Small businesses face special challenges when it comes to marketing. Spreading the word about your business and creating a following was hard enough when you were competing locally, but these days you’re keeping up with everyone on the internet.
Yes, the challenges of being a small business owner are growing, but so are the rewards. If you can get your marketing mix right, you’ll find success, but first you have to overcome these three challenges.
In big enterprises, many marketing conundrums can be solved by throwing money and manpower at the problem, but when you’re an entrepreneur two things are in short supply: time and money. As a small business owner you’re probably part of a small team–or even a one-man show–and every spare moment is devoted to serving your customers and growing your business. If you were a marketer in a big company not only would you have a team of people to help, but you’d probably have technology that would automate many of the most tedious and repetitive tasks.
Not only do big marketing departments have a team of people at their disposal, but they usually have big budgets. That means they can throw money at any problems that arise. Whether it’s about buying the right tools, or hiring a creative agency, money can solve a lot of marketing conundrums. But as an entrepreneur you often have to cobble together a number of free tools to get the job done. There are plenty of really great options out there–from Mailchimp to a Google Analytics–but it takes time to figure out which ones are right for you.
Are you a plumber? A chef? Do you make widgets? Build beautiful kitchens? Whatever it is you do, you probably never wanted to be a marketing expert. Building websites, creating content, designing ads, crafting social media posts…that’s not what you signed up for. But it’s part of being a business owner in the digital age. Luckily, marketers are always happy to share their expertise. Part of marketing yourself as a marketer is broadcasting to the world your knowledge of everything from SEO to the video advertising–and that means there’s plenty of info out there for small business owners.
Over Coming the Obstacles
Whether you’re struggling to find the time to devote to managing your social media presence or the expertise to craft the kind of content that keeps potential customers coming back to your site, you know that the struggle is real. No matter how great your products and services are, it won’t matter unless you can get the word out.
Marketing your business may be difficult, but it’s not impossible. If you have even a little extra money in your budget, consider hiring someone to help. It doesn’t have to be a full time employee–a consultant or freelancer can help take the burden off your shoulders, and let you devote more of your time to the products ans services at the heart of your business.