Seven Key Marketing Strategies for the Small Business Owner
For most folks, owning your own business is a dream come true. The freedom of being your own boss and succeeding or failing entirely upon your own merits are facts of life for the small business owner. Sure, there’s more stress than what you probably imagined when you were first starting out, but with a little strategy and planning you can overcome any tough spot you might find yourself in. These seven tactics developed by successful marketers will help make your business a success.
1. Create a One-of-a-Kind Selling Point
If you want to stand out from the crowd, create a unique selling proposition that stresses the benefits customers will receive from doing business with you. Will they get faster service? Tell them so! A straightforward statement like “free overnight delivery” tells your customers that they can expect fast service and a discount on shipping – two big benefits in three simple words.
Why should someone buy from you and not your competitor? Remember that what customers really care about is how you, your product, or your service can benefit them. Tell them what you can do for them. The most effective things to emphasize are benefits that your competition cannot or are not willing to give.
2. Use Testimonials
Every business owner thinks that his or her product or service is the best thing going, but what really matters to your prospective customers is what current customers think about you. Customers want to hear from other customers, which is why testimonials can be such an effective tool for small businesses. Testimonials help you build credibility and help people feel confident in doing business with you.
3. Upsell
Upselling is one of the most successful marketing tactics. Everywhere you go, someone is trying to get you to buy more. Why? Because it works! Your existing customers already know that you have great products and services. They trust you, and once you have their trust it’s much easier to talk them into making additional purchases.
Use every opportunity to increase your sales volume within your existing customer base. Do you have a product that compliments the one they are purchasing? Offer it to them at the register, or design your website so that it gives them the option to add similar items at checkout. It’s a proven and effective method for increasing sales. You may be shocked by the volume of additional sales you can generate from those who are already buying from you.
4. Make Your Price Seem Lower
Divide and conquer: this old war tactic works in marketing too! When the price seems too steep, break it down into manageable bites. An item that costs $120 is only 3 low monthly payments of $40 each.
5. Emphasize Benefits
Customers buy because they want to enjoy the benefits of the purchase. A woman might buy a dress because she wants to feel sexy, or a man may buy a book because he finds pleasure in reading. Emotions are the key element that drives purchases. Paint a picture with words that stirs up the emotions that instigate a sale. Let customers “feel” the benefits and they’ll be more likely to head for the cash register.
6. Create Attention-Grabbing Headlines
Are you ready to capture your reader’s attention with great copy? The headline is the place to start. How often do you scan the newspaper’s headlines before you decide whether or not to read the article? The headline is where the reader’s interest is gained or lost, so it’s the most important part of any advertisement.
A good headline should telegraph its message in twelve words or less. Double check those headlines. Do they make a promise of a positive benefit, or ask a provocative question? Don’t settle for less than the most attention-grabbing statements.
7. Provide an Offer They Can’t Resist
Is your deal too good to pass up? If not, you need to improve it. Make the deal sweeter by increasing the reader’s knowledge of the value of the product, or adding bonuses that are perceived as valuable but cost you little.
Motivate buyers with limited-time offers. When the customer knows he has until Saturday to purchase an item that he’ll pay more for on Sunday, he’ll make it a priority to make the purchase.
If you want to talk to someone about more key tactics for small business owners, Pamela Finnesand, The Business Maximizer can assist you! Schedule your complimentary Business Breakthrough Strategy Session today.
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