For small businesses, it’s harder than ever to get traction and keep it. The towering giants of your industry loom large, casting long shadows over you. Maybe they’re 2nd or 3rd generation businesses. Maybe they advertise like crazy. Or maybe they just really are that good at their work.
There’s Always Room For A Business That Creates Value For Customers
Small size can be a mighty strength when it’s coupled with sterling service. Based on pearls of wisdom from the book “Challenger Brand: How to Thrive in the Age of Disruption,” we’re spilling the beans on how your small business can thrive, not just survive, by delivering service that’s second to none. Also, providing you some actionable items so you can get started as soon as you’re ready!
Wear Your Challenger Status Like a Badge of Honor
As a small fish in a big pond, you’re a challenger — so wear that status like a badge of honor. Stir the pot, question the tried-and-true, and give industry norms a run for their money. Your agility, the personalized touch you can offer, and your knack for serving niche markets are your secret weapons. Let these be the bedrock of your small business marketing strategy, your battle cry that echoes: “Choose us, not the behemoths!”
Actionable item: Pinpoint what makes you a game-changer and weave these elements into your marketing narrative.
Make Your Unique Proposition Your North Star
For your small business to stand tall against the Goliaths, you need a clear and compelling unique value proposition. This should be your North Star, guiding all you do. Find what makes your business the diamond in the rough and communicate it in a way that strikes a chord with your audience. Be it exceptional quality, a personal touch, or one-of-a-kind offerings, this should be the heartbeat of your brand messaging.
Actionable item: Define your unique proposition and ensure its echo in every piece of your marketing collateral.
Pursue Your Target Audience with Unwavering Focus
Resist the allure of being all things to all people. Instead, pursue your target audience with unwavering focus. Become a mind reader, understanding their problems, cravings, and preferences. This work takes place in your content strategy so you can reel them in with a variety of content. Tailor marketing campaigns that talk to them, not at them. By zeroing in on a particular segment, you’re more likely to turn customers into fans who wouldn’t dream of going anywhere else.
Actionable item: Pin down your target audience and curate marketing campaigns that resonate with them.
Inject Personality Into Your Brand
A brand personality that packs a punch can be a game-changer for small businesses. It sets you apart from the crowd and creates a bond with your customers. Craft an authentic, consistent, and unforgettable brand personality that echoes your target audience’s values and aspirations. Infuse this personality into everything you do, from your visuals and packaging to your ads and service delivery.
Actionable item: Shape a unique and authentic brand personality that shines across all touchpoints.
Use Experience to Upset the Apple Cart
As a small business, you can shake up your industry by getting creative and upsetting the apple cart. Whether you’re introducing a groundbreaking product or service, or rolling out daring and unexpected marketing campaigns, extraordinary customer experience is a differentiator. Be game for taking calculated risks and exploring offbeat strategies that draw your audience in and leave a lasting imprint.
Actionable item: Cook up creative ways to question the status quo and be prepared to take calculated risks to make your mark.
Create a Tribe, Not Just a Customer Base
Don’t just build a customer base; create a tribe. A loyal band of followers who are as passionate about your offerings as you are. Harness the power of social media to engage with your tribe, share content they’ll love, and make them feel they belong. Spark user-generated content, reply promptly to feedback and get your customers talking to each other. This tribe won’t just boost customer loyalty but also draw in new customers through the best kind of advertising there is: word-of-mouth.
Actionable item: Craft a social media strategy that nurtures a sense of tribe and engagement around your brand.
Stay Nimble, Stay Adaptable
In the ever-changing landscape of business, the ability to bob and weave is invaluable. Keep an eagle eye on how effective your marketing strategies are and be open to feedback. Tweak and polish your tactics to optimize results and stay ahead of the competition. By staying nimble and adaptable, you can capitalize on fresh opportunities and hold your own against larger rivals. It’s helpful to have someone (or a team) that is not beholden to your way of thinking. A agency, more importantly, a local agency is a good option for this. They have fresh ideas. Understand the landscape and will work with you to stay relevant.
Actionable item: Keep a close watch on the impact of your marketing strategies, and stay on your toes to keep your edge.
Small businesses, exceptional service is your secret weapon. By taking pride in your challenger status, focusing on your unique proposition, and shaking things up creatively, you can carve out a unique identity and win over your target audience. By creating a tribe and staying nimble, you can turn the tables on larger competitors. So, buckle up and let these actionable strategies steer your small business to success through the power of top-notch service.
brandbliss is a NY based creative marketing agency helps high-touch service businesses strategize, implement and manage winning marketing communications, experiences, and service delivery combinations to get more customers and maximize those relationships long-term.