5 Tips to Increasing Your Market Presence Locally

It may seem like big box retailers have the market presence and volume pricing clout to crush any competition and steal your customers and prospects, but that’s simply not true.  The key to growing your business in the face of stiff competition is to increase your market presence and then deliver on every promise, no matter how small. 

But just exactly how does one increase market presence locally?  Here are five key steps that lead to greater market presence and visibility and as a result, increased sales.

Step 1:  Create a distinction for your brand. 

Many retailers and dealers think that their brand is their logo.  A brand is much more than that:  it’s the embodiment of values, promises and even, personality.  Think “JCPenney” and you may think “everyday value” – in other words, good prices on basics, like clothing and household linens.  But think “Nordstroms” and you may think “upscale clothing and shoes, great customer service”.  They both sell apparel, they’re both located in malls, but that’s where their similarities end.  Their brands are entirely different and consequently, they attract very different customers. And each attracts the customer that is right for their business.

Another example is Disney World.  Many years ago, I attended a seminar at Disney on branding and they asked top executives in the audience “What business are we in here at Disney?”  Typical audience responses included “entertainment”, “family fun”, etc.  But Disney stated that they are in the “business of making memories”.  Families save all year, or maybe all their lives, to go to Disney World.  They must have a wonderful time there, and wonderful memories, or Disney has failed.  This idea of making memories drives everything they do, from how many trash cans are in the park to how long the waits are for the rides.  (Imagine coming home from a trip to Disney World and telling your friends that the trip was great, but Disney World was dirty and the park had litter everywhere.  It simply wouldn’t happen, because Disney makes sure they are known for good memories, not negative incidentals like trash.)

So the first step is to think about what makes you distinctive to your clients and customers?  Are you in the business of flexibility?  (Offering tremendous flexibility regarding billing, shipping, etc.)  Are you in the business of problem-solving? (Offering expert advice on the best products for your clients’ unique needs)  Are you in the hero business?  (Being able to perform a seemingly impossible task or meet an impossible deadline and therefore, “saving the day”). Think about your business and what sets you apart from anyone else.  Then focus on that key distinction and make sure everything you do is built around delivering on that, every day, to every customer.

Step 2:  Enhance your website search functions

Since most new business and sales start with a “search”, it’s imperative that online prospects be able to find you quickly and easily.  Make sure that your site is optimized for key words that are important to your customers and prospective customers.  For example, if someone is searching for “school supplies same day delivery”, it’s imperative that your site be optimized for those key words.  Research shows that it’s best to be on page one of the results of an online search, and the higher on the page, the better.

Step 3:  Identify the profile of your most loyal customers

Analyze your client base and accounts and determine which are your most loyal customers.  They may or may not be the largest accounts, but their loyalty is something you need to understand.  Clearly, for those customers, you fill a need, and you fill it better than anyone else.  Understanding where your business loyalty comes from can provide tremendous insight into your business strengths as your customer sees it.

For example, in the late ‘80’s, Subaru nearly went out of business in the U.S.  Their sales had fallen steadily for years and they were on the verge of pulling out of the U.S. altogether and focusing solely on Japan for sales.  But the marketing department began a thorough analysis of Subaru owners and found some startling facts:  a significant number of Subaru owners fell into three professional occupations:  engineers, mid- and lower level healthcare workers (nurses, physical therapists, Xray techs, etc) and teachers.  What they learned was that each of these groups valued Subaru for different reasons.  Engineers appreciated and understood the design and engineering of Subaru’s unique engine.  Healthcare workers, knowing that someone really depends on their ability to get to work, appreciated the reliability of the vehicle, knowing that it would start every morning.  And teachers, with their modest incomes and pragmatic nature, appreciated the overall cost and value of the vehicle.  With this knowledge and insight, Subaru rebuilt their marketing plans to focus solely on these groups.  By zeroing in on the profiles of their most loyal customers, they were able to effectively utilize their tiny marketing budget to reach the greatest number of potential buyers.

Step 4:  Don’t “Spray & Pray”.  Market to Your High-Potential Customers.

Many businesses try to stretch their marketing plans to do a little bit of everything.  The result is usually a watered-down, ineffective plan that doesn’t reach anyone in a meaningful and ongoing way.  I call this “spray & pray”: - spraying your message as broadly as possible and hoping to the heavens that it works.  It doesn’t.

Once you’ve identified who your high-potential customers are, (step 3) focus your marketing efforts on reaching them, consistently and in a meaningful way.   For example, let’s say that you find that 85% of your most loyal customers are those businesses with fewer than 20 employees.  That’s powerful information that can point you to local lists of small businesses with that size employee base.  And you can customize your sales message to address the needs of “small businesses with fewer than 20 employees”.  You can further state that you are “experts” in small business solutions, as 85% of your revenue comes from small businesses of that particular size.

Step 5:   Use Social Media to Become an Expert & Promote Your Business

Facebook, Twitter and LinkedIn are all powerful tools for promoting your business in a low cost or no cost manner.  By developing a fan base for your business, you can begin a dialogue with customers and prospects that will lead to key learning and insights about your business, as well as keep your brand top of mind and increase awareness.  Writing a blog about business solutions can easily position you as a market expert.  Linking your blog to your social media accounts increases readership and also web searches that result in your name.  The key to using social media effectively is to avoid “pitching” your brand.  It’s much better to provide readers with tips, helpful advice and solutions.    By doing so, you’re automatically viewed as an “expert” and trust is established.

These are just a few of the ways you can expand your local market presence without breaking the bank.  Business is getting better every day.  Take these steps now to make sure that your business is poised for success, growth and profit in 2010.

Kelly McDonald is a popular speaker and president of McDonald Marketing, a full-service marketing firm in Dallas, Texas.  She can be reached at 214-880-1717 or kelly@mcdonaldmarketing.com.

The company’s website is www.mcdonaldmarketing.com