You're on your way to expanding your small business and getting it on track to success. One of the challenges to attracting your target audience and increasing sales is beating out the competition. With so many businesses fighting for the attention of the same type of consumer, selling similar products and using the same social media websites and tactics for marketing, it takes more than doing what everyone else does to put your company ahead of the rest.
How do you make your small business stand out? Everything from your marketing strategies to your work culture impacts the way that your business is viewed by consumers and how successful your sales are. Use these small business tips to get your company one step ahead of your competitors.
Know your competition
Do some digging and find out what your competitors are doing in order to establish a framework for what your goals should be. How are they advertising a certain product or service? Which social media sites are they relying on most frequently? Once you've uncovered the most successful strategies that similar businesses are using for marketing your type of product, you can start getting creative with ways to differentiate your brand.
Improve the visual aspects of your brand
Consider your brand's visual appeal and how it affects the way that your customer's view your company. People aren't going to be impressed if your company website is a mess. Even aspects like poor color decisions and font that's difficult to read can cause you to lose sales. The same thing applies to the appearance of your actual store. Consumers are going to want to enter a building that looks modern and inviting. Updating your store signage or painting the front of the premises can have a major impact on the number of people who drop by your store ever day. Similarly, if your brand represents a unique image or message that works to attract a certain type of consumer, make sure that your website, business cards and branded packaging match this.
Communicate your brand's unique aspects
Use what makes your brand unique to your advantage, as consumers are going to be attracted to businesses that stand out from the crowd. Once you've established what makes your company different, whether it's your work culture, the story behind how you started your business or the high-quality customer service, the next step is figuring out how to communicate this through marketing efforts.
For example, on your website and Facebook page, tell your company's story, such as why you wanted to start it, how you built it from the ground up and the people you chose to hire to help you grow your business. This will humanize your brand and introduce a more informal, conversational side to your business communications. Adding this personal touch is effective, but something that many companies fail to do, so it's an easy way to get a leg up on the competition.
Advertise an attractive work culture
Your company won't grow or succeed unless it's operated by talented and experienced staff members who are passionate about what they do. Attracting motivated employees requires advertising a good work culture with an inviting atmosphere. However, establishing such an environment doesn't stop at simply paying competitive salaries. Workers are looking for certain nonmonetary benefits, such as flexible work hours and career growth opportunities. If you're trying to recruit a younger group of hires, promoting a team-oriented environment with events like employee outings will show your business' fun side. This is something that's becoming increasingly important to the millennial generation of workers and can be done through strategies like posting pictures from company events on social media.