Differentiate Your Brand in 3 Simple Steps

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Behind every strong brand lies a “secret sauce,” something that sets them apart from their competitors. The problem many small businesses face is that they cannot see their differentiating factors very easily.

Small businesses are so focused on selling that they often forget what helps propel sales forward – a strong competitive advantage. They tend to lack resources, so they copy their competition. What are they doing, where are they going, and what are they saying?

Here’s how you can forget about the competition and build your brand in such a way that, regardless of your size, they will be taking pages out of your book while you lead the pack.

Select a Very Specific Target Market

One way to differentiate your small business from the competition is by dominating a certain market segment. For instance, if your competitors play in the medical and legal industries a lot, try targeting retail or education. Not only should your website have language catered toward their industry but also a wide range of resources and testimonials that back up your claims of being the best in their market. This simple tactic can lead to high saturation and strong brand reputations, making the jump to new, related industries even easier.

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Do I Need A Marketing Consultant?

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Marketing consultants are not  a necessary commodity for small businesses. Some would argue that they are too expensive or less ingrained with the business, and therefore less valuable than a full or part-time marketing hire. There are certain circumstances in which marketing consultants are very affordable and useful and others where they’re more of a gratuitous resource. Here are some ways to tell if your small business could benefit from a marketing consultant.

Your Marketing Strategy Is Not Working

Experienced marketing consultants believe that every small business needs some form of a marketing strategy in order to be successful. One of the first questions they will ask a prospective client is what their current marketing strategy looks like, typically followed up with what they want it to look like. This provides context as to how they are positioning themselves to their ideal prospects, and helps to identify what is working well and what isn’t.

If you are struggling to see results or aren’t confident that your marketing strategy is working for your small business, you may benefit from hiring a consultant. Not only are they a fresh set of eyes on your marketing tactics but also can help you identify new channels and content that you may not have otherwise considered.

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5 Low Cost Marketing Strategies for Your Small Business

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The name of the game in small business marketing is affordability. Budgets are tight and staff is limited, so you’re forced to do a lot with a little. Not to mention your competitors always seem to be sharing new content. It’s hard to keep up!

These 5 low cost marketing strategies are just what you’ve been looking for to cost effectively grow your business without spending a fortune.

Blogging

This seems obvious, but a lot of small businesses either don’t have a blog or don’t keep up with their blog regularly. The trick is to establish an editorial calendar upfront and stick to it. It’s much easier to deliver fresh content when you know the theme, topic, and posting schedule in advance.

Networking

Attending industry events doesn’t have to cost your small business thousands. Research local events, join small business associations in your city, or apply to speak at an event to get your travel expenses comped. The more people you meet, the better off your business will be. That rule of six degrees of separation is now more like three, and if you want to broaden your network and extend your reach as a small business, getting face time with potential leads is very valuable.

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