Marketing tips for targeting small businesses

With more than one million businesses in Australia falling into the micro category, it can be hard to attract their attention. This article provides four marketing tips for targeting small businesses.

1. Learn from the art of self-defence – personalise your message

You don’t have to be a self-defence guru to work out that a very sensible starting point when confronted with aggression is to call for help.

Gurus of this kind will tell you that you’re far more likely to get assistance from passers-by if you personalise your plea.

Our newspapers and television channels are full of stories where poor unfortunates have been set upon by bad guys as calls for support went unheeded.

To get someone’s attention you need to get personal.

“Hey, you in the green shirt with the brown briefcase. Help me!”

No-one is going to walk on by when they’ve in effect been appointed to take action.

This self-defence lesson illustrates precisely what needs to happen when targeting small businesses and fellow soloists. To have your message heard it must be personal and it must be highly relevant.

It’s far better to get the meaningful attention of one person than to have a generalised message ignored by thousands.

2. Flex your opinion muscles

In this information age, there’s no place for mediocrity and blandness. When targeting small businesses, if you’re going to stand out it follows you need to stand for something and this is where opinions come in.

The reason blogs have rocketed onto the world communication stage is that they allow individuals to speak passionately and openly, and this action attracts audiences.

This is something the shock-jocks of talk back radio have known for years.

Small business owners are extremely time-poor and simply will not waste their time with anyone who doesn’t understand their issues and challenges.

As a small business yourself you are uniquely placed to empathise and acknowledge, and to use your own experiences to attract business.

Get vocal. Consider starting a blog. Participate in local networking events. Become a voice for small business and you’ll have queues forming at your door.

Stay quiet and you’ll…er, stay quiet.

3. Speak in outcomes and use clear language

One of the most common blunders in marketing is the bad habit of getting lost in jargon.

If your products or services will benefit someone who is struggling in whatever form, make sure you talk to them in language they’ll understand.

Let’s look at some examples:

If you’re in the tech field and an outcome of your work is ultimately getting home earlier and spending less time in front of a monitor, say it.
If you’re involved in health and fitness and help people to live longer, shout it out.

I guarantee this will yield more interest that banging on about processor speeds or vitamin supplements!

By the same token use language that’s really simple and straightforward. No-one likes to feel like a dummy and a new prospect is less likely to ask you to explain than a customer who knows you.

A good test can be to trial your sales language on a young child - I reckon 8 to 10 years is ideal. If your young guinea pig fully understands the benefits or outcomes of what you’re selling, then things are looking good!

4. Be consistent

Finally, if you’re serious about targeting small businesses and building and maintaining a foothold in this market, be consistent.

Don’t start marketing or sales campaigns you can’t maintain. With so many vendors vying for their attention, small businesses have become suspicious of the ‘here today, gone tomorrow’ approach.

Show that you listen. Demonstrate understanding and you’ll stand the best chance of gaining some fine, loyal customers.

Robert Gerrish is Flying Solo’s managing director and founder and works as a business coach, professional speaker, business commentator and consultant. He’s the co-author of Flying Solo – How to go it alone in business.

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Hi Robert, far too much common sense for just 1 article! May I add a couple of comments? Thanks! re: Item 1 - every marketing and sales target wants to know 'So What?' - your advice is spot on in that if the message doesn't resonate then its just wallpaper! re: Item 2 - same again - are you wallpaper or worth a minute or 3? re: Item 3 - my experience is 'big words for corporates because they equate big words with intelligence and small words for SME's because they equate big words with bullsh*t - re: Item 4 - yet again spot on - "if you want me to trust you, I need to know you're reliable". Phew, time for a lie down! Grant Hyman from Sydney | Read my articles
Thanks Robert, I think all these comments relate to all internet marketing - be clear and consistent in your message and be infectious. Leona from Sunshine Coast, QLD
So simple and so true. Sometimes these sorts of tips can be applied not only to marketing to SME but in general communication throughout the day to anyone. David from Brisbane
Hi Robert, Since starting to PUSH our own marketing plan it has become obvious that the topics in your article are so true. I wish that I had read it 6 months ago. Although this has been a learning process and so makes the man (or woman) it would be great to start from a point of greater knowledge. I hope that other readers take note of your comments and study them a little further prior to embarking on their own marketing journey. Keep up the good work and I will be tuning in a little more regularly. Paul Tooze from www.propertybooks.com.au
Hi Robert, My home based business is struggling a little to gain consistent business. I like very much what you have written and I feel it may help my marketing. Thanks for all the good advice and I enjoy all the articles in Flying solo. Vicki Ferry from Blue Plum Designs from Red Cliffs Australia
Great article, thanks. I love you guys! Ian Jones from Perth

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