Find Your Niche.
For most small businesses, competing directly with big box stores and global companies is almost certainly not a viable option. These companies have gigantic marketing budgets and the ability to down out competition in traditional medias and with pricing. Instead small businesses need to focus their marketing efforts towards finding a niche and taking advantage of that niche. A small business needs to find what their differential advantage is and communicate it throughout all of their marketing efforts. Here are a few helpful tips for communicating your niche through your business plan:
Don’ Be a Jack-of-All-Trades:
While this may have worked for some businesses, for the most part, the current trend is for businesses to become specialists. Most consumers want a business that is exceptionally good at one thing rather than just decent and a few things. This why it is so important to discover what it is your business does the best and to run with it. Find what you’re good at, communicate it, and do whatever you can to support that position!
Be Clear About What Your Business Has to Offer:
You niche is everything. What you have to offer that other businesses cannot NEEDS to be your ultimate selling point. Whether your selling point is the quality of your products, the quality of your service, or convenience of your location, your niche needs to resonate throughout your marketing efforts. Make sure that communication is front and center in all of your efforts (whether it be your website, email marketing, print advertising and even radio and tv!). In addition, make sure that your efforts are communicating one integrated effort and not several different messages. You want you business to be associate with your particular niche and by spreading out your message, it becomes for your customers to make that association.
Search Engine Optimize!:
Once you have chosen what niche you want to take advantage of, it is extremely important to SEO your website with keywords associated with that position. You want consumers searching for the qualities that your business provides to be able to easily find you online. SEO is a quick and easy way take care of this!