Clearing Up Common Issues Through Marketing
Many small and medium-sized businesses have a mistaken impression of marketing activities. Either they’ll shrug them off as something that only the really big businesses do, and that it’s not really something they need, or they figure that what they’re already doing is enough. The fact that you’re reading this blog says that you aren’t with either group, which also means you understand how important it is to market, and that there’s more you could be doing.
Marketing can help resolve three common problems that all SMBs could possibly face.
There are a few potential issues that could easily cause problems for any business, regardless of what industry it serves. First of all, a business has a serious problem if they are relatively unknown, looked over in favor of their competition. Secondly, it's important that the public receive an accurate impression of what a business provides. It’s just as important that as the market for a particular good or service grows, a business’s market share grows as well.
Fortunately for business owners everywhere, a consistent and well-thought-out marketing strategy provides a solution to all three of these issues.
The Anonymity Problem: “Not enough people know about us.”
If a business lacks a firm footing in the minds of those it could serve, those people aren’t going to turn to that business first when they need their services. It’s the unfortunate reality of the “out of sight, out of mind” principle put into practice. However, some well-placed marketing can increase the amount of exposure that business receives, boosting the public’s awareness and possibly bringing fresh faces to the business’ doors. Solid marketing practices can not only attract this attention, but also can instill a positive first impression on a prospect from the get-go.
Reversing Misrepresentation: “Oh yeah, that one place that does [oversimplification].”
As a business owner, you should be proud of your business, but that pride also means that hearing your business be pigeonholed into a category that isn’t totally accurate can get you a little hot under the collar--and rightly so. Just as bad, you may be regarded as a one-trick pony when, in reality, you have many services to offer. It’s just that people don’t know about them, and that’s a problem.
It may just be that you need to enact some marketing initiatives to set the record straight. By publicizing the benefits of all of your services, your audience will get a view of all you can do for them. Plus, you may just be able to catch the eye of those who are currently unhappy with the services they receive elsewhere, who just hadn’t realized that there was another option.
Revitalizing a Stagnant Pool: “I really like this place, so I’m going to keep it to myself.”
Customer and client loyalty is a great thing, but like all great things, too much of it can be a detriment. If those clients who think the most of you want to keep you hidden away to themselves, not only is your message not being spread, but the silent ones are the ones who could potentially provide the most compelling endorsements. However, the right marketing strategies can not only bypass these effects, but they can turn your current clientele into your proudest brand evangelists, especially if you offer them some benefit or perk for their testimonial. As a result, you can see an increase in the loyalty of your current market, along with a cache of user recommendations at your disposal to augment the word-of-mouth momentum you’ve generated.
However, you also have to consider the possibility that these clients may not spread the word about your services simply because they haven’t thought to, so it never hurts to request it of them. The recommendation of a peer can be a powerful motivator, after all, so if you get the chance to leverage them in support of your business, you should.
In short, there aren’t many businesses which couldn’t find some benefit in marketing themselves, assuming there are any at all. Whether it increases demand for a business’ services, refreshes and reinvigorates an audience, or corrects the mistakes made in the past, marketing helps. For help implementing some marketing initiatives for your own benefit, reach out to us!