OK, so you are a small business and "Those big guys" ae all over the web offering to do it cheaper and wow, they have those fancy attention getting images, Specials on Twitter, Fan Pages on Facebook. So why don't you? What makes you any different. In fact, YOU have the advantage. Really? Yes you do and here is why.
Yes, you can keep it simple stupid. (no offense) The big guys have "wow" graphics, links all over the place on their web creating mass confusion. Ever think your customers just want simple "KISS" help? By keeping your web site simple, you focus more on your customer's needs. They are looking for answers to their problems or shopping for a service. They are not looking for a "theme park" experience.
Be a Problem Solver, Not a Problem Creator
As a SMB owner, you have the upper hand in that you are in the field every day. The big guys are not. You know your customers. You work with them every day. Work with them on their problems and concerns. Don't try to imitate the larger competition, be who you are and use what you know. Your customers will respect that. they want help and answers, not lip service.
Use Counter Moves
As a SMB, you have the flexibility to change quickly and adapt to your customers and the local market. The big guys can not do that right away. You control your brand and you call the shots. The big guys have to answer to Corporate, approve changes, approve budgets, ect. ect. What are you waiting for? Don't stick your head in the sand. Be ready!
You have your customers because you serve them and you help them. Sure your prices might be a bit higher but you provide something the larger stores or offices do not. Service, support, and a smile. That is so important. Price is NOT always everything. Be competitive but also be personable. Excell in customer service and you will be a winner.
As an SMB, you can take certain risks in being creative such as using Social Media, revamping and experimenting with marketing campaigns. Take a chance. See what works for you? I am not saying throw away a couple of thousand dollars on a "What if" but catch up with the times, be creative, use your employees and ask their opinion. Again, those "Big Boys" have no say and they employ and pay huge dollars for a marketing firm that has no clue of your local market. National statistics don't always match up with your local economy or market area. Small risks can be big dividends.
You Too Can Be a Big Brand
Because you may be a small business, does not mean you can't have the image of a big brand. Use Twitter, Facebook, blogging, and your web to create the visibility that you too are a big player and that you want to earn your customers business and respect. Besides, you are out there 24-7 using social media. It does not hurt to see what your larger competition is doing by looking at their marketing campaigns but come up with your own ideas and specials. If you feel you do not have the savy to navigate social media, consult one of your employee who may or contact me. I will be happy to help.
Roy has over 30 years experience in the broadcasting and marketing fields. He carries strong credentials in mass media, social media, advertising, marketing, public relations, and video production. Mr. Garton is also a professional actor and voice-over talent.
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