Small businesses can have it rough in cyberspace. They are competing for presence with billions of other companies. They are also competing against the big guns that have the financial resources to purchase their search engine and social media rankings. This does not mean, however, that all is lost. The best way a small business can build credibility and bring in more customers is through its online presence.
Why Branding Is Important
Many people view branding as a necessary evil, but it’s actually a tool that has launched many smaller entities into the stratosphere. Branding is what a business must do to set it apart, and if you consider how Coca-Cola has branded itself since its inception over 100 years ago, you realize how beneficial this marketing tool can be.
A smaller business must establish an edge over a larger competitor, and branding itself is one of the most effective ways to do so. Small business websites are excellent tools wherein a business owner can tell his or her story and share his or her passion. This gets consumers’ attention and causes them to take pause. Why? Keep reading.
Shopping Today Isn’t How Your Mother Shopped
Whether your small business is selling a product or service, shopping today is much different than it used to be. For one thing, people have ditched brick-and-mortar stores to shop online. In fact, the early 2017 quarterly projections for major retailers do not look good, and many major companies are closing store locations. People shop online.
Another thing to consider is people shop consciously. Your mother and father always looked for the best deal. That was what was important. Now, consumers think about things such as diversity, the environment, and a business’ political and community affiliations. This is where branding comes in. You tell your story so consumers identify with you, not with what you’re selling.
Imagine you sell fabric. You design and handcraft beautiful material. Your competition is a large manufacturer that sells its fabrics in bulk. You sell in smaller quantities. Your competition doesn’t care how it sources the materials needed for its products, you do. You are careful to ensure that all of your business practices are fair.
You discuss how you run your business on your website. You talk about how you enter into contracts with those who craft your fabrics that help build their lives and their communities. You discuss how all of your material is sustainability sourced and manufactured. You ensure your consumers that your materials are made through animal or human abuse. People will come to you.
You see, today’s consumer is more concerned about how you get your materials to sell rather than how much your materials are for sale. You have just branded yourself as a conscious business person who is more concerned about animals, people, and the environment than making a profit. This works, and it will raise you above your competition once the word is out.
By building your credibility through your website, you have the opportunity to grow your business through your brand. Don’t lie to be credible. Be honest and show people why they should shop at your little company rather than that huge conglomerate.