There’s something to be said for any business that can withstand the ups and downs of operating for several decades. But increasing competition and the demands of marketing to a customer base that’s heavily reliant on digital interactions are making ‘cut through’ difficult to reach.

So how can established small business owners get the word out about their brand when they maybe aren’t digital natives or would prefer to spend more time on their trade and less time on their phones?

Small Business Help Desk: A question from a Melbourne stalwart

Gerard Melder, owner of sustainable picture framers Mulbury, started out as a builder in the ’70s and ’80s before pivoting to entrepreneurialism with a strong environmental focus.

He was well ahead of the curve with his eco-friendly business idea to make 100 per cent recycled Australian hardwood frames.

Over the course of more than three decades he’s built up an established brand with a loyal customer base – and the title of “Australia’s number one sustainable picture framers”.

Mulbury already has a great social presence and website, but it takes a lot of time and effort to bring in new customers.

“We’ve been doing this for over 30 years,” he tells us. “When people find us, they become loyal fans, but I still feel you need to be doing your social media in the proper way and staying up to date with algorithm changes. If you’re not constantly reminding people that, ‘Hey, we’re still here. We’re still working and we’re ready to serve you’, then people forget about you.”

Like most small business owners, Melder is time-poor and prefers to spend his days perfecting his craft. But despite a loyal following, he struggles with the social side of running a business.

Despite dipping his toe into marketing support, Melder says many people simply don’t ‘get’ how his business operates – particularly when it comes to showcasing Mulbury’s environmental commitment.

“I’ve had a few marketing gurus come in here and say, ‘Oh yeah, we can do this and that.’ But they have to understand our business because in the workshop here we really take care. We want to walk hand-in-hand with nature, not be against her. We look at things as not being a long battle with nature to dominate her, but we want to walk in step with her and realise the potential of the trees and the timber.”

So, Melder asked Kochie’s Business Builders a question that he hopes can reveal some time- and cost-effective strategies about tapping into a new customer base:

“We have a unique eco-business making picture frames using reclaimed Australian hardwood timber, manufactured in Melbourne. We want to be more than a well-kept secret. How do we get in front of more people who want to care about the environment?”

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Did you know?

NRMA Business Insurance allows you to pick and choose the type of cover that suits your business best. They can help with flexible cover options to suit your business. More information at nrma.com.au.

*General advice only. Always read the PDS & TMDs from NRMA Insurance.

Small Business Help Desk: Tips about eco marketing cut-through

Given her background in sustainability and e-commerce, we asked Anaita Sarkar, co-founder of Hero Packaging and author of Sell Anything Online, to offer some small business marketing tips Melder and similar businesses can take on.

WATCH: Anaita answers Gerard’s question (post continues below)

“First of all, how incredible that you have had a business in operation for over 30 years,” she says. “It feels like up until now you’ve probably relied on foot traffic and word of mouth to get clients. And now with all the online competition, you really need to stand out.”

This is exactly what Melder feels has to happen. But given his skills working with his hands – rather than a keyboard – he says he finds the pressure to be on social media every day difficult. He just wants to make beautiful picture frames.

Sarkar says that you don’t have to do just one or the other. Instead, you can use your love of the business and the environment to ‘shine through’ in your marketing efforts.

“The best thing about you is the history of your brand, and that generates so much trust online,” she says. “Use that to your advantage. When creating content, running ads and updating your website content, make sure it reflects your unique selling proposition – which is your 30-year history.”

4 ways to get your brand in front of your target market

Sarkar says there are some simple ways to start shifting away from word-of-mouth marketing and expose your brand to a huge new audience. While it might seem overwhelming at first, starting small and seeing what works – and what doesn’t – can set you on the right path for the long term.

1. Create amazing social content: “Things like educational tips, the history of your brand, your expertise over 30 years and even your customer stories. You don’t need a professional videographer – you can film yourself on your phone.”
2. Start making Facebook ads: “I want you to target content to eco consumers. You can truly showcase how you make the frames from recycled materials. Don’t think that’s boring. People want to see the behind-the-scenes of your business.”
3. Start running local Google ads: “A great way to get in front of people in your local area is to have a locally targeted Google ad. You can get more foot traffic in the door without relying on people walking past your store.”
4. Use an eco-conscious influencer: “Find someone who may be renovating or building a house. You can gift them frames to use and show their audience.”

“Using these strategies, you can absolutely be much more than a well-kept secret,” Sarkar says.

Any more tips to add? Tell us in the comments below.

Want more of your small business questions answered? Head to our Small Business Help Desk page for more helpful articles and videos:

This article is brought to you by Kochie’s Business Builders in partnership with NRMA Small Business Insurance.