Small businesses, startups and early stage companies tend to have limited resources. So, the classic small business response is to go from project to project and emergency to emergency boasting about being nimble rather than getting on track to achieve business objectives. Find below 6 valuable marketing tactics to get your small business look really big and keep you on track to success.
1. Know your niche – don’t try to be for everyone
Don’t try to be a great product for everyone- this won’t work as nothing is in fact for everyone. Try to be specialized for one target group. It makes you look more professional and you have the chance to make one target group happy. Try to find out who your customers are and what they want. Of course it is not so easy when you are having only a few ones, but try to think about people who might need your product. Bear in mind that you don’t want to define your niche so small or obscurely that it’s something people won’t search for. Think in terms of an aspect of an existing topic.
Our example: I get calls from local interactive agencies and bigger companies about making a demo of our product at their premises. Though I know this might end up with them using our product, my answer is always no. Why? Because it is not core focus for Colibri IO to serve companies in the non-SaaS and scalable way. We know we are not big and we might not be able to fulfil all their requests, make amendments to the product only for themselves or have a dedicated account manager at the stage where we try to find the best product market fit.
2. Build a plan
Many small businesses brag about being nimble. What this often means is that their limited staff is quick to respond to the next issue confronting them. I don’t want to say that this is wrong as it is sometimes necessary, but try to build a business plan. The goal is to have a good strategy that provides a framework for keeping your business on track to grow by building its brand, attracting new customers and closing great sales opportunities.
Hint: Use this Business Model Canvas template to focus on your plan to success, not waste your time on anything else.
3. Create a brand from day one
Branding is not only for big corporations, as everyone started somehow small. You can also afford to develop your brand. The major key is to determine the core attributes of your brand .Try to present your company always in the same way so that it contributes to your overall brand cost-effectively.
Quick win: build your brand identity with these awesome Moo tools. Moo is just another print shop, but much more focused on quality and the way they treat their customers. Be inspired, learn from the best.
So far, there hasn’t been a single person who hasn’t noticed that I tried to stand out from the crowd by having one of the best business cards ever seen. It makes them think that we care about quality, which is exactly what I tried to achieve and is more than true! Really worth the money.
4. Create best content or go home!
Nowadays almost every startup, early stage company or an SME becomes a content publishing house. Again, try to stand out from the crowd. Whenever you write something do the research. Make sure your article is the best or go home. It’s that simple.
- strangely creative
- super knowledgable
- really creepy
- or damn spooky!
…otherwise you are just boring.
5. Be Social. Use Media to interact with your potential customers
In fact, you won’t have thousand of likes on your Social Media profiles at the very beginning, but anyway you need to have a presence on a variety of Social Media platforms. Schedule your Social Media interaction so that you build relationships with influencers, prospects, customers and the public.
Hint: Think of Social Media the way you think of your coffee break. That’s what we though when creating Colibri IO – a tool that will help you inject in the right discussions on Social Media, blogs, forums and give you suggestions on how to improve your SEO, at the same time.
6. Having limited resources and not enough time is just awesome!
I still remember what DHH (David Heinemeier Hansson) said.
“Having limited time and resources was the best thing that happened to us when we worked on creating Basecamp. It has keep us focused and working on the most important things in the project only.”
So, schedule the time wisely. Focus on your key projects including major strategic initiatives, content creation and Social Media interaction. Time management is sometimes really complicated for small businesses as they rush to confront the latest issue. Find and use the right tools that will save you time. Good luck!