NEWS
Four key areas to make your Australian small business marketing as effective as possible
In today’s competitive and overcommunicated society, it’s crucial for Australian small businesses to have an effective approach to their marketing. Whether you’re a startup or an established company, having a clear and effective marketing approach will help differentiate you from the competition. Here we’ll look at four key steps that will help make your marketing great.
1. Create a strong positioning
Positioning is key to ensure your small business stands out from the competition. It’s about finding a unique space in the minds of your target audience, one that is different from your competitors. This means understanding what makes your business special and communicating that effectively. Can you differentiate on audience, offering, location or experience? Define what sets you apart. For example, if you run a local bakery, perhaps your point of difference is that you use organic, locally-sourced ingredients. Make sure this positioning is crystal clear and resonates with your target audience.
2. Be Consistent
Once you’ve established your positioning, it’s important to remain consistent. Consistency builds trust and recognition. Your branding, messaging, marketing activities and actions should all reflect your core positioning without deviating. For example, if your bakery is known for organic ingredients, every piece of communication – from your social media posts to your in-store signage – should emphasise this commitment to quality and sustainability. Consistency reinforces your brand in the minds of consumers, making it easier for them to remember and trust you.
3. Communicate Frequently
In the modern world, out of sight often means out of mind. To avoid this, you need to communicate your positioning frequently. Repetition is key to ensuring your message sticks. Utilise multiple activities and actions to communicate with your audience – social media, email newsletters, blog posts and even traditional methods like flyers or local events. For example, if you’re promoting a new product line in your bakery, share behind-the-scenes photos on Instagram, write a blog post about the inspiration behind it, and send an email announcement to your loyal customers. The more often your audience hears your message, the more likely they are to remember and act on it.
4. Communicate more than your competitors
Finally, to truly stand out, you need to communicate more your competitors in your marketing activities and actions. This doesn’t necessarily mean investing more money, but rather, being smarter. Engage with your audience more frequently, offer more value and be more visible. For example, host a series of baking workshops or community events at your bakery to draw in new customers and strengthen ties with existing ones. When you consistently communicate more than your competitors, you increase the likelihood that potential customers will choose your business over others.
By focusing on these four key steps to marketing your small business, you can significantly enhance your marketing and business results. These steps will help you stay top-of-mind with your audience and ultimately drive more business. Remember, successful marketing isn’t necessarily about being the loudest; it’s about being the most clear, consistent and engaging. So, start today by assessing your current marketing efforts and looking at areas where you can implement this approach for more effective results.
The team here at Little Marketing have been working with small business owners for over 16 years and helping them in this approach. If you're looking for a consultative approach to your small business marketing, then speak with our team today.
