I spend a lot of time talking to small business owners and startups. I speak with them through my SEO consulting company, during phone calls about social media projects and even just while I’m on my way to and from conferences and taking the train. It’s something I enjoy doing because I like hearing their stories, their successes and the struggles that they’re facing. Often it’s nice to know you’re not the only one going through something and to have a chance to commiserate. I work out of my apartment. I’m not exactly overflowing with social interaction these days.

Through talking with people, I’ve found there are often common factors in the startups and businesses t hat do well compared to those that struggle. Here are some things I think small business owners should strive to do or remember when working in their business.

Think Niche
Don’t set out trying to solve every problem that your industry has ever experienced. Instead, focus on one problem, the smallest problem, that you can solve in order to be helpful to someone. Once you’ve conquered that one, work out until you’re able to solve more and more problems without straining yourself or your resources. If the Web has taught us anything, it’s that niche sells. All different sorts of little microcosms have been revealed. You just have to find the one you best serve. And remember, it’s not the biggest ideas that do well, it’s the most simple.

Serve Your Needs First
If the idea is to serve one need really well, how do you know what need to focus on first? It’s easy. Focus on yours. What do you wish existed to help make your life easier? What tool could be invented to change the way you do things? What process could be made simpler or broken down? Whatever would help make YOU more productive/happier/content in your day, that’s where you should begin. Because fixing that one area will problem help someone else, as well. As they say, necessity is the mother of invention.

Stand Out
Call it a point of difference, call it an angle or call it creating experiences. Whatever term resonates with you the most, the point is you have to find a way to stand out in your market. Regardless of what you do, there are going to plenty of similar-minded companies trying to do the same. That’s just the nature of the beast. In order to do well and to be successful you need to have something about you that makes you different, and it’s probably not going to be price. It could be your story, a character you create, a social media presence, a core value, etc. Whatever it is, identify it and then market it. Embody it.

Craft a Story
New research tells us what we already knew – people like sharing articles that inspired awe. We are affected by stories and we seek out companies and peoples with compelling ones. Craft a story that represents your brand. Something that is real and authentic and sharable. The more personal you get with your audience, the more connected they’ll feel to you and the more invested they’ll be in your brand. Being cold and mysterious may have worked a few years ago (or in high school), but it doesn’t any more. These days, customers want real transparency. As was mentioned yesterday, customers now value an honest and transparent company more than the services the company actually provides.

Don’t Fear Technology
Everyone SMB owner is going to have a different comfort level when it comes to technology. Some will struggle with the idea of creating a Web site, others will fear entering the waters of social media, and some will have a hard time selling without seeing someone face-to-face. Whatever obstacles you face, find ways to incorporate technology into your business and everyday life. Refusing to evolve and insisting on doing things ‘the way they’ve always been done’ can often hold your business back and prevent you from reaching the next level. Technology can be scary at first, but it can also open up brand new channels you never had before. Don’t fear it; embrace it.

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