Overcoming barriers and obstacles is just something you have to face as a small business owner. Here are some barriers to small business marketing success that almost everyone faces and how you can avoid them.
When you feel like you’re always busy working on your business but not getting results, it can be frustrating trying to figure out how to get on track. It can easily become a “not seeing the forest for the trees” feeling.
Here are three big barriers small business owners regularly face and how you can overcome them.
1. No Clear Definition of Success
For some, the word “SUCCESS” immediately brings thoughts of lots of clients and big dollars. But, you should be careful about letting this definition be your guiding light in your business. You’ll notice what gets left out is the success your clients will actually experience.
When clarifying your own defintion of success, you should start from your clients’ point of view. What is it that you’re to do for your best clients? What is it that they’ll have or be able to do as a result of using your product/service?
What does success look like from your clients’ perspective? That’s where true success will come from. Focus on delivering high levels of success to your clients and your success will take care of itself.
2. No Clarifying Who Your Ideal Clients Are
Too many small business owners are content to try and get clients from whoever comes their way. It usually results in lots of wasted time, energy and money marketing to the wrong audience.
What does your absolute best, most ideal client look like? When you can clarify who your ideal clients are you’ll begin finding more of them. You won’t have to work with just anyone. You’ll be working with the clients who you get along best with and value what you have to offer them most. You’ll know how to find them and develop messages that will appeal directly to them.
Develop a profile of common demographics, characteristics, challenges and opportunities that describe your best clients in as much detail as possible. This clarity helps you know when you’ve found them, and also helps your best prospects know when you’ve found them.
3. Not Spelling Out Your Unique Value
You must be able to clearly define what differentiates you from your competitors. If you don’t stand out, then why would your prospects buy from you versus all the competitive alternatives in the marketplace?
It’s not that you’re not unique. For most small businesses it’s just that you haven’t spent the time to evaluate and articluate your uniqueness.
What is it that you’re uniquely doing and why does that make a difference for your clients? What do you do that is better, faster, more economically, with higher quality, with lower risk, or simply with a different spin? Don’t be vague here. Be as specific as you can.
Spend some time critically looking at these areas for your business. It will be time well spent. If you find you just can’t see the forest for the trees, don’t hesitate to get some outside help.
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(home page thumbnail image by: Mobilfunk7/Brad Folkens)
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