Perhaps the biggest aspect of marketing – and the most challenging for a small business – is to establish their brand in the marketplace. If you think about it, the more well-known you are, the better you stay top-of-mind when customers are ready to make a purchase. An easy example: If you ask many consumers what brand of laundry detergent they think of when it comes to getting out grass stains, many will inevitably answer: Tide.
Tide, in other words, has become well-known. And that recognition translates not only into its power as a brand but in terms of sales as well. But let’s also face reality here: Small businesses, by definition, don’t have the advertising or branding budgets to gain that kind of market-leader visibility in their space.
So, if that’s you, how do you go about becoming “well-known”? We believe it requires a strategic approach that prioritizes authenticity, relevance, and networking. Here are five ideas that can help you boost your visibility and, ultimately, your sales.
No. 1. Focus on a Niche
At Marketing Nice Guys, we’re big proponents of focus when it comes to the marketing strategy of our clients. That means helping them understand promote a certain specialty in a particular area or industry. Why? Because when you have a niche, you have a greater chance of becoming well-known for that expertise.
Here’s how it helps you: By honing in on a specific niche, you can deeply understand the unique needs, challenges, and desires of that specialty audience. This allows you to create tailored products, services, and content that resonate more than generalist messaging. And the more tailored you become, the more trustworthy. Additionally, a niche focus means less competition, giving you a better chance of becoming the go-to business for that specialty in your field.
There are cons but the pros outweigh them: Look, we get it. One thing we often hear in reply from certain small businesses: “But we do so much more than that!” Yes. But the truth is, the broader you go, the more competition you’re going to face. And in many cases, small businesses aren’t well-equipped either resource-wise to go up against larger players head-to-head. Think about it this way: If Amazon started as just an online bookstore and Facebook started as just a social network for Harvard, you too can also focus on your niche, then grow from there.
Need help with your marketing focus or strategy? Don’t hesitate to contact us at Marketing Nice Guys for a free consultation.
No. 2. Take a Stand and Say ‘Something’
One of the areas we help small businesses with is their brand narrative. And perhaps the biggest piece of this is helping them project a brand that is authentic to who they are. What we mean by that is the brand should accurately represent their values, strengths, culture and beliefs. If it doesn’t, the marketing will feel phony. In this context, we often counsel small businesses to set themselves apart by taking a stand on issues that resonate with their target audiences (of course, in light with their brand, values, etc.). This could be a social cause, environmental activism, or advocating for certain ethical business practices.
Here’s how it helps you: We’re not suggesting you court controversy directly or even try to invite it. (There’s a fine line there, of course.) But the truth is, controversy does bring attention and it does bring notice. When you take a bold stance, it not only builds a deeper connection with customers who share your values and beliefs, and it also makes your brand memorable.
There are cons but the pros outweigh them: Of course, we know businesses that avoid conflict at all costs. They don’t want to “piss off” one group that may not feel similarly to them or another part of their audience. And yes, that’s ultimately a business decision about how you want to project your brand. But the truth in marketing is that, more often than not, people ultimately buy from companies that generally share their values, or at least appear to do so. And by taking a stand on something or coming out in support of something you really believe, you can win far more customers who emotionally will be on your side than you will those who don’t share your view. The other thing about emotion: It drives a lot more loyalty in the end.
No. 3. Provide Content That Other People Pass On to Someone Else (Use Social Currency)
In these pages, we’ve talked a lot about a marketing concept known as social currency. What is that? It’s when you as a small business create content around a topic that your audience doesn’t know, but is so interesting that it makes them pass it on. And by passing this knowledge on, that individual audience member seems cooler, smarter, more interesting, or more in-the-know to his or her network. That kind of content is basically gold in marketing terms because it means you (as a source of that content) automatically become an authority on the topic in question.
Here’s how it helps you: When you provide your customers with valuable information that they can share with others, you turn them into brand ambassadors. In a way, it’s almost like gaining the secrets to a club that only they know exists. The more surprising, helpful, or insightful the content, the more likely it is to be shared, which increases your visibility and credibility within your niche.
There are cons but the pros outweigh them: The hardest part about good social currency content is that it takes time to develop. For one, you have to understand your audience really well – what are things they would generally be knowledgeable about, what do they pay attention to etc. Also, it pays to be creative. What we mean by that is sometimes social currency is created when you can connect an idea or concept from one field with another. For example:
Did you know that high heels were originally created for men? It’s true. Women saw the style and adopted that from a fashion sense. Over time, however, men found the shoes to be uncomfortable and ditched them, while women continued using them, despite the discomfort.
That’s a bit of social currency that many people don’t know or realize. But how do you relate this to marketing? Let’s say you work in women’s leadership development. Maybe this little story is a way to introduce that men don’t deal well with discomfort but women can put up with it? Maybe it’s about how women, like men, need to adapt? Or any other parallel you can make. What’s key here is that you’ve provided a unique context to make your point and made people think and pass on the information. This “social currency” makes your brand more shareable and prominent because people love to spread interesting facts or insights that make them look smarter.
No. 4. Put Yourself Out There Constantly (and Engage with Your Customers/Network)
No one gets to be well-known without putting themselves out there. Constantly. You can have the best product or service in the world, but if people don’t see or hear from you regularly, they’ll forget you. And that’s true whether you’re a small business or a large one. And you don’t have to spend a Super-Bowl-advertising equivalent either to accomplish this. There are plenty of ways to engage consistently with your audience that are cost-effective—whether through social media, email newsletters, in-person events, content development, or even by being active in community groups.
Here’s how it helps you: The more touchpoints a potential customer has with your brand, the more likely they are to remember you when they’re ready to buy. It’s said that it takes between 8 to 14 interactions before someone makes a purchasing decision. By staying active and engaging with your audience regularly, you’re shortening the path to sales while also building relationships and trust.
There are cons but the pros outweigh them: Many small businesses we know are reticent about promoting themselves. They think that promotion equates to intruding into people’s lives. But there is no “if you build it, they will come” in any business. And, as the above illustrates, how are you going to be the company of choice in your industry if you don’t stay in front of them? Being aggressive will help you become well-known. Period.
No. 5. Connect with Key Influencers
In the last 20 years or so, especially since the founding of Facebook, the world has changed significantly. With the advent of social media has come a period that’s never happened in our marketing history perhaps: the rise of a huge number of online influencers. And regardless of your view of them (or what they do), many of them have significant sway over their network, especially when it comes to products or services.
By connecting with influencers in your niche or industry, as well as forming partnerships with other businesses, you can significantly increase your reach and visibility. The right endorsement or collaboration can put your brand in front of a whole new audience.
Here’s how it helps you: Influencers and industry connections already have established trust and a following. By aligning your brand with them, you borrow from their credibility and gain access to their audience. Additionally, these relationships can lead to valuable collaborations, cross-promotions, or partnerships that help boost your visibility in the market.
There are cons but the pros outweigh them: To be clear, we only recommend the use of influencers in specific industries. For example, if you are a B2B small business, having an influencer endorse your products or services, may mean very little in the larger scope of things even if they are a prominent voice in your particular area of expertise. Also, influencer collaborations can be pricey. And the bigger the following of that particular influencer, the more the cost. The only exception to that is if the influencer happens to use your product or service already and promotes it on their own just because they love it so much. (Hey, luck plays a role too so don’t discount it!)
Either way, if you are in the right industry and you are willing to spend on exposure, one post from an influencer with a strong or influential following can be the spark you need to become well-known. Where do you find them? There are any number of influencer aggregator platforms that can help you contact one that you need. Examples include:
Conclusion
We hope this has been helpful. At Marketing Nice Guys, we can support you on both the strategic and operational side, helping you become more well-known in your industry. Contact us today for a free consultation.
