Small Business Success: Six Things You Need To Keep Up With Competition

Anita Ginsburg

May 16, 2016

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In the Internet age, small businesses face steep competition not only in their own backyards but also in other states and even countries. As a result, small business owners and their employees must work harder than ever to attract interest in their brands, products and services. If your small business is struggling to rise above the competition, consider the following six things that every small business needs for success:

A Solid Reputation

A solid reputation online goes beyond having an overall reputation for trustworthiness, excellent deals and fantastic products. A single bad online review can adversely affect future sales. Failing to respond to a good review with "thanks" can do the same. Worse yet, some unscrupulous business owners use review sites to give their competition a bad name. Regularly research and address online reviews so visitors see you proving wrong any bad reviews and to elevate your business above competitors who never check online reviews.

Extensive Web Presence

Surprisingly, a lot of businesses limit their presence to a single website that only features one to three pages of basic information, such as a one paragraph business description, light product and service details and contact information. Your successful competitors likely utilize as many online tools as possible to reach their target audiences and generate interest and leads. Successful small businesses interact with existing and potential customers via a combination of online contact points, such as via an e-store, a business blog, a business educational page and at least one a popular blogging platform like Tumblr and one popular video site like YouTube.

Social Media Marketing

Your competitors interact with their audience on social media platforms like Twitter, Facebook, Pinterest, Instagram, Flickr and Ello. Additionally, they likely have a profile set up on a generic professional and business connection site like LinkedIn. Their social media marketing strategy often includes real-time interactions with their target market via various formats, including polls, educational posts, Q&A sessions and contests. They likely also utilize social media tracking tools to help them learn more about their audience.

Engaging Content

Although search engine optimization is important, you should worry more about your content's attractiveness. It should also be memorable and help customers see you and your employees as industry experts that care about making their lives better through your knowledge, products and services. Beyond the content already mentioned, engaging content is anything that a member of your target market might consider valuable, including white papers about industry changes or related educational and do-it-yourself videos.

Everyday Branded Items

Business cards, stationery, store receipts and other standard printed items carry your logo, business name and slogan, but they're usually one-time-only contact points. Everyday branded items, such as branded pens, totes, key chains and casual wear, fit into the overall strategy for success by repeatedly exposing the public to your brand. Additionally, you can draw people to your online contact points by customizing branded items with your website address, email address or a scannable link-to-website QR code.

Right Software

Don't let old software slow you down. State-of-the-art offline software tools can help you stay organized and improve your marketing strategy. Look for industry-specific options, like tax practice management software for tax professionals, to stay organized and have better control over daily tasks. Many online tools can make your website attractive, easy to read and fast. Keep in mind that your competitors are also attracting customers by offering mobile business website access, touch-screen and Web-connected in-store interactive displays and kiosks, when applicable, and custom apps.

No matter your industry, keeping up with your competition as a small business owner doesn't have to be difficult. You merely need to focus on maintaining your brand's reputation by using the right tools to reach your audience in ways that generate initial positive response and continued future interest.