How are you Currently Promoting your Small Business?

How are you Currently Promoting your Small Business?

How are you currently promoting your small business? You need to do an analysis of what you are currently doing. If you are advertising anywhere or even what social media sites you are on. I often find that businesses will often forget that they are doing any kind of advertising or social media. You must remember that any kind of activity is communicating something to the market. So, if there is a website or social media page that you have created (especially if it is your personal account) you must now look at what you are communicating. Going through the Why or Purpose statement will help you to formulate the correct message as it will show you what your company is all about.

What is the current advertising?

Go through your current advertising and promotion and find what you are doing on:

Social media platforms

List down all the activities you are doing online and why you are doing them:

  • Facebook
  • Linkedin
  • Twitter
  • Instagram

Email campaigns

Are there any campaigns that you are running now or newsletters to your customers? If so have a look at what messages you have been sending.

Local marketing

List down all the things you are doing within your local environment such as advertising in local papers or magazines.

Communication strategy and promotion

From your Why or Purpose statement you can set out what your key messages will be. Be clear with the message that is going to the market. These statements will be put on all your communications including website, any sales documents as well as any advertising that you may be conducting. It allows you to be confident that your message is not misconstrued. Clear and Concise.

To Do:

Now what you should be doing is going back to the list of communications that you listed before and see what you are saying. Is it communicating your Why or Purpose? If not, then you need to change them all so that they do reflect your Why or Purpose. A big mistake that a lot of businesses make is to always be communicating what their industry is communicating. You must remember that a potential customer may not know the ins and outs of your industry. So talk to the customer.

What have we learned?

  • You need to do an analysis of what your current communication is.
  • Remember that any kind of activity is communicating something to the market. So, if there is a website or social media page that you have created (especially if it is your personal account) you must now look at what you are saying.
  • Going through the Why or Purpose statement will help you to formulate the correct message as it will show you what your business is all about.
Analysing Your Target Customers

Analysing Your Target Customers

Establishing who is your perfect customer by going through your current customers. If a customer is good to deal with then look for more like them. 9 out of 10 times these customers will be aligned with your own company values. They think like you do. From this information, you can start to work out your target customer. Things to do:

  • Make a list of potential businesses that will fit into what you offer
  • What value will they gain from your business?
  • What are their needs?
  • Does your product or service fit into that need?
  • Can you satisfy or fulfill that need?
  • Continue to add other potential customers who fit into the profile

It is important to note that not all of your customers will be that perfect one. By profiling the good customers, you can find potential customers that are similar. Here are ways to do that:  

Customer What needs do they have? What product or service fulfills that need?
Customer A Need A Product A, C
Customer B Need B Product B

  The next step is to analyse your own products to see what will be able to fulfill these needs.  

Your key Features and Benefits

  Make a list of the key features and benefits that your products/services will offer this potential customer.  

Product/Service Features Benefits
The name of the product What are the features of this product What benefits can be gained from this product
     

  It is always good to make a list of the features and benefits as this will allow you to create any marketing documents that may be used in the selling and promotion of your products. The next step is to take these benefits and features and match them with the customer.  

Customer Needs and Fulfilling Them

Now that we have established what we offer and why we offer it we can now match them with what the customer’s needs are. There is never a successful sale unless the product/service that you offer matches the needs of the customer. Keep doing this until the products are satisfying the needs of your target market. It is important to note that not all products will be perfect for every customer. If your product does not fill the need then do not offer it.  

Customer Need Product to satisfy need Benefit to the customer
Customer A Need B Product B Will satisfy Need B by doing…
       

This process looks complicated but if you know your product and your market, and I know you do, then this is simply a matter of writing it down.  

What have we learned

  • Establish who is your perfect customer.
  • Go through your current customer list and find out who that customer is.
  • If this customer is good to deal with then it is a good idea to start to look for more like them.
  • They will most times be aligned with your own company values. They think like you do.
  • From this information start to design the target customer.
  • Make a list of potential businesses that will fit into what you offer.
  • What value will they gain from your company?
  • What are their needs?
  • Does your product or service fit into that need?
  • Can you satisfy or fulfill that need?
  • Continue to add other potential customers who will fit into the profile.
  • It is important to note that not all of your customers will be that perfect one. By profiling the good customers you can find potential customers that are similar.