Small businesses often have a tough time marketing themselves as an attractive alternative to their larger competitors; consumers often assume large companies are more affordable and offer better quality (in service or products). This means that if you’re a company with just a handful of employees, you could lose out on lucrative opportunities by divulging your startup status.
The good news is that it’s possible to overcome this bias, but it does take some work to get through the unfortunate consumer perception that “bigger is better.” To help level the playing field, you can create the illusion of your business being larger than it is with the right business growth strategies to position yourself among the “big guys.” Here are ten strategies to help you look bigger and help your small business grow in the process.
1. Build a robust website
Since a website is your virtual welcome mat, you want to it look appealing, no matter your company’s size. A well-rounded and fleshed out website can make a small company look like a corporate giant if done right. Since less than two-thirds (64%) of businesses don’t have websites, building a website that stands out can help provide you with a strong competitive edge. Include these considerations as you go:
- Avoid naming the business after yourself. Create a savvy name that sounds like a larger company (i.e. instead of John Smith Marketing, try John Smith & Associates).
- Include an “About Us” section (and definitely use the word “us”)! List products or services and try to include some customer testimonials.
- Include an automated “contact us” form; an email address is not enough. And no matter how robust, a website will scream “small-time” if it doesn’t list a business phone number and a physical address.
- Keep your content up to date, or at least refresh it on a regular basis.
- Add some valuable free content, white papers, ebooks, etc. (If you can afford to offer it for free, you’re perceived as one of the heavy hitters!)
- Be sure your website is mobile-friendly.
- Avoid templates like a basic Wordpress or Blogger layout. Upgrade them so they look more professional.
By leveraging a nicely designed website and the right small business growth strategy, you can position yourself on a more even playing field with the bigger companies.
2. Create a logo
All major companies have a logo, and so should you. A strong logo will strengthen your brand and make it memorable. Create something impressive to attract the same type of recognition the heavyweights enjoy and reap the benefits.
3. Upgrade your internal email addresses and phone number
Be sure to take the time to carefully create (and curate) your company’s email addresses. If you’ve been using a free email service, upgrade sooner than later. Email addresses from free services can look less than professional, leading potential customers to dismiss you. And an email address format such as firstname@gmail.com can look amateurish, whereas adding a last name can create a new — and much grander — company persona.
A run of the mill phone number can also make your company look small. Consider getting a vanity number through Grasshopper to not only make your company look bigger and more established, but to make your brand more recognizable and generate more leads (vanity numbers have been shown to drive more traffic).
4. Consider a new geographical location
If you face many direct competitors in your location, why not consider expanding to a new one? In the process, you could save money, then use those resources to better position yourself in a less-saturated market.
5. Invest in automation
Running a business on a shoestring budget can be time-consuming. Look for cost-effective ways to free up your time so you can focus on your core competencies and grow your small business. One way to do this is to invest in automation.
- Leverage AI tools like ChatGPT for data collection and analysis.
- Automate your bookkeeping and self-employment taxes. Go online to find resources that can help you plug in the correct numbers and calculate your tax amounts.
- Enhance HR and support services.
Automation does have some upfront costs if you want to keep it in-house, but if you go with a managed service provider and work out of the cloud, you can budget for your automated services with one singular monthly fee.
6. Cultivate a strong social media presence
Marketing is no longer a one-way street. Today’s customers don’t want anyone preaching at them about what they want and need; they want a two-way street. Essentially, they want to be able to interact with your brand. The best way to do this is through social media. It’s convenient, fast, and straightforward, making it a vital component of any successful small business growth strategy.
- Cultivate lots of followers organically. Don’t go around spamming sites and following everyone, only to unfollow them later. Focus on sincere interactions on sites like Reddit and build genuine interest in your brand.
- Share lots of interesting news, tips, and other industry-related items your customers will appreciate. (It’s OK to throw out the occasional cute cat video, too!)
- Always make time to answer all inquiries, comments, and concerns.
- Position and present yourself as an industry expert and thought leader.
Before you go all out and invest your efforts in establishing a social media presence, choose your platforms carefully. As a small business owner, your time is always at a premium. Be sure to choose a handful of the most important (and appropriate for your brand) social media outlets and focus your efforts on those.
Empty or inactive profiles scattered across the web won’t be an asset to your company because those only shout out “Hey, I’m not big enough to maintain the resources needed to keep up with my social media accounts.”
7. Invest in high-quality promotional materials
High-quality promotional materials look professional and can draw a discerning consumer’s eye — even if they might only be accustomed to having large companies fill their needs. Plan to attend trade shows, business expos, and other networking events as part of your business growth plan. And be sure to have a good strategy in place to generate the most value from your shiny new promotional materials.
You shouldn’t let your company’s small size prevent you from generating a buzz in your industry. Strategize ways to give yourself a more prominent presence and see where it leads you. If you’re already a trailblazer, inflating your size will keep you where you belong — actively competing and growing as a company.
8. Diversify your product offerings to enhance perception
Expanding your product offerings can significantly elevate the perception of your business, making it appear larger and more established than it actually is. By introducing a wider range of products or services, you not only attract new customers but also create multiple revenue streams, positioning your business as a comprehensive solution within your industry.
For instance, a hair salon that currently provides haircuts, styling, and dyeing services can diversify by adding scalp treatments and specialized hair therapies. This strategic diversification not only broadens your customer base but also paves the way for sustained growth.
9. Create a loyalty program
Who doesn’t love a loyalty program? This is something that customers have come to expect with larger companies, so creating one can help give the impression that you are a growing business.
According to global management consulting firm Bain & Company, increasing customer retention rates by 5% can increase profits by 25% to 95%. By creating a customer retention and loyalty program for your clientele, you ensure that your existing customers continue to use your services.
And aside from the improved customer satisfaction, loyalty programs help keep you top of mind when customers are looking to make a new purchase. Loyalty programs will also give you an excuse to call customers who have not been using your services for a while.
10. Improve operational efficiency and scalability
Optimizing your business operations is crucial for reducing costs and improving profitability. By streamlining processes and eliminating unnecessary waste, such as time spent on unproductive tasks, you can enhance the overall efficiency of your business.
Concentrating your efforts on the most impactful, revenue-generating activities not only boosts profitability but also frees up valuable time for your team to dedicate towards company growth. This strategic approach allows you to allocate resources effectively, ensuring that your business operates at its full potential.
Looking for more ways to help your business stand out against competitors? Start growing today with the Grasshopper virtual phone system. Experience Grasshopper’s main features for yourself—try it free for 7 days!
