4 tips for non-cringe small biz marketing.
A not-fun fact for small businesses: If you build it, they may not come. And just because something worked in the past, does not mean it will work in a year, or even this year.
This can apply to a lot of things, but I’m referring to being a small business owner and sharing what you do with others (a.k.a. marketing).
Having a marketing strategy, clear messaging + collaborating with pros/specialists you trust who deliver transparent results, are all important in today’s digital, content-saturated, noisy world.
In today’s digital marketing realm, we don’t just turn on ads, throw $100 dollars at something, post 5 times and bam, we’re getting new clients/leads… not to discourage but more to clarify: you are competing in the sphere of big businesses with million dollar marketing budgets. It really is a numbers game.
Four things to keep at heart when considering your small business marketing plan:
Creativity wins. With a smaller budget, you have to be creative. You have to be persistent. You’ll have to spend time and energy where you don’t have dollars, maybe for years.
Love endures. Make sure you are doing something you love that is stainable for you, that you believe in. Don’t lose sight of the heart of what you do. And speak from that authentic place. That way nothing feels “marketing-y.”
Clarity simplifies. Know your message. Know the value you bring. Nobody can refute sincerity plus results.
Beat that dead horse, baby. Don’t be afraid to repeat yourself. Tell the same story over and over. And remind people why you’re the best option for them (after listening to what they need!). Win-win or no deal.
We aren’t manipulating people into anything here. It’s in alignment or it’s not. It’s just sharing the message at scale, enough times, so the right people hear it at the right time.
Random noodle: I love Diane Arbus's photos. Odd captures where subjects look strange or off or even mildly freakish. It comforts me. Maybe there is more humanity there for me. I used to hide my incessant blinking, fidgetiness, and dark glances that cover an Escher-esque hallway of pensiveness — my brain trying to solve humanity’s problems. I can see so much from one portrait, but the way I read it will inevitably always say more about myself.