Small Business Mentoring Advice
Over the last 2 years small business has been unpredictable, COVID19 took the world by storm, and for many small businesses this meant closing up shop and trying to find alternate ways to continue operating. Restaurants offered creative takeaway meals, and pubs continued the ‘chicken parma night at home’, the world was at a standstill. Fast forward 2 years it has taken us time to not only live with the virus, but for small businesses to pick themselves up and spark the passion again!
As a small business consultant, specialising in strategic business marketing, I have seen many businesses over the last 3 years, all at different stages and experiencing somewhat similar issues.. FATIGUE and LACK OF DIRECTION! So as a small business consultant here are some of the trends I have seen this year, and some I predict for 2023!
Trend #1 – Revert back to the old ineffective business and marketing lead gen strategy… but customers have changed.
When we talk about business and marketing strategies, many business owners had to diversify during the pandemic, now life has returned to normal, the old strategies have come out. Some of these marketing tactics include – heavily discounting in the hope of attracting more customers, investing in marketing campaigns and activities that take up more time than they are worth, switching from target audience to target audience, trying to target the world! Whilst a high level focus is good at seeing where you need to end up, taking that high level goal and turning it into month or quarterly deliverables is key. However it all starts with having a clear plan and direction, without this and someone to hold you accountable, small businesses tend to sway. Whilst being agile and responding to markets that are bigger than you initially thought is a good thing, being clear at where this sits in your overall goal and strategic business plan will ensure stay focused and going forward.
Trend #2 – The rise of Tik Tok…. I need to be on it
A common question I get in business consulting sessions with many small businesses, from a variety of industries is – Should I be on Tik Tok, my daughter says I should do it! My answer – who is your intended target audience on Tik Tok? Are they using Tik Tok? If the answer is No, then why would you continue investing time into a platform if your end customer is not on Tik Tok. Whilst this platform is great for many businesses, reflecting on where your target audience spends time, and what channels they use (if they use social media).
In short, there is lots of noise for small business owners to try and find leads, however my best advice is to stop reflecting, and have a plan in place that always pulls you back to accountability.
Still need some direction? In The Willow is a marketing consultant who can assist your businesses marketing and strategic development. Working with over 200 business owners over the last 3 years has assisted in our ability to provide strategies that will help your business get back to track!