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Say it loud and proud – share your business basics
I find the hardest thing to convey when discussing content is how important it is to say the most obvious things about your business and tell people why you are saying it. People forget that it is the basic details which are necessary to say loud and clear…and again and again! We all get wrapped up in engagement and telling stories, etc.
It can be difficult to think what the ‘basics’ are because we are so close to our businesses…and it also all seems so ‘obvious’ to us.
Therefore, when you are trying to educate people about your business I recommend that you start with answering each of the open questions, that start with:
- What
- Who
- Why
- How
- Where
- When
Check all of your main marketing materials, especially on your homepage and your About section of your website, as well as summaries on social media profiles, and even in pinned/featured posts too. See how clearly the ‘basics’ are explained….and how regularly you are sharing this.
Below, I have taken each of the open questions starters and given you some things to think about to help you note down all of the things you should be ‘shouting about’ your business and regularly.
TOP TIP: Keep a document or spreadsheet with this content in…you never know when you might need it – think bios, social media posts, guest appearances, networking…
What does your small business do?
It seems unlikely but it leaves me speechless how often I find that it is not actually immediately obvious what a company or business offers. People spend so much time thinking about a catchy or unique name for their business and then, when you visit their website or Facebook page, it is impossible to understand exactly what they offer.
I am not just talking about a generic name like ‘electrician’ or ‘printer’, but more than that. What services do you offer? What do you specialise in? …even, what you do not do! Make sure it is clear and obvious.
It has its advantages for you too – there is nothing worse than getting lots of enquiries asking about services you don’t provide…and having to reply to say that. Make it clear.
Who are you?
Who does your small business help?
I really like to know who I am going to be dealing with. The joy of dealing with a small, independent business is that there is the possibility of personal service and personal interaction. It’s an oft repeated phrase, but ‘people buy from people’ . So say who you are!
You don’t have to offer personal details about your family or anything, but do share a photograph and keep your name prominently at all times when advertising your business. I visited a website only the other day – all written in first person, ‘I’, and I could find their actual name anywhere!!!
Do tell people about your experience, talent and passions. It’s important for credibility. Equally, if you have a team of people, say who they are too!
In addition to who you are, don’t forget to say who you help too. Stating who your ideal client is, is really helpful for self selection.
Why do you do what you do?
Why should we buy from your business?
In these times of much more conscious purchasing, it is becoming even more important to explain your why.
Just like knowing who is behind a business, a ‘unique selling point’ of the business is often the why. Telling clients why you are business and why you do what you do can really help build trust and build a relationship with potential clients.
It is also great to share why you make certain decisions about your business – why do you offer certain services? Why do you choose certain suppliers or products to sell or make items? Why? Why? Why?
People have a thirst for knowledge and, in this age of much more savvy buyers, people considering the environmental effect and the ethical background of a product or values of a service, it is becoming even more important to explain your why.
How do you run your business?
How can we buy from you?
Similar to why, explaining how you work is really important to many potential clients. If you sell products, clients will often be keen to know how something is made, how long it will take to arrive, how it will be delivered…and, possibly, how to get a refund!
For a service-led business, how you work, including what clients may expect and what their ‘journey’ will be, is also important for converting a lead in to a sale.
So, don’t be shy to state all of which may be obvious to you but really explains how you work and what the experience will be like. Being open and transparent, making everything explicit, really helps with ensuring your potential clients know what to expect and will make both of your lives a lot easier!
In addition, make it really easy to buy from you …even if that’s starting with booking a call or making an enquiry. Ensure all of your contact information is up-to-date. If you offer online purchases, in any form, make sure these are easy to use, and importantly, secure – and explain this.
Where is your business?
Where can I find you?
This may only seem essential if you have a physical shop, office, cafe or restaurant, for example, that you want people to visit. If you do, then this is absolutely essential that your ‘where’ is front and centre. As a potential client, it is no good learning about delicious cakes and the beautiful location of a cafe, if you have no idea where the place is…or if you are based in Edinburgh and the cafe is in Southampton (well, unless you are off down south on your holidays!!!). Explain as much about ‘where’ as possible – information about parking or transport links is always useful. In addition, if you do offer any form of mobile service or are happy to travel, consider stating where and how far you are willing to go.
Location information is also important for SEO – people still search my location or ‘near to me’.
Personally, I like to know where a business is based even if I do not need to physically visit.
It can also be important for correspondence. For example, if I am dealing with a business in a different time zone, I understand if an urgent email is not responded to until hours later. If there may be a language difference, this is not a deal breaker, it doesn’t matter, but I would rather know.
Equally, it is nice to know if there is a possibility of meeting in person, should the need arise.
Obviously, you do not need to publicise your full home address, but a local town or county is useful business basics to share.
When do you work?
…and when did you start your business?
Finally, it is a good idea to answer when you are open for business. No one should be expected to be available 24/7…even small business owners.
It is a lot better to manage expectations by stating regular working hours And for your own sanity, set your own reasonable hours (and stick to them) ….says the girl typing this blog at 9.45pm 😉
You may also have seasonal commitments, services or products – so again remember to state when these are available (or not).
Another nice ‘when’ to share, is when you started your business – it gives people a good sense of your experience, if it has been for a while. And it’s also nice to know if they are supporting you in the early stages. Remember to celebrate business anniversaries too.
Basic content that is really powerful for small businesses
Answer these open questions to help you share your ‘business basics’ clearly and regularly. They are all great pieces of content that can be used and adapted in so many different way.
These questions also make a great checklist for checking content on your website, for example. Can you (or a friend) easily find the answers to all of this information? If not, do an update, make some additions or simplify the navigation.
If you want help with ‘basic’ content ideas…or are struggling to explain who you are and what your business offers (and to whom), the get in touch – email kate@thecontentconsultancy.com.
And if you want a whole community of people to support you with regular online meetings to offer ongoing help, come and join The Content Club. Just £23 per month. Give us a try!