “wow factor” with a fast, simple, certain process backed by a trusted personal brand.
- Be your brand: Customers buy based on function and emotion, they need to believe in the promise of the product and the person who stands behind it. Amplifying the very human, very personal story of the business owner behind the brand can create strong emotional bonds with customers.
- Live and learn: Or maybe “test and learn” is the better phrase. There are so many marketing avenues open to you and they come with the ability to measure results and effectiveness. Don’t be afraid to be a mad scientist, trying different things in the lab until you get the formula right.