Marketing Your Small Business: Key Advice


small-business-marketingSomewhere in the midst of simply surviving your business needs to move from being a start-up to a grown up. You probably already know that the vehicle that can take your small business to the next level is marketing, but with so much information out there, where do you begin?

The answers are surprisingly simple, so let’s begin at the beginning.

Define Your Target Customer

The first step in growing your small business is to stop asking what your business and customers can do for you and ask what you can do for them. To do this, you’ll need to define your target customer as clearly as possible, and this means moving beyond mere market segments and demographics and niching down as much as you can.

As uncomfortable as this discipline may seem at first, a clear and decisive picture of your customer will allow you target all of your efforts toward them. Trying to please everybody will leave you ragged and your customers unhappy.

Design with Your Customer in Mind

We’re not talking about your products at this stage, although you may find that they shape themselves to be more attractive to your target customers over time. What we’re talking about is your brand. You may have to change your logo, brand colours, and even name to go after the customers you want.

Everything from logo font and colours, web design, and the way you present yourself counts at this stage. After all, there’s no point wearing a conservative business suit if you’re selling products to aspiring circus performers.


Wear Your Brand with Pride

Being proud enough to emblazon your brand on a t-shirt, hoodie, or other article of clothing shows that you stand by everything you do. Wear your brand proudly at trade fairs, during public speaking events, and anywhere you go to meet clients.

However, be careful with your choice of clothing and in the company you choose to embroider your logo on it. We live in a world where ethics speak volumes, so choose clothing endorsed by organisations such as the Living Wage Foundation, Fair Trade Foundation, Fair Wear Foundation, and the Worldwide Responsible Apparel Production (WRAP). This will send a clear message that your brand takes social responsibility seriously. You’d be surprised how many customers this will attract.

Analyse Your Competition

Put yourself in your customer’s shoes and undertake a competitor analysis. Look at your competition as direct and indirect, and think of things you can offer that put you above the pack. Also look at your own strengths, weaknesses, opportunities, and threats in the market, but do so from your target customer’s perspective.

The good news is that your competition is unlikely to have done this. Think it as a small step that will see your small business grow in leaps and bounds.

If You Can’t Be Better, Be Different

It doesn’t matter how far you niche down to find your target customer, there’s a reasonable chance you’ll still find a competitor. While it’s important to do everything you can to be better than they are, chances are you’ll both have unique selling points. Your goal is to leverage your selling point and prove that you’re the expert in this particular area.

Once you’ve established what your selling point is, don’t be afraid to promote yourself as the best in this area. There’s a lot of noise out there, so you’ll need to find unique ways to rise above it without damaging your brand. This is how companies like Apple and Virgin have become the leaders they are today.

Develop a Marketing Strategy Statement

This is where hard-headed business meets creative visualisation, and it works wonders. Write a statement that outlines who your target customer is, what your unique selling point is, how you approach things with authority and uniqueness, and where you win over your customers.

Once you combine this with the right branding, and brand everything from packaging to your staff’s clothing, you’ll be unstoppable.

For information about we can supply your organisation with exceptional branded uniforms, embroidered or printed, get in touch with Shirtworks today. Call 0800 0725334 or contact us online.


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