To really grow your small business, you need to focus
You want to grow your small business. If you didn’t you wouldn’t be reading this article. We talk to too many people who believe that the best way to grow their business is to get in front of as many people as possible, no matter who they are. WRONG! That is the complete opposite of what you need to be doing.
If money is tight (and, to be honest, if it isn’t), it doesn’t make sense to scattergun your marketing activity. If you do, it will be ineffective. Even if you have got some money spare, why waste it? To get the best return on investment from the time and money you have available, it has to be focused.
Who should you focus on?
This will depend on where you are as a business (see our article on growth routes here), but most business owners are looking for market penetration (selling more to similar people), so the two best sets of people to market to are:
- People who are similar to your current clients.
- People in a similar geographic area to you
Focus on your clients’ peers
In the same way that we look at reviews and ratings when shopping personally, businesses will look at testimonials and case studies of businesses to see how they have helped their clients. Getting your case studies in front of companies similar to those you are already working with is a great way to grow your business. They will be looking for suppliers they believe can deliver on their promises. If you can show them you’ve delivered for a number of clients who are very similar to them, they will be much more inclined to believe you can do the same for them. Of course, you will need the evidence to back up your claims – more on that later.
Those who are close to you
If you are selling a service, chances are you will have to go to the prospect at some point very soon. Either as part of the sales process (maintaining social distance rules, of course) or to deliver part, or all, of the service. People who are close to you take less time and less money to get to. Far better to travel 10-20 miles than 2-300!
Of course, you can still do much of the sales process remotely. Phone, email and your preferred flavour of video conferencing will enable you to make sales, but lockdown won’t last forever (we hope), so those closest to you will be easier to account manage going forward too.
Once you start making sales, you can either add additional target audiences or increase geographical coverage, because you will have the budgets to do so.
Of course, you can always leave that boring stuff to us. Call us on 020 8634 5911 for any enquiries.