Your business might be well known around town. People recognise your name, know where you’re located and wave when they see you at the supermarket.
But could they explain what you actually do?
For regional businesses, that’s a useful question to ask. Being familiar to people doesn’t automatically mean they understand your services, know who you help or think of you when they’re ready to buy.
Someone might know you as “the printing business” without realising you also produce signage. They might book your accommodation without knowing you cater for corporate stays. They might follow your tourism business for the beautiful photos without understanding that you organise private group experiences.
Running Rock Solid Marketing alongside a tourism business gives me a reason to think about this from both sides. As business owners, we spend so much time inside our businesses that our offers seem obvious to us.
They aren’t always obvious to everyone else.
Look at your website, social profiles and business listings through the eyes of someone who has never bought from you.
Can they quickly work out what you offer, who it suits and how to enquire?
If your description could apply to almost any business in your industry, make it more specific. “Quality service and great results” doesn’t tell someone whether you can solve their particular problem.
A long list on your website is a start, but individual services also need attention.
Choose one offer each week and explain it properly. Show what’s included, answer a common question or describe a situation where someone would need it.
A plumbing business could explain how it helps commercial property managers. A motel could show what makes a longer stay comfortable. An accountant could explain when a growing business might need more regular support.
You don’t need a completely new offer to give people a new reason to notice you.
Ask a few customers or business contacts what they think you offer. Listen without filling in the gaps straight away.
Their answers can show you which parts of your message are getting through and which need more work.
Then use that insight to update your content, your introductions and the way your team explains the business.
There’s no need to squeeze everything you do into every post. The aim is to build understanding over time, with clear, consistent examples.
Your local reputation is valuable. Make sure it leads people towards the full range of ways they can work with you.
What’s one thing your business offers that still makes people say, “I didn’t realise you did that”?
Rock Solid Marketing is a trusted Mildura marketing agency servicing the Sunraysia and Mallee region since 2017.
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