1. Know your targeted audience.
One of the major mistakes start-up businesses does is thinking that “anyone” is your buyer. A niche is where you’ll have the most leverage as a small business. And to develop a niche and appeal to buyers within the niche, you must understand their pains, problems, triggering events, and priorities. What is pushing them to make a purchasing decision? What does it look like if they succeed? Knowing these things will help you craft messaging that resonates and makes a compelling case for your solution.
2. Emphasize your value proposition.
What do you do better than anyone in the industry? Conveying this makes a compelling argument. If there’s no difference between you and your competition, there’s no reason why a buyer would be compelled to work with you. Your value proposition is what will differentiate you from others in your space and make up your prospects’ minds that you’re the provider to go with.
3. Create a website to own your online presence.
Having a professional-looking website is one of the most important assets you will create for your small business. This is where you will show who you are, what you offer, where you are, and how a potential customer can get in touch with you. It is a channel you will always own (unlike other platforms which may change policies or go in and out of style), and it has the capability of generating organic traffic in addition to being a place to send traffic from advertising and other marketing initiatives.
4. Capitalize on short-term plays.
Start scrappy. As you scale, it’s critical to see ROI sooner. This will give you the momentum and cash flow to put toward larger projects, long-term plays, and more sustainable growth models.