10 Keys to Small Business Marketing
By Colleen Davis
1. Know Your Product and Your Customers
By far the biggest mistake that most small businesses make is trying to market themselves to the wrong customers. Usually, small businesses advertise in a way that is meant to appeal to everyone, when they should be targeting a very small group of people. When you plan your marketing strategy, it is absolutely vital that you determine who your core customers are – these are the people that need your product or service. These should be the only people that you focus your advertising on. Trying to entice people from outside your core customer group will only be a waste of time and money.
2. Know Your Selling Message
Develop a short, clear message about your business. This message should tell anyone interested exactly what your business does, who it does it for, and why it is better than its competitors. Memorize this message, and use it constantly. You never know when you might have the opportunity to make a new customer, and you will need this message to close the deal.
3. Get Needed Materials
Do not be afraid to invest in traditional business materials. These include business cards, flyers, posters, and postcards. You should always have business cards ready to hand out to everyone you meet. And you should design a flyer printing regularly to attract local prospects. Advertising flyers still carry some weight, despite the “old” feel that many people get from them.
4. Network
Talk to lots and lots of people. If you genuinely try to help people out with their goals, they will return the favor. Make business associates, and try to send business their way. Before you know it, they will start sending customers to you as well.
5. Network Constantly
Do not be satisfied with making a few business associates and working with them. Constantly be on the lookout for more contacts that you can partner with for your mutual benefit.
6. Use Satisfied Customers as Salespeople
The very best salespeople you will ever employ are the customers that have come to you in the past. If you have customers who have been satisfied with your product or service, ask them to refer you to their friends and family. Or ask them to give a testimonial that you can use in your advertising. Most happy customers will be more than willing to help you out.
7. Form Partnerships
Find other companies in the area that serve the same target customers, but in a different fashion. You may be able to make a deal with them to “share” customers, in a cross promotion scheme. This can be wildly effective.
8. Show Off Your Expertise
Always take every opportunity you can find to show how skilled you are. Write articles about your industry that proves you know what you are talking about. Attend local events and share some of your knowledge. Prove to people that you are an industry leader, and they will be much more confident in coming to you.
9. Be Brave
Some of the things you have to do to make sales are not easy, or are uncomfortable. Don’t let that deter you. Always be willing to do whatever it takes to increase profits. Otherwise, you will not have a business to promote for long.
10. Pick Peoples’ Brains
Even if you truly are an industry expert, you can always learn more. Always ask others for suggestions and ideas. You may be surprised by what you find out.
About the author
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