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The "Ultimate" Small Business Marketing Guide
by Caron_Beesley, Community Moderator
- Created: October 5, 2010, 8:02 am
Le;s start by clarifying that there is no such thing as an-ultimate guid- to marketing. In-truth, marketing is an ever evolving, and
essentially limitless business function.
Take for example, the
incredible growth of new media marketing tools and tactics in recent years, if
'd written this guide two years ago, its doubtful Twitter would have got a
mention.
Likewise, what works for one business might not work for
another.
Despite this, there are some universal marketing principles
and surprisingly creative approaches that can help any small business owner
find and grow new markets, while nurturing their existing customer base.
Here are some tips, tactics and approaches that you might
want to consider as you build out your small business marketing toolkit.
Know Your Market and
Monitor Your Competition
Market research should be a core and ongoing part of your
business management. This Small Business
Market Research Guide can help you understand how to conduct market
research using freely available data.
Understanding your market also means getting to know who is
competing for that market and using this information strategically. Read: 5
Tips for Getting to Know Your Competition and using it to Your Advantage.
Craft Your Marketing Message
Wha's your business marketing message? What do you tell
your customers about your company, what it does, and why they should do
business with you? The fact is that many small businesses are confused about
what their marketing message is and how they should communicate it to the
outside world. Here are seven steps you can take to develop a marketing message
that grabs the attention of your customers, speaks to them, and promotes action:
Stand
Out from the Crowd' 7 Tips for Creating a Marketing Message that Sticks.
Marketing Planning
and Budgeting
Many businesses often default to allocating a fixed
percentage of their revenue as their annual or quarterly marketing spend.
However, your marketing budget can work for you more effectively if you have a
clear picture of not what you have to spend, but what you should spend it on.
And this means having a plan. To help you build a plan and develop a budget
that can support and adjust to the results that your plan generates, read: Developing
a Marketing Budget for your Small Business' Going Beyond the
Spreadsheet.
Use Budget Conscious
Marketing Tools & Tactics
Marketing tactics are what you use to execute your marketing
plan. Whatever your goals are, whether i's taking a product to market or just
trying to drum up new business from existing customers, there are a variety of
budget-conscious marketing tactics that can work for your business. The
following article provides a snap shot of budget-conscious tactics that have
worked for other small business owner: 3
Proven Tips for Growing New Markets on a Tight Budget (Listen,
Engage, Educate).
Also remember, that while you may be working to a budget, so
too are your customers, so consider these'7
Marketing Tactics that Work in a RecessionSmallBizTrends*.
Explore and Optimize
Your Online Marketing
If you operate an online business, your big focus area is
generating traffic to your site, this can be done through both online and
offline channels. Read'Starting
and Growing an Online Business: An Entrepreneur's Checklist for tips.
If you intend to introduce online marketing into your
marketing mix - whether it's using email marketing to reach your customers,
starting a blog, or taking steps to improve your search engine ranking - check
out these guides:
- Getting
Started with Email Marketing: The Most Powerful Tool in Your
Relationship-Building Toolbox - Thinking
of Starting a Blog? Tips to Help You Start, Maintain & Grow a Small
Business Blog! - Get
to the Top! - Tips for Making your Business Web Site More Prominent in an
Online Search - Google
AdWords Explained - Growing Your Small Business with this Cost
Effective Marketing Tool - Market Your
Business with an Internet Radio Show - 5
Tips for Marketing Your Business Online - to Get the Biggest ROI
Social Media
Marketing
So much has been written about what social media marketing
can and can't do for your business. Get
beyond the hype with this Ultimate Guide to Social Media Marketing for the
Small Business Owner.
It features guidance on how to get started with social media with the right
tools and planning; and also includes tips on how to build and engage with your
growing community.
Event Marketing
Event marketing can work for all types of small
businesses”from a service business to a product-oriented business; from a
B-to-B company to a consumer focused company. Whether you own an accounting
firm, a yoga studio, an auto repair shop, a bookstore or an office supply
store, there's a way to make event marketing pay off for your business. Small
business professional, Rieva Lesonsky, provides a closer look at both types of
event marketing and how to make the most of them, read: Marketing
Your Business with Events.
Public Relations
Is public relations (PR) an essential part of your small
business marketing toolkit? It should be. Because, done well, PR can help
promote your business for the long term in a way that a paid advertisement
never will. Here are some tips for promoting your business through public
relations.
- Spread the Word - 7 Tips for Promoting your Business with Public Relations
- Put
the Power of Referrals to Work for Your Business - How
to Get Interviewed on TV or Radio - How
to Get Bloggers to Write About your Business - Boost
Your Business's Profile with Public Speaking
Socially Responsible
Marketing
If your business is socially responsible, for example if you
sell organic produce, green goods, or donate a percentage of your profits to support
a cause - and you rely on local customers it's worth marketing this fact. Your
customers are more likely to support you if they know that you are giving
back to the community. Rieva Lesonsky offers up some ideas finding a cause,
promoting it and creating a community around it: Socially
Responsible Marketing in Your Community.
Seasonal Marketing
Every business has a busy season, but you can make sure yours
stays top of mind during the critical winter holiday and summer seasons with
these tips:
- Five
Holiday Marketing Tips to Help your Small Business Stay Profitable
& Top of Mind this Year! - 5
Hot Small Business Summer Marketing Tips
Related Resources
- Get more tips and resources from Business.gov's Small
Business Marketing Guide. - Marketing to
Seniors and Baby Boomers- Have you Seniorized your Marketing Strategy
Lately? - Successful
Government Marketing - A Primer for Small Business - Marketing to
Children: Where is the Line and Who Enforces it?
* Note: Hyperlink directs reader to non-government Web site.
About the Author
Caron Beesley is a small business owner, a writer, and marketing communications consultant. Caron works with the SBA.gov team to promote essential government resources that help entrepreneurs and small business owners start-up, grow and succeed. Follow Caron on Twitter: @caronbeesleyContributors
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Comments
nicholasstorm | Window Shopper | 9/13/2012 - 3:33 pm
sharing!
serg150 | Window Shopper | 8/15/2012 - 1:25 am
you and your company.
mcvictor01 | Window Shopper | 8/13/2012 - 4:25 pm
saint0727 | Window Shopper | 8/7/2012 - 8:18 pm
I find it very helpful!
eschone01 | Performer | 10/29/2011 - 5:39 pm
Florida_SEO | Window Shopper | 1/18/2011 - 8:35 pm
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