Every small business owner wants their work to succeed, but that can often feel like an insurmountable challenge, especially when nobody seems to know who you are. This is why marketing and branding are so important—but there’s no one-size-fits-all solution that will work for every business.
Here are 5 useful tools to keep in mind if you want to develop your small business’s brand.
1. Social media
You’d be hard-pressed to find many businesses that don’t already have some sort of presence on social media—but take a close look at how your company is using it.
If you haven’t made any posts at all to your Facebook page in the last month, the only thing you’re telling your audience is that you have nothing to say.
Creating a business blog is an excellent way to communicate your knowledge and expertise surrounding a particular aspect of your industry. If you can answer common questions or solve problems related to what you do, you’ll help build your authority in your field.
Don’t just post out of obligation to maintain a presence online or to have something to share on social media. Invest time and resources into crafting fully-formed, high useful content.
3. Direct mail
Direct mail might seem like an artifact of the past, especially for small companies who do their business online. But in fact, it’s more personal and better positioned to form emotional connections than most forms of digital marketing.
To set your direct mail marketing apart, try creating customized business envelopes with your company’s branding on them. This can encourage your audience to take notice and single you out over the other mail they receive.
4. Business cards
Never head to a trade show, conference, meetup, or another event where you’re likely to network with people without bringing a stack of business cards along.
It’s a simple, portable way to give potential clients a reminder of your brand. Before handing them off to people, try writing a note on the back of the card (such as a personal phone number or email address). This adds an extra personal touch that will make recipients feel special and more receptive to your pitch.
5. Special events
If you can’t find an event to attend that suits your business’s brand, consider creating one of your own. Holding an event gives you an opportunity to meet potential clients and partners face-to-face in a casual and comfortable environment.
If you’re not up to the challenge of planning a party, meetup, or conference of your own, consider acting as a sponsor for an event that someone else does the leg work for. This won’t have exactly the same effect, but it will get your name out there and inform people that you’re active in your community.
Remember that when branding your small business, you can’t just focus on one marketing method and ignore everything else. If that one marketing channel fails, you’ll have no other options. Make sure you diversify your marketing so that you’ll have a safety net in place.