Occasionally I am invited to share thoughts on the future of small business marketing (and in this case, very small business).
The world of the early 21st century is very different from the one even a decade ago. There is ever more marketing power available to use, especially in terms of technology, and there is more complication and confusion. Every week I see peers struggle with the current "normal."
There are paths out of the thicket that will become more important to us small businesses.
I think alliances will become critical to the success of small business. The current model (BNI, leads networking) is based on mutualism: one business striving to help another, but otherwise fully independent and unconnected. This has all of the limitations one person can have, especially in how effective a person is, what time and resources are available, and so on. I am seeing signs that these "solopreneurs" especially are entertaining more active partnering to leverage resources and opportunities. It will most often take the form of related businesses or whatever yields natural synergies. And the businesses will market in a united framework giving equal weight to each participant.
The other path will take the form of increased use of video. Small businesses are not finding success in print nor even in flat digital publishing (i.e. standard text-based websites or social media posts. It is incredibly hard to personalize and stand out in traditional ways. Video lets a prospect see us, hear about what we do in our words and with our own emotions. It has become very inexpensive to produce video and video can easily be disseminated online. And it lends itself beautiful to mobile devices. Even those who are bashful about being "seen" can speak into a microphone while text and graphics amplify the message.
Bottom Line: The marketplace is complicated and frustrating but we are seeing clearly how some new ways of organizing and displaying can change our game. Think about how you can pair up with a logical ally and use video to stand out.
Showing posts with label alliances. Show all posts
Showing posts with label alliances. Show all posts
Wednesday, October 12, 2016
Tuesday, July 12, 2016
Got Tough Location?
We all know that there is a tough choice for small businesses choosing a physical location for their store or office: optimize visibility? or optimize cost? Like it or not, most owners end up with affordable but often invisible locations. And aggressive advertising promoting the location is usually beyond reach. So what to do?
Sometimes "second level" advertising works. I know business owners who deploy sidewalk signs visible from roads, or well labeled vehicles in adjacent parking lots. Much depends on circumstances, but again visibility is limited to observant, nearby persons. But it's a start.
Handouts, flyers and other physical notices are good. I have also seen some use "mailbox" notices (usually taped to the side of mailboxes) to great effect. Consider how easily you can get these in the hands of your target market and what you can afford to print. Remember that the paper must go to someone who is a target customer! This might be a great summer job for a diligent teenager.
Social media can be a great helper. Post news about specials, or special events at your location and politely ask your social media friends and followers to let others know, especially if there are incentives to visit (anything from sales to free food). Customers who already love you will be happy to let others know about you.
Finally, look at a partnership with an adjacent but compatible business, or two. By combining advertising resources it is easier to get the word out. Again, focus on a special event of some kind to incentivize customers to visit both of you.
Bottom Line: a tough location is not an insurmountable obstacle. There are low-cost tools and techniques that can help you overcome and build a loyal following.
Sometimes "second level" advertising works. I know business owners who deploy sidewalk signs visible from roads, or well labeled vehicles in adjacent parking lots. Much depends on circumstances, but again visibility is limited to observant, nearby persons. But it's a start.
Handouts, flyers and other physical notices are good. I have also seen some use "mailbox" notices (usually taped to the side of mailboxes) to great effect. Consider how easily you can get these in the hands of your target market and what you can afford to print. Remember that the paper must go to someone who is a target customer! This might be a great summer job for a diligent teenager.
Social media can be a great helper. Post news about specials, or special events at your location and politely ask your social media friends and followers to let others know, especially if there are incentives to visit (anything from sales to free food). Customers who already love you will be happy to let others know about you.
Finally, look at a partnership with an adjacent but compatible business, or two. By combining advertising resources it is easier to get the word out. Again, focus on a special event of some kind to incentivize customers to visit both of you.
Bottom Line: a tough location is not an insurmountable obstacle. There are low-cost tools and techniques that can help you overcome and build a loyal following.
Friday, March 11, 2016
Two Ways Small Business Will Succeed in the (Near) Future
Occasionally I am invited to share thoughts on the future of small business marketing (and in this case, very small business).
The world of the early 21st century is very different from the one even a decade ago. There is ever more marketing power available to use, especially in terms of technology, and there is more complication and confusion. Every week I see peers struggle with the current "normal."
There are paths out of the thicket that will become more important to us small businesses.
I think alliances will become critical to the success of small business. The current model (BNI, leads networking) is based on mutualism: one business striving to help another, but otherwise fully independent and unconnected. This has all of the limitations one person can have, especially in how effective a person is, what time and resources are available, and so on. I am seeing signs that these "solopreneurs" especially are entertaining more active partnering to leverage resources and opportunities. It will most often take the form of related businesses or whatever yields natural synergies. And the businesses will market in a united framework giving equal weight to each participant.
The other path will take the form of increased use of video. Small businesses are not finding success in print nor even in flat digital publishing (i.e. standard text-based websites or social media posts. It is incredibly hard to personalize and stand out in traditional ways. Video lets a prospect see us, hear about what we do in our words and with our own emotions. It has become very inexpensive to produce video and video can easily be disseminated online. And it lends itself beautiful to mobile devices. Even those who are bashful about being "seen" can speak into a microphone while text and graphics amplify the message.
The Bottom Line: The marketplace is complicated and frustrating but we are seeing clearly how some new ways of organizing and displaying can change our game. Think about how you can pair up with a logical ally and use video to stand out.
The world of the early 21st century is very different from the one even a decade ago. There is ever more marketing power available to use, especially in terms of technology, and there is more complication and confusion. Every week I see peers struggle with the current "normal."
There are paths out of the thicket that will become more important to us small businesses.
I think alliances will become critical to the success of small business. The current model (BNI, leads networking) is based on mutualism: one business striving to help another, but otherwise fully independent and unconnected. This has all of the limitations one person can have, especially in how effective a person is, what time and resources are available, and so on. I am seeing signs that these "solopreneurs" especially are entertaining more active partnering to leverage resources and opportunities. It will most often take the form of related businesses or whatever yields natural synergies. And the businesses will market in a united framework giving equal weight to each participant.
The other path will take the form of increased use of video. Small businesses are not finding success in print nor even in flat digital publishing (i.e. standard text-based websites or social media posts. It is incredibly hard to personalize and stand out in traditional ways. Video lets a prospect see us, hear about what we do in our words and with our own emotions. It has become very inexpensive to produce video and video can easily be disseminated online. And it lends itself beautiful to mobile devices. Even those who are bashful about being "seen" can speak into a microphone while text and graphics amplify the message.
The Bottom Line: The marketplace is complicated and frustrating but we are seeing clearly how some new ways of organizing and displaying can change our game. Think about how you can pair up with a logical ally and use video to stand out.
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