Small business owners are notorious for having a lot on their plates and wearing a lot of different hats as a result. There’s recruiting, payroll, a plethora of HR responsibilities, and oh yeah, there’s marketing too. Although every situation is different, small businesses tend to face some common marketing problems. Fortunately, there are always solutions to overcome these challenges.
Dealing With Stiff Competition
Unless you’re in some obscure micro-niche, you’re probably in a fairly saturated market with a lot of rats chasing after a finite amount of cheese. It can quickly become stressful when you’re trying to differentiate yourself from a laundry list of competitors who offer similar products/services.
The key to standing out in a crowded market is to accentuate what makes your business unique, build authentic relationships and let your personality shine through. Even if you can’t necessarily offer the lowest price, consumers tend to respond to authenticity and brands who act human.
Staying on Top of New Trends
The business world moves a mile a minute, and new trends are continually unfolding. Consequently, many small businesses struggle to stay up-to-date on which marketing strategies are effective and which are defunct. This phenomenon has largely been spawned by technology, and it’s technology that can help you stay in the know. Here are some examples:
- Subscribe to reputable blogs and publications like Entrepreneur, HubSpot, Moz and Inc.com
- Use Google Alerts to automatically notify you when there’s an update of interest
- Observe what competitors are doing and the marketing techniques they’re implementing
Using the Wrong Platforms
If you’re not careful, you can wind up funneling an immense about of time and money into marketing channels that simply don’t produce. Without tracking your campaigns and using some type of metrics to analyze the data, you can easily burn thousands of dollars with little to show for it.
That’s why it’s incredibly important to use a platform like Google Analytics or something similar to monitor each marketing campaign every step of the way. This will let you know for sure what’s working, how well it’s working and what type of adjustments need to be made. As you accumulate data, you’ll be able to identify positive and negative trends so that you’re able to invest your time and money wisely.
Producing Enough Content
Content marketing is by far one of the most widely used and effective strategies. The only problem is that “the content monster” must be perpetually fed to maintain progress. This is problematic for many small business owners because they’re already pressed for time and can’t continually create valuable content.
What’s the solution? Here are some potential options:
- Hire a professional writer to create content for your blog and social media accounts
- Repurpose content (e.g. turn a blog post into a slideshow or webinar)
- Curate content for social media (e.g. retweet excellent posts)
Although these common marketing problems can create some real obstacles for small businesses, there are always solutions for overcoming them. By addressing these challenges and fine-tuning your marketing strategy, you can rise above and supercharge your campaign.