Small businesses are undoubtedly the bread and butter of the UK economy, even though they as individuals have a small market share they are easily as important as the largest retailers that have cornered the market in their sectors. The number of small businesses operating in the UK has grown a lot in recent years and there are a number of reasons for this.
Firstly, the average consumer is becoming more and more frustrated with the lack of genuine choice on offer. This lack of choice is a side effect of the convenience market that is pushing large retailers like Amazon into the forefront. What we as consumers gain in convenience we lose in choice, and this is becoming increasingly unacceptable for everyday people.
Secondly, many people are taking the decision to leave their regular employment and strike out on their own. Part of this is down to the fact that people, especially the younger generations, are less willing to take part in the daily 9 to 5 grind and are rejecting traditional office jobs, and instead are doing everything in their power to work for themselves and be the architects of their own success.
There are plenty of benefits that make opening a small, independent business an extremely attractive idea for many people, but realistically this kind of venture comes with a certain amount of risk built in. A lot of hard work, planning and research goes into creating a brand, but even then a certain amount of luck is involved in helping a business to become a success. Sometimes, when luck isn’t on your side, it is possible to fake it by putting serious thought into marketing strategies.
It almost goes without saying that marketing for a small business will look very different to marketing for a large, international company. Small businesses have unique characteristics that mean they do not face the exact same challenges that others face which can be a double edged sword.
Focus on getting organised
Organisation is key to the success of any business, large or small. It is only by organising everything relating to the business that a small business owner can accurately measure the success rate of their ventures and it should be the first step in any marketing plan. A small business owner needs to start small with some core ideas.
For example, before committing to a particular marketing strategy, think about your company critically. Consider who your business is for, and summarise what the business is and its main products or services in a short few sentences and go from there.
Don’t neglect the personal touches
Many people are sick of dealing with impersonal, large businesses that don’t give them the meaningful interactions they are craving. A small business is much better placed to provide these special touches that make customers feel valued, such as providing bespoke gift boxes, personalised messages and other indicators that a small business is willing to go the extra mile. It can be as simple as including a handwritten thank you note inside the packaging when a new customer makes an order or following up with an email that offers money off their next purchase.
Use social media
Everyone is at it these days, and if you want to be taken seriously as a newcomer to the market then you are going to have to get comfortable with social media pretty quickly. Having a page on Facebook, Instagram, LinkedIn and other appropriate social media channels is seen as an essential for many customers these days, and many, especially the younger generations, will be very put off if they encounter a small business that they can’t engage with through their favourite social media channels.
Social media makes a business feel more personal and approachable and provides a convenient point of contact between a customer and a business. If you want to inspire confidence and trust in your customers then you really can’t afford to neglect the power of social media marketing and should make full use of it within your business.
That’s not to say that you should plough a huge budget into paid advertising on social media though paid ads can certainly be a useful tool. Instead, focus on building a social media following organically, then give your profiles a boost with paid ads when they are fully fleshed out.