Small businesses have a specific advantage: they’re closer to their key audiences. However, when communicating your product to consumers and other business re-sellers, it’s easy to take a one-size-fits-all approach, which can increase your small business advertising costs. The key is to leverage your advantage, whilst creating bespoke messages for groups based on your segmentation.

Here are some inexpensive marketing ideas for low-effort, high-impact results:

1. Look at your product from both sides (B2B and B2C)

Do you know what the buyer is looking for? When you’re selling directly to a consumer, you know more about the experience because you’re a consumer too, but in B2B it can take some additional thought. Once you’ve carefully considered this, you can use online advertising strategies such as social media to help you get the right message in front of the right audience. One good example of this is the recruitment website seek.com’s pink smoke campaign: to consumers, they say “be seen” but to employers they say “we can help you find the candidates that stand out, saving your recruiters time.” Valuable indeed!

2. Lead with the messages that matter most

It isn’t always the end-consumer that is the decision-maker, and so your sales messaging needs to balance the consumer’s need for emotional attachment with that of a business-buyer who wants to sell volume and make a profit. For example, if you sell jewellery to a consumer, they must be made to feel beautiful, but a retail store is interested in profitability. Therefore, its critical that you take the time to map the decision-makers in your sales process and reflect their needs in your marketing materials.

3. Don’t lose your identity as you expand your campaign

Both large and small businesses are challenged to build an identity and make the most of every resource. You can save time and money by choosing a creative design that can stand up to both sets of messages – similar to the Seek.com “be seen” campaign. The joined up approach helps to confirm your identity and cut-through clutter.

Taking the time to look at your product from both a consumer and business perspective is an effective marketing tool that will help you to sell more, and you don’t need an agency to do it.

Photo: KAYA by GU / 古天熱 licensed under Creative commons 5