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中小企業がビジネスを行う上で最大の弱点と言えば、知名度が無いことです。
大手企業であれば、新しいサービスを始めるたびにニュースに取り上げられ、多少なりとも宣伝に繋がります。
しかし、中小企業は発表したとしてもどのメディアも取り上げてくれずに終わってしまいます。
メディアからしても、知らない企業の新サービスなど誰も興味が無いので記事にするだけ無駄という考えなのでしょう。
メディアも商売ですので、読まれる記事を書かないと意味がありません。
つまり、中小企業はいつまで経っても中小企業のまま終わってしまう可能性が高いのです。
そこで、今回は中小企業でも知名度を上げられる方法を考えてみました。
広告は一切使わない
広告費を使えばどんな中小企業でもある程度は知名度を上げる事が出来ます。
しかし、多くの中小企業はテレビCMはもちろん、交通広告・街頭広告など比較的効果のある広告は出せないと思います。
そこで中小企業の多くはネット広告に挑戦するのですが、予算が少なすぎてデータすら取れない状態です。
そこで今回は広告費を一切使わない方向で考えていきたいと思います。
と言うより、中小企業が広告費を使ったところで大手企業の資金力に勝てる事はありません。
だったら、大手企業が出来ない方法でコツコツと上げていくしかないと思います。
サービス開発にお金をかける
広告費にお金は使いませんがサービス開発にはとことんお金をかけるべきです。
と言っても、無駄遣いをしろという事ではありません。
必要な部分にはとことん使い、節約できる部分はとことん節約が必要です。
特にケチってはいけないのがデザイン費用です。
高ければ優れたデザインが出来るというわけではありませんが、デザインによってサービスの価値が決まるとも言えます。
これは製品にしても、WEBサービスにしても、アプリにしても同じです。
機能やサービスは同じでもデザインの違いだけで大成功している例も沢山あります。
もし予算が限られているのであればデザインに比重を置き予算組みしていく事をお勧めします。
代金の5倍以上の価値を提供する
どんなサービスであっても魅力が感じられなければお客様はお金を払ってくれません。
特に中小企業の場合、信用が無いのでお金を出してくれるまでのハードルが極めて高いと言えます。
しかし、代金以上の価値を提供していれば、自然とお客様は買ってくれます。
目安としては代金の5倍以上の価値を提供することです。
もちろんこれは客観的に見て、代金の5倍以上なければ意味がありません。
ただ、いつまでも代金の5倍以上の価値を提供していては事業として成り立ちません。
そこで使うのが大量生産や大量発注です。
どんな企業でもこの方法を使って、一つ当たりのコストを大幅に下げています。
それにより、個別で見れば代金の5倍以上であっても、企業は儲かるのです。
WEBサービスの場合でも同じです。
1人に使ってもらうだけでは利益になりませんが、数千人・数万人に利用して頂く事で、利益になります。
このようにして、5倍以上の価値を提供していく事が重要となります。
SNS・YouTubeで宣伝していく
製品やサービスが完成した後は宣伝が必要になります。
大手企業ならここで広告費を投入するのですが残念ながら中小企業にはその余力がありません。
そこで利用するのがSNSやYouTubeです。
製品やサービスの紹介動画を作ったとしてもあまり見られないので、製品やサービスを利用した企画動画がおすすめです。
例えばこのような動画です。
ユーチューバーにお願いしてしまうと、広告費がかかるので社員でこのような企画を取ってみるのも良いと思います。
今はスマートフォンとパソコンと編集ソフトさえあれば簡単にユーチューバーになれる時代です。
これと併せてSNSの運用もしていけば無料で宣伝できるようになります。
知り合い100人に拡散してもらう
YouTubeやSNSに投稿したとしても思うように再生されないと思います。
そこで利用するのが友達の力です。
今は一般人でも数千人～数万人のフォロワーを持つ人もいます。
そういった友達に動画やツイートを拡散してもらうようにお願いしましょう。
フォロワー1000人を持つ友達100人にお願いできれば、10万人にアプローチが出来るという事になります。
そして、そのさらに10万人のうち100人が拡散すると合計20万人になります。
このようにして、一人でも多くの人に動画やツイートを見てもらう事が出来れば、自然と買ってくれるようになります。
もちろん、大前提として価値のある商品である必要はあります。
しかし、逆を言うとそれさえ出来ていれば、しっかり拡散され、今までの広告費は何だったのかと思うほど成功します。
良い商品を作れば売れる
結論を言うと、中小企業であっても良い商品を作れば売れます。
ブランド力が無くても全く関係ありません、
逆に言うと、良い商品でなければ広告費を使っても売れません。
何度も言いますが、代金の5倍以上の価値が重要です。
それが出来ないのであれば、世の中に投入しても意味がありません。
厳しいように感じますが、これが現実ですの頑張ってみてください。
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