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Running a small business is a complex and constantly evolving challenge. Small business often means small teams, small budgets, and small margins.


However, marketing your small business is one of the most exciting parts of business ownership. What makes it so exciting is that there is not one way to promote a business. In fact, when you consider all of the possible combinations of marketing activities, there are thousands of ways to get the word out about your business.


·        Do not underestimate the power of word of mouth marketing


The beauty of word of mouth marketing is that it is free and happens naturally. If you provide an excellent product or service, then your customers are happy, and they tell their families, friends and colleagues about it. If you encourage your clients to spread the word, you can get even more out of word of mouth marketing. And not only does it bring in new customers, but it can also result in ongoing repeat business.


The CEO of Malabis Lingerie, Halima Abba, puts it thus: “My most viable advertising technique is using word of mouth. That is why I attend a lot of exhibitions. This enables me to meet lots of people to tell them what I do. And then people that have used my products also tell their family and friends about my wares.”


·        Narrow it down to your target market


One very common mistake of new small business owners is considering everyone to be a potential customer. While it may be true that you sell a product or service that appeals to a broad audience, when it comes to marketing you need to narrow down your target to a recognizable group so you can use messaging and marketing approaches that reach them directly


·        Be clear about what makes your business different


Your business is not exactly like any other business out there. If it were, you probably wouldn’t have started the business in the first place. In order to market your business effectively, you need to identify what sets you apart from the competition.


·        Be social media friendly


Social media has exploded in recent years and has quickly become one of the most affordable and effective marketing techniques for small business owners who can focus their efforts and maximise their time spent on social media to yield big results. The trick to using social media to promote your small business is two fold: first you need to select the right network, and second, you need to be clear about what your goals are.

A serial entrepreneur, Joy Alfa, shares her experience marketing her product on social media: “On my social media handles like Facebook and Instagram, people see pictures of children’s clothes that I sell  and they ask , ‘how much is it?’  ‘What sizes do you have and for what age?’ And then they place their orders. This is working for me and I’m making profit. But, you must always be online to respond to peoples requests,” she said.


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