Local Internet Marketing For Your Small Business

Local internet marketing for your small business can be a challenge. There are so many different methods today versus just a couple of years ago. Whether you are using radio, television, billboards, newspaper, internet, etc., you still need to abide by marketing fundamentals.

Business owners often hear that they should be “unique” in their marketing. It’s pretty good advice – you need to be able to “stand out” in an often crowded marketplace if you are to grab attention. Being unique can help you craft a marketing message that will gain the notice of more potential customers.

No one questions this theory – I think everyone understands the principle of “being different”. This differentiation between you and your competitors is a marketing fundamental. But how different should you really be???

While being different is good, sometimes business owners will attempt to be a little “too bold” when it comes to differentiation. If you decide to forge a completely different trail, you may be attempting an experiment that your competitors may have already tried and have failed. There must be a balance of “differentiation” rather than just plain taking risks. Your differentiation must be something that can be communicated to your potential customers. If you can’t explain how the differentiation can be of a benefit to your targeted market group, it is probably destined to fail.

For example – let’s say your business has a “unique process” for helping people lose weight. Your potential customers are probably interested in hearing how it works. If it is so unique that it sounds “fishy”, you probably lose them forever. Your differentiation must make sense and it must be able to be communicated easily so that people can understand. If they can picture themselves being helped by your solution vs. your competitors, you have successfully differentiated and will probably gain that customer.
Being noticeably different from the competition can help you attract customers and close sales. But claiming that you have no competition is naive. Comparisons to a known quantity can help prospective customers understand where your product or service fits in the range of solutions they are considering. If they can’t compare it to anything, it’s doubtful that they will be able to see how your offering could work.
Creating the perception that your product or service is one of a kind can help you capture people’s attention and make them remember you. But you have to be able to identify the people you want to reach and communicate how you can be of service in words they can understand.