We do all kinds of marketing consulting at SpinFrogs, but one of the core groups we have a passion for is the small business. Strategy here is very different than larger companies (as are budgets).
It’s easy to recommend certain fairly surefire ways to market to a large company with deep pockets, but a lot of the time small businesses have to be savvier about where they place their efforts. They are generally dealing with less brand exposure and denser local competition, so the strategy is a different game.
Marketing Challenges for the Average Small Business
Seth Godin said it well when he said that the biggest mistake entrepreneurs often make is looking at a small business as simply a smaller version of a big company. It does seem like that assumption would be true at a glance, but a lot changes as you add employees and operate on a significantly larger scale.
Company culture changes, too, as do legalities and funding. But everything about the brand is different, too.
Providing marketing solutions for small businesses means making a lot of “best bang for your buck” decisions with firmly defined priorities.
There’s an adage: we only have time and money to spend on anything, and we spend whichever one we have more of.
I think one of the trickiest parts of running a small business is that you often feel like you don’t have much of either. This is a big piece of where I can help.
At SpinFrogs I create strategies to take time burden off of small businesses owners with bootstrapped solutions, designed to create fast return on investment so we can continue building upon the momentum. Marketing is ultimately a long-term game, but some approaches focus too much on the longer term at the expense of recouping costs shorter term. I understand that operating a small business requires taking that into account — particularly since I too run a small business.
Small Business Marketing Focus: Relief From The Overwhelming Amount of Info
There’s one thing most small business owners who have been bootstrapping have in common: they’ve read some advice online and maybe followed some influencers, but end up feeling overwhelmed by the sheer amount of suggestions and places to invest their time.
Influencers like Gary Vee talk about creating 60+ pieces of content per day between your website and various social media channels. Somebody else will talk about how important video is. And yet someone else will talk about SEO or even local networking to build a referral base.
All of these sound great in theory, but one person cannot simultaneously do all of that. With all respect to some of these influencers, it’s easy to talk about the importance of churning out content all day long when you have a whole team of videographers and writers behind you.
One of the biggest benefits I provide is dulling the noise.
After reviewing your goals and your brand, we select logical start points that everyone involved can handle, and target the audiences and platforms where we’re likely to get the fastest results. Once there’s a surplus of revenue coming in it’s far easier to talk about hiring people and expanding the efforts. Not to mention to in just as many cases part of the value I create is in helping to cut unnecessary spending.
A company might be spending $1000/month on a bus ad that doesn’t appeal to their market, but started doing it because someone told them to and continued because they aren’t tracking the marketing and don’t which which things are responsible for their phone ringing. That leads to a lot of bloat in the budget, and they may find they actually do have the budget to do all sorts of things they’ve been waiting on by trimming what isn’t connecting.
The small business marketing effort should be a focused one where each piece is consistent and serves the brand instead of existing in isolation.
If you’ve been feeling lost or overwhelmed with marketing your own small business, contact me today to explore how I can help you tame the madness and build revenue.