The Covid-19 pandemic has not been kind to small business owners, and that’s something of an understatement. In the U.S. alone, almost 100,000 small businesses closed their doors permanently in 2020. The picture wasn’t all rosy for those that remained open, either. Consumers cut their spending and businesses trimmed budgets out of pandemic anxiety. Revenues dropped precipitously and many businesses survived only by the skin of their teeth.
As we move into the summer of 2021, things are beginning to look up. Vaccines continue to roll out around the world, the economy is reopening in many places, and consumer spending is starting to rise, climbing 2.4% in January after two straight months of free fall.
Business owners are hopeful that profits will climb again, but then again every small business owner shares that hope and is actively vying for new customers. You’ll need to use every tool in your chest to grab consumer attention and make your business stand out from competitors. Here are seven ways to improve your ability to grab a customer’s attention.
1. Upgrade your online presence.
Covid-19 drove online shopping to new heights and that’s one trend that isn’t going away anytime soon. Like it or not, the first place people go to check out your business is online. Even if they’re planning to buy from you in person, now’s the time to create a website if you don’t already have one.
For many potential customers, your website will be their first impression of your business. It’s critically important it be professional and engaging. Be sure to include all the basic information customers need about your business. At a minimum, provide contact information, pricing, business hours, street address and/or the area you serve, and delivery and refund details if relevant.
2. Express the unique personality of your company.
Consumers might buy from a business, but they prefer to have a personal relationship with a brand. If you want to create a loyal cadre of return customers, you need to express your personality in the form of branding. Your website is the virtual face of your business, so choose colors and fonts that express your personality, wording that conveys your tone, and content that communicates your value proposition.
Decide on the voice of your brand, namely the style you use in communications. Examples include formal, cheeky, fun, reliable, classy, etc. After making that decision, be sure to express your voice consistently on your website, social media posts, email newsletters, packaging, and paid ads.
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