We all agree that marketing is important and essential to the success of a business. And marketing is a broad term that covers many mediums - internet/content/internet/social media/advertising/PR/PR and more. Most medium to large businesses have a marketing department that handles these tasks to keep the business on the cutting edge. The confusing thing is that many small businesses think this is a do-it-yourself project.
In my years of consulting with small businesses and nonprofits, I've found that they have a strong desire to sell their business. But the day-to-day of production, creation, customer service, buying and selling... Marketing takes a back seat. Thinking about a Facebook post at 2 a.m. isn't marketing or strategy. Marketing requires a plan. Marketing also requires support and experience.
So here are some do's and don'ts.
To mark:
- Define your market. Who is your ideal client? Only you know this, and you should take the time to write it down. Your ideal client might be over 50. If so, your site selection should reach 50+. Women? The same thing. People? Same deal? 20 something, the same thing. Hire an expert to help you find the right marketing source for your product/business/customer.
- Now that you understand your target audience, find them. Capture customer names and email addresses. Display your image online on your website, on social networks or in your store. Start the database. Buy an electronic sterilization company at a very cheap price. Use your database to create email marketing messages about your business with links to your website and opportunities.
Do you have items you would like to sell to other stores/businesses? Do not rely on internet marketing or advertising as your sole source of access to these businesses. Get up from the chair! Make a list of potential companies that can buy your product. Talk to them and give them information, photos, price lists and how to buy your products. Prepare a contract for him to sign. (PS: Need a sample contract? Get help from a lawyer!) And watch the force. If you have a small inventory, make sure potential customers know that you can't fill large orders quickly. Businesses survive, grow and thrive through face-to-face communication
- Keep your marketing within your budget. This includes listing fees, advertising, website creation and updates, social media advertising, printed materials, signage, sponsorships and business promotion.
- Join the community and attend the event
- Join your Chamber of Commerce. They are a great source of advertising for your business, and they do it for free.
- Make a plan. Even if it's only one marketing event per week, make a plan and stick to it. Don't let the stress of owning a business get in the way of marketing
- Hire experts if you can or attend seminars/webinars to learn more about how to do it yourself. But always stick to your plan
- Attend fairs or events that give you the opportunity to register the names and email addresses of your company, your services, your products... and your e-newsletters.
- Make sure your communication is mobile friendly.
not:
- Do not create your own site. Hire a professional to get it right the first time and ensure regular updates and search engine optimization. When you build your site, don't let it sit for months. Keep it updated and fresh
Don't assume that a random post on social media will lead to sales. You should spend time building your social media following and making sure your visitors receive creative posts on a regular basis. Hire a professional
- Do not generalize. There is no single marketing strategy. Every business, every product has a target market. Understand your market and find ways to reach it with targeted communications
- Do not imitate your competitors. Keep your content unique
- Don't take it apart. They call it public relations because it's about your relationship with the public. Let the free media know what you're doing
Knowing your market, creating unique content on your website, social media and customer relations, and providing quality customer service are the first steps to successfully marketing our business. Consider different platforms to tell your story. And remember, a personal approach always closes the deal.
Kathy Burdins has a background in marketing and volunteers as a consultant for Score's Meat Tip section. To request SCORE's free and confidential small business mentoring services, call the Petosco Regional Chamber of Commerce at (231) 347-4150.
This article first appeared in Petoskey News Review: Tips for Successful Marketing.
