Marketing Advantages of Being a Small Home Business
Small businesses are forever bemoaning the fact that they are smaller than their competition (the clue is in the name!).
The issue, as many small business owners see it, is that they will never be able to compete with the ‘giants’ of their industry because they don’t have the economy of scale on their side, because they don’t have huge amounts of money to pour into advertising and because they aren’t established ‘household names’.
But while it can be easy to focus on the drawbacks of being a smaller business, it’s important not to forget that there are also a large number of advantages. Even when it comes to marketing specifically there are some things about being a small business that make it much easier to be successful. Let’s take a look at some of them…
Being small means you’ll probably get most of your business from a small area or within a small niche. This way you can focus all your attention on that particular group and cater specifically to them. Perhaps you sell only within your area for instance, or maybe you offer a service specifically for people in a narrow demographic. This then means you can put your marketing budget into advertising in a local magazine for that niche, or targeting a very precise keyword that doesn’t have too much competition on Google.
People love small businesses for two reasons. For starters, people like underdogs which you will be when you go up against huge corporations. At the same time, people like to know who is behind the service they’re getting because it humanizes the company and offers reassurance.
You can use this to your advantage in your marketing materials then by emphasizing how people that use your services will get personal and tailored attention and will be able to speak directly to the manager whenever they want. Throw in a bit about your background and you’ll be a more appealing option for many customers.
Another thing that a small business can do that a big one can’t is to take risks and stand out. Large companies are slow to do pretty much everything because all their big decisions have to go through a board of directors/share holders — meaning that their creativity is seriously repressed. As a small business you can take advantage of this by marketing yourself in a way that makes you stand out as being truly unique. This way people will sit up and take notice and that can help you a great deal to grow as a business.