When you’re a small business owner, especially if you’ve been in the game for a while, marketing your products or services can feel like a challenge. Wouldn’t it be nice to get excited to talk about your business again? It’s not as scary as it seems. Below are four tips for falling in love with your marketing strategy.
Cultivate An Authentic Brand
Cultivating an authentic brand is as simple as being yourself and bringing your personality to your marketing. Customers crave this type of authenticity. There might be just a few businesses like yours or there might be a million—the best way to stand out is to tell your story to potential customers in a way that feels genuine to you and to them.
Stories are a powerful way to connect with other human beings and that doesn’t stop at marketing. From your website to your social media posts, telling your brand’s story in an authentic way will help establish trust with your audience and future customers. Here’s a quick template to help you practice telling your unique story:
- Present the problem that you’re solving with your product or service.
- Show your solution to the problem—how will your product or service help your customer in a way that no other product or service can?
- Celebrate your success—maybe share a testimonial from one of your customers or an exciting achievement with your audience.
Interact With Your Customers
Now that your customers know your authentic brand story, learn theirs and let them in on all the fun. Have conversations with your audience about what content they’d like to see and what suggestions they have. Here’s how to put this into practice:
- Ask your customers questions in blogs or social media posts and encourage them to answer in the comments.
- Post the questions sticker on your Instagram stories and ask people to respond.
- Request responses to an email newsletter you send out regularly.
- Customers grow more invested in both your brand and your product when they feel like they can be a part of the conversation and the process.
You can also ask your audience for user-generated content. Request reviews, testimonials, photos, and videos that you can share with the world. A great way to do this is to ask them to tag you when they post about your product, incentivizing them to do so.
Let’s get visual! When it comes to marketing, studies show that visual content is more interesting for users to interact with. Tweets with images perform up to 5x better than tweets without, and articles that include a photo or video content are viewed 94% more than articles without.
Think about the story you want to tell your audience and find or create content that will help convey your message effectively and leave an impact. If you have a good sense of your brand’s identity, post visuals that reflect that. For example, create an infographic in your brand’s colors and fonts or find a photo that perfectly captures what you’re exploring in your content.
If you feel comfortable, you can also try letting your audience in on your brand. Share behind the scenes content, introduce your employees on social media, or host a Q&A. Building an authentic relationship with your audience helps you cultivate trust in your brand.
As a small business owner, you’re just one or a few people and you can’t do it all on your own. Make it easier on yourself and get a marketing partner—someone who can help you with all of the above and so much more. A marketing professional’s job is to take your story and create a marketing plan that is reflective of you, your brand, and your customer so that you can do what you do best, which is run an incredible business. For more information on what taking on a marketing partner looks like, get in touch with me today!