I was just reviewing notes from the last Direct Gardening Association conference, where Michael Katz of Blue Penguin Development made an interesting observation about the difference between small and large companies’ approach to marketing:
Small companies are trying to look big, and at the same time, big companies are trying to look small.
In today’s automated, technology-driven business environment, the slightest personal touches shine through. Whether it’s a handwritten “Thank you!” across an order acknowledgement or customer service that exceeds all expectations, there are dozens of ways that smaller companies can turn their size to their advantage.
Social media is highlighting the importance of putting a human face on every business. This ultimately personal form of communication doesn’t lend itself to “corporate speak.” If you’re a small business, introduce yourself and your employees on your website and Facebook page, in your catalog and enewsletter. Show photos. Give names. Let customers know who’s working to get their order out smoothly, and how they’re doing it.
You know what they say: People buy from those they like. It’s hard to like a faceless, non-descript business entity, so don’t be afraid to add some personality into your marketing. Don’t apologize for being a small business. Use it to your advantage!
