Boost your small business

You made a bold move and started your own small business. You put everything into it. You’re passionate about it and, like any small business owner, you want to see it thrive. There are a number of small business strategies you can employ. Here are a few to get you started.

Small business strategies to boost your business

Brand: How clear is your brand?
Your brand includes more than your company’s visual identity (logo, colours, images). It also incorporates elements such as your core values, brand personality, brand voice and brand promise.

Take time to define what your brand is all about and how you – and your team – are going to deliver a consistent brand experience. This will include looking at elements like the connections your team makes with customers and the experience visitors have when they communicate with you, visit your showroom or navigate your website. Are you sticking to your brand promise and delivering the brand experience you want?

Marketing: Are you reaching the right audience?
A robust marketing plan helps ensure you connect with your audience by outlining the best channels to reach them using the key messages you’ve developed as part of your brand strategy. You might engage with your audience through interactive campaigns, sponsorships, social media platforms, email or digital marketing. If your budget allows, out-of-home advertising (billboards or signage) or radio might be an option. The key is to know your audience and which tactics will most resonate with them.

Don’t forget about your existing customers.
Existing customers are a goldmine of opportunity. Let them know you appreciate their business through regular touchpoints. Depending on the type of business you own, you can do this by following up on the services you’ve provided, asking for time to review a plan you put in place, or maybe even introducing the next phase in a product you sold.

When you show you care, you increase customer loyalty and trust. Is there a better way to generate repeat business and referrals?

You scratch my back, I’ll scratch yours.
Collaborating with other businesses or entrepreneurs is a great way to generate referrals and uncover cross-promotion opportunities. Maybe you sell BBQs, but you don’t sell vinyl covers. You might consider aligning yourself with a partner who markets grill covers or who wants to expand into custom grill covers.

Look for those opportunities to add complementary services or bring additional products into your store. Business networking meetings and other events where you can connect with the expertise of other small business owners is a great place to start.

Get your foot in the door.
You don’t always have to make a big sale the first time you meet a customer, but you do need to get that foot in the door to introduce yourself. Think of ways you can add value at a minimal cost to you and your customers; like the plumber who delivers and installs dishwashers. It’s not his core business, but gets his foot in the door.

Once you’re face-to-face with a customer, you can introduce your business, build a rapport and in turn, create potential for bigger projects or sales. [This would be a good time to work on that elevator pitch!]

Feedback: Know how you’re doing.
Building your small business is not a one-and-done. It takes regular tracking and reviewing to ensure you’re on track to reach your goals. You should always stay open-minded and open to change.

A little research will tell you how your customers are feeling about your business, your products, your services… and, if you’re delivering on your brand promise. This feedback along with a look at your sales performance will help identify where you might pivot and adjust. New market trends, changes in customer preferences and advances in products or technology will all impact your business. That means, get ready for change!

There’s no one-size-fits-all strategy for a small business. We’re all unique! Block off time to review your small business strategies, and if you need help… reach out!