‘Think different’ (Apple slogan)
We all like to be remembered – but for small businesses, that can be hard to achieve. Here are five tips on how you might achieve memorability – and in doing so, gain those extra sales that make a real difference.
1. Give spontaneous feedback
A lot of online purchasing systems encourage feedback between supplier and customer. As a supplier, be sure to use these mechanisms. Thank them for the business and the way they handled it, and say you’d love to work with the clients again.
Of course, in conventional transactions that opportunity does not occur, but you can – and should – send them an email or a good old-fashioned letter.
Don’t stop there – when you are a client and you are happy with the service, give the supplier an unprompted reference. Chances are that they will use this in promotion and thus spread your name further afield, and who knows when it may bring in new enquiries for what you do.
2. Look good online
Research shows that over 60% of buyers carry out research online before they even approach a potential supplier. You are being vetted and rated even as you read this.
How you project yourself through your website is critical – aim to make your operation look bigger than it is, and present yourselves professionally. Use Search Engine Optimisation (SEO) to improve your visibility; and invest in Google AdWords to propel yourself rapidly to the top of searches for your market niche. Even the smallest business can outrank the multinationals, given the right strategy.
Social media is also very important. Business-to-consumer (B2C) companies should consider Facebook, and for younger markets Instagram. Pinterest has a strong female following. Business-to-business (B2B) suppliers are best suited to LinkedIn (with a company page and matching pages for key managers) and Twitter.
Do not ignore the power of visual stimuli. Animated ‘explainer videos’ are relatively low-cost and they appeal across the spectrum while getting your key messages across. More buyers prefer to receive data visually than via the printed word. Set up your own YouTube channel and build video into your website – it is the most powerful tool for keeping visitors on there for longer.
3. Logos and Letterheads
Whatever you do, don’t be tempted to adopt a DIY approach to design. Invest in a decent local studio who can give your company a Style Guide and ensure that your letters, business cards, compliments slips, invoices and online communications share a memorable logo, typeface and house colours that mark you out as a good operation to do business with.
4. Advantage – Local
What advantage do you have over larger competitors? You are genuinely local – and you can offer genuine personal service and social contact.
Use local networking outlets – breakfast business clubs, regional IoD, Chambers of Commerce etc.
Sponsor local charities and good causes and get to know people in the local media as well as building personal relations with potential and current business contacts.
Subject to recipient company policy restrictions, consider sending business gifts. These do not have to be expensive – but you can try giving something with a link to your business. Or in December, the traditional giving time, what about sending a Christmas Cake through the post or delivering it in person? This is a widely popular form of ‘sweetener’.
5. Thought Leadership
Your business is good at what it does. You and your team have specific skills. Don’t hide your light under a bushel.
Send regular emails on different subjects of interest to your prospect and customer database (you don’t have one? Get a Customer Relationship Management system like Salesforce, now!)
This keeps you ‘top of mind’. Other strategies include:
- Exhibiting at trade shows
- Writing articles for, or being interviewed by, industry magazines
- Publishing White Papers online
- Blogging regularly through your website and social media
- Engaging a PR firm to publicise your firm and obtain coverage for it
Odiri Tax Consultants do not just advise on tax and accounting for small businesses – we assist with all aspects of making a success of your operation. Let’s talk today about strategies for growth.
