Overcoming Small Business Struggles

Yesterday, I found myself diving into the depths of Facebook, checking in on a few business groups I’m part of. Suddenly, a post from a small business owner caught my eye. Just reading the first couple of sentences, I could feel the raw emotion in her words. She and her husband run a family-owned flooring business that’s been around for over 30 years. But right now, they’re struggling to keep it afloat.

She shared how the flooring industry is down 10% this year, but that's not all. They’re also facing fierce competition from DIY options and large-scale online retailers like Amazon. The core of her message? A heartfelt plea for help. As a fellow small business owner, my heart went out to her. This isn’t just about a business; it’s about a family’s livelihood, their history, and their future.

I don’t know about you, but posts like this strike a chord with me. We've all been there or worry we might be one day. Running a small business today is harder than ever, and it’s easy to feel overwhelmed and unsure of the next steps.

Finding Solutions

It was incredibly heartwarming to see the outpouring of support from others in the group. She received valuable advice from various industries—tips on saving money on insurance premiums, ideas from home builders and decorators, and more. Everyone stepped in to help, showing the true spirit of community.

As a marketer, my mind was buzzing with ways I could contribute. She mentioned trying to keep up with social media, but there was no other mention of a marketing strategy. This is crucial. As small business owners, we often get so caught up in the daily grind that we forget to look at the bigger picture. Marketing is a vital part of that picture, and without it, we’re left without a strategy to grow our businesses long-term.

So, what can you do if you are a small business like hers? Here are some actionable marketing strategies that don’t require a financial investment but will demand your time and dedication. Remember, good marketing takes time and persistence but will ultimately pay off.

Here Are Some Actionable Steps for Struggling Small Businesses

1. Optimize Your Google Business Profile

Make sure your Google Business Profile is set up and optimized. It’s a powerful, free tool that can help you stand out online. Keep it updated with your business hours, encourage customers to leave reviews, add FAQs, and post updates regularly. Check out my blog post here for a detailed guide on setting up and optimizing your profile.

2. Harness the Power of Email Marketing

Gather all your email contacts and start using an email service provider like Mailchimp or Constant Contact. Begin sending weekly emails to build relationships with your audience. It doesn’t have to be long or complicated—just a simple connection. For more on email marketing, read my detailed post here.

3. Engage with Your Community

Get involved in local organizations like the Chamber of Commerce or women’s groups. In-person networking is making a comeback in 2024, and your community needs to see you out and about. Take a leadership role and make your presence known.

4. Start Giving Value

Think about what you can offer your community. Host in-person events, online webinars, or special nights that provide value to your customers. Consider solutions to problems your ideal customer faces daily and provide them.

5. Streamline Your Offerings

Do an audit of your products or services. Have you expanded too far beyond your core offerings? Focus on what you do best and streamline your menu. Successful niche brands stick to what they excel at.

6. Build a Robust Website

Don’t rely solely on social media profiles; build a website that represents your brand and includes SEO. This will help you rank better on Google and attract more customers. For SEO basics, I recommend reading the book "Honest SEO."

7. Commit to Social Media

Social media isn’t a marketing plan by itself, but it’s a crucial part of your strategy. Understand your target audience and create content that speaks to them. Clarifying who you’re talking to will make content creation much easier. For more on social media strategy, check out my blog post here.

Being a small business owner is tough.  I understand. But with the right marketing strategies, you can turn things around. These steps will help you build brand awareness, communicate with your target audience, and grow your business.

Ready to take your marketing to the next level? Download my FREE list of 100 marketing tasks you can delegate, do yourself, or not do at all. Get started on the path to success today!

Stay strong, stay focused, and remember—you’ve got this!