The following UnderstandingMarketing.com column is a first-hand view of how to implement small business marketing strategies.
As a small business owner we are often required to be a jack-of-all trades. And, seeing as how there are not too many degrees to that effect, it is often through a combination of entrepreneurial intuition, diligent research and experience from school of hard knocks that we learn to run a business successfully.
Coming from a background heavy in accounting I truly felt that marketing was my nemesis in business. I like the math involved in exact cause and effect relationships, and although some things are predictable there is a decent amount of risk and unpredictability involved in making choices where to spend our time and money for small business marketing strategies. Nothing drives me more batty than when something that makes perfect sense has no effect, and yet something you’d hardly expect to help is fabulous. That, my friends, is the beast we call marketing.
Having taken a business from zero to gangbusters in less than a year – and with almost no marketing budget – I’ve become known amongst my entrepreneurial peers as a marketing and PR guru, which I find quite ironic to say the least! Here’s my special recipe:
1. Always, always, always use strong branding
Do you have a constant, memorable logo? Do you use your themed colors, fonts & feel on everything from your business cards to your newsletter? So many small businesses let branding slip through the cracks. We all know it takes a few impressions before people generally take action, and unless you connect your customer impressions for them your potential client may see your marketing over and over yet never remember you (insert sound of flushing money down the toilet!). Make sure to look from a customer’s perspective as you choose your branding and then stick to it 100% of the time. Branding is a critical component to successful small business marketing strategies.
2. Know who your customer base is and be where they are looking
I know that sounds like a given, but we so often overlook the simplicity of this. Do market research to identify who your target client base is and then walk a mile in their shoes. Where are the places they should see information about you, what would make it memorable and when are they most likely to retain it? Educate yourself on marketing options and then test the ones that make sense. And, don’t overlook the simplicity of the many, many free options out there. For example, a great rating on Yelp will do wonders for many types of businesses.
3. Be diligent
In a perfect world, according to me, marketing would be something that we only have to do once. But, alas, I have come to peace with the fact that this is not the case. So you submitted a press release last month? Well, do it again! Keep it fresh, fun and interesting – and stay in their face. This principle is true of both your customer and of media reps. Send out your regular newsletters. Keep creating reasons for new clients to choose you, and keep broadcasting them. Keep showing your current clients how much you appreciate them – and their referrals. If the gal that hates marketing can do it, you can be successful too at these small business marketing strategies.
Editor’s Note: Christie Simmons has a dance fitness center in Phoenix, AZ, that was recently awarded as Phoenix’s “Best Place to Dance Your ‘Bootie’ Off.” She was also recognized as one of Phoenix’s “Top 35 Entrepreneurs Under Age 35″ for 2009.
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