Marketing is one of the most essential ingredients of starting and running any successful business. Unfortunately for small business owners, it’s also one of the hardest to get right.
Most marketing costs too much and simply isn’t right for small business. Really, what good will a $15,000 TV campaign do for a local consultant (aside from make him go broke). On top of the cost, the time and complexity involved with traditional marketing can easily smother a small business.
Small businesses need marketing that is simple and practical—marketing that’s understandable and easy to use. The purpose of this series is just that: to help you start marketing your small business in a way that actually works.
Position and Plan
The first step is to know exactly who your product benefits and how you can communicate those benefits in a way they understand. Then, by looking at your competitors, you can create a unique position that will ensure a strong foundation for your success.
1. Get to Know Your Perfect Customer
2. Attract Customers With a Unique Market Position
3. Learn to Relate to Your Market
Create an Identity
Every successful small business needs a clean, professional image that customers can trust. These articles are about creating unforgettable corporate identity that will make you naturally attractive to potential customers.
4. Create an Attractive and Memorable Corporate Identity
5. Be Credible, Professional, and Trustworthy
6. Make Yourself Easy to Buy From
Spread The Word
The final step of marketing a small business is to find a method of advertising that will get your message to your core customer, and deliver an offer that entices them into action.
7. Advertising That Works for Small Business
8. Compel Potential Customers to Action
9. Measure, Learn, and Improve
Marketing a small business isn’t easy—but if you stick to what’s important, and avoid unneeded complexity, you’ll have quite a head start.