As a small business web designer, most posts will be a direct result of my experiences with small businesses owners. As a small business owner, there is one foundational idea that you have to grasp, and that is KNOW WHO YOU ARE! This is not a new concept, nor one that is exclusive to small business owners. Even larger corporations have to know who they are, and who is buying their products or services. Once you know this you can then cater to them specifically. Don’t get me wrong, I am NOT saying to avoid reaching out to new “potential” customers, or to expand your range of services; but you have to know your core competencies and customers and then work to maximize them. Alienating your core customers will cause your business to go down the tubes!
I often deal with small business owners who have no idea how or who they should market their business to. As a result, they make the common mistake of marketing to EVERYONE. I often tell my clients, don’t be afraid to be WHO YOU ARE! Don’t say that you can do a service that you CANNOT. Don’t cater to clients that are not your core consumers. Contrary to what we often think, NOT everyone is interested in our services. Once you determine who IS interested, make them your sole focus and fine tune your services and marketing around them. If your core customers are women, then don’t waste your valuable resources trying to attract men. If you design products for minorities, don’t spin your wheels trying to figure out how to get non-minorities interested in your items. This will only cause headaches and lost customers; TRUST ME on this one!
Luckily, years ago I realized “who I am”. As an entrepreneur, I understand what I am good at, and what I need to work on. And most especially, I am not trying to be someone I am not. Understanding these concepts is vital to a small business owner, and as a result your business will be in a position to grow and your “real” customers will appreciate you.
Based in Columbus, Ohio, Fit Web Solutions designs websites and other digital solutions for Fitness Professionals throughout the United States and Canada.