Stop overthinking your small business marketing.
As a small business owner, it can be difficult to know what to do to market your business effectively. Marketing as its core is simpler than we make it out to be. While marketing is a broad subject with many different strategies and initiatives, there are key components you can focus on. At its foundation, marketing is about: knowing your target audience, focusing your efforts on specific channels, and focusing on your abilities (not others).
Know Your Target Audience
This is THE most important piece to effective marketing. If you clearly understand your target audience, then your small business marketing efforts will be effective.
When we say, know your target audience, we mean REALLY know them. Make sure you understand their preferences, their income level, their interests, etc.
A great example would be Liquid Death. Liquid Death is targeting a very specific niche group of people when it comes to the sparkling water market. Their verbiage and marketing is like no other brand within the market – because of who they are trying to target.
Brands commonly create a persona of their target audience – a made up person that represents their target audience and who they are. Creating a full fledged person will help you immerse yourself in their wants and needs.
Focus on Specific Channels
There are over 27 different marketing channels, or different ways you can communicate with an audience. That does not mean that every one of these channels would be effective for you, or that you should use all of them.
There is nothing wrong with experimenting with which marketing channels to use, but as small business owners we are working with a limited budget. Focusing on marketing channels that will be most effective for reaching your target audience will help you grow your small business.
Side Note: To pick the best marketing channels for your small business marketing, you need to know your target audience first. This is why knowing who your product/service is for is so important.
A great example would be Medicare sending out postcards. While there are likely cheaper marketing initiatives they could do to send out the same information, postcards are the most effective for reaching their target audience.
Focus on YOUR Abilities
Your small business is one of a kind, which means your small business marketing strategy should be unique to your business. It can be easy to scroll through social media and see what other similar businesses are doing – but that does not mean you should use those strategies as well. Comparison is never helpful when it comes to running your business, because you never know the circumstances within another company. Use your data. Experiment with your marketing. If a marketing initiative does not go the way you wanted or expected, then never do that initiative again! Marketing is about experimenting and using your data to better understand what will work for YOUR small business.
While marketing may seem like a foreign language with complex ideas – it’s not. Stop overthinking it and instead focus your small business marketing on these 3 key components. You can learn more about simplifying your marketing by checking out the below episode of the Small Owned Business (S.O.B.) Marketing podcast.
𝘕𝘦𝘦𝘥 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘴𝘶𝘱𝘱𝘰𝘳𝘵, 𝘣𝘶𝘵 𝘥𝘰𝘯‘𝘵 𝘸𝘢𝘯𝘵 𝘵𝘰 𝘩𝘪𝘳𝘦 𝘢𝘯 𝘦𝘹𝘱𝘦𝘯𝘴𝘪𝘷𝘦 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘢𝘨𝘦𝘯𝘤𝘺?
Join our 𝐒.𝐎.𝐁 (𝐒𝐦𝐚𝐥𝐥 𝐎𝐰𝐧𝐞𝐝 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬) 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲: https://www.skool.com/sob
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