One of the tough things about being a new business is that the market for your product category is probably already extremely crowded. According to statistics, there are 28 million small businesses. This of course doesn’t include larger corporate competitors. Standing out among so much competition can be very difficult. One way to change that paradigm, however, is through marketing.
One way to stick out on a crowded store shelf is by using branding as a tool to change perceptions about your product. Branding can actually go a long way towards changing the way consumers view products. Think, for example, of the difference between Motel 8 and Hilton Hotels and Resorts. Both provide the same basic product, overnight lodging. However, they are perceived as being very different by the consumer who is willing to pay much more for a night at the Hilton.
Marketing has changed a lot in recent years, and a lot of that is due to the impact of social media. Social media networks like Facebook, Twitter and Instagram allow companies to connect directly with millions of consumers. They are free to use and can allow you to spread your marketing messages through waves of social media users. Certainly make social media a big component of all your marketing campaigns.
Your advertising and other marketing materials also need to have thought put into their design. They need to be attractive. They also need to reflect your branding and put the right feelings and desires into the minds and hearts of consumers. Advertising is often what helps to close a sale. Take the aesthetic design of your marketing very seriously and work with a professional design firm like Arc and Co. or someone similar to ensure that your ads do what you want them to on a visual level.
Another way to make your company stand out through marketing is by targeting a specific group of consumers. Try to find a niche that is being undeserved by your competitors. For example, you may find that other companies in your product category are ignoring seniors entirely.
With so much competition out there, it can be hard to stick out to consumers when they make their buying choice. However, if you make a strong effort with your marketing to differentiate your product, reach out through social media, craft well designed ads and target a niche with strong buying power, you can certainly change your fortunes.
Kara Masterson is a freelance writer from West Jordan, Utah. She graduated from the University of Utah and enjoys writing and spending time with her dog, Max.