The importance of the attention that small businesses give to their branding — especially to their digital brand can’t be understated. It’s the one thing that your customer has to rely on when it comes to deciding whether they want to do business with you or your competition.
When it comes to promoting your brand, on and offline being in no man’s land is the worst place to be. Everyone is trying to vet for your customer’s attention. Everyone thinks that their product or service is better than the next man’s, but what matters more than anything is how your audience views your company compared to the others.
Here are three tips that any small business, no matter what industry can implement today that will help position your company as THE ruler in your market.
Know your customer
The best brands understand their customers like the back of their hand. They know what they know what they care about, what they hate and what makes them tick. Where small businesses tend to go wrong, is that they don’t use these insights to inform their marketing. Being privy to what your customer’s issues are on the forefront, and providing answers for them on your digital channels before they even step foot in your establishment will if nothing else give a prospective customer a reason to call you.
Make sure your brand reflects your values
One of the most common pitfalls that small businesses encounter is trying to be everything to everybody. Being clear about what your company’s values are why it matters to your target audience is key to differentiating yourself from the competition.
Let’s look at Walmart and Target for example. These are two huge brands that resonate with their customers for two different reasons. Affordability is important to both retailers, but their approaches are different. Michael Francis, says that Target’s top priority is to, “balance between making our ‘guests’ aware of value while emphasizing superior merchandise and a pleasant shopping experience.”
Walmart prioritizes high volume over value. It’s a model that works well for them and their customers. Target is nowhere near as big of a company as Walmart, but it also doesn’t want to be. Everything about their brand, from referring to their customers, to products they sell is a reflection of their brand message.
What are three things that you would like to ensure you convey about your brand? Write those three things done and use it as a compass. Keep it simple.
Treat your digital channels more like publishing platform than a place to advertise
In this day and age, attention is the most significant form of currency online. Email, Content, and Social Media marketing offers an opportunity small businesses never had before. Unfortunately, a lot of business do not take full advantage of these platforms.
The reason why this matters so much is that is the first place your audience is going to find the goods or services that you offer is online. Studies have shown that 93% of all online activity starts with search engines, and providing them valuable information for your prospective customers find once they find your business will give you a big leg up on your competitors.
If you own a coffee shop, what is it cafe that the person from out of town will want to work out of there? Is it your world famous latte? Or is it your comfortable seating? Whatever it is, you should use your website and social media channels to convey why anyone would want to come to your coffee shop instead of the one down the street.
Time and money are the two most valued and limited resources for a small business owner. Using FREE tools like Buffer, Hootsuite, and Hubspot Marketing easy ways for small business owners to manage their digital properties.