These five small business marketing strategies will help get your name and products to a more targeted audience. Some of them are basic, but it’s easy to underestimate the dynamic potential of basic marketing that’s done consistently. When you don’t have a big marketing budget, you can help make up the shortfall with solid research and meticulous attention to detail.
5 Effective Small Business Marketing Strategies
Identify your market. The more you know about your ideal prospect, the easier it will be to turn him into a customer. To market effectively, regardless of the medium, you need to have a stationary target. Review you client list. Start drawing connections among client characteristics that may seem dissimilar at first glance. You’ll be getting a sense of what works and exploring what could become new marketing arenas for your business.
Count your cards. Business cards matter. When a prospect saves your card you become part of a small database of potential suppliers. These pre-qualified contacts can mean gold for your business. Will everyone save your card? No, but some will, and that’s why a simple business card is an important marketing tool. Keep your cards handy, and give them out freely. Practice ways to make a business card exchange second nature, smooth, and friendly. You never know how far your cards will take your business, and for the price of a small paper rectangle, it’s a bargain.
Establish your brand. Whether you increase awareness online, via trade shows, through broadcast ads, with direct mail or using all of these methods, build your company persona by constantly assessing your marketing efforts based on the way you want customers to see your brand. You’re making an impression (either good, bad, or indifferent) with every marketing gambit you try, including: newspaper ads, phone book ads, signage, stationery, business cards, websites and anything else with your name on it. The more consistent and focused your approach is, the more you’ll be building instead of confusing your brand identity.
Have an online presence. Create a dynamic online personality with a website and plenty of quality content to attract search engine activity. Develop a voice via a strong company blog. Participate in social media. Take part in the online exchange of ideas as it relates to your industry.
Fine tune your tactics. Track the results of all your marketing campaigns. Information is power, and you’ll get important intelligence from both your failures and your successes. Know what’s working and what isn’t. Recognize that different segments of your prospect list will be available and receptive to different mediums and marketing methods. The more precisely you interpret your findings, the better you’ll become at targeting new opportunities. Invest in a quality contact management software program and good reporting software. Slice and dice your marketing data until you know it inside out.
Once you start solidifying your brand identity and recognizing the types of marketing strategies that work best, you’ll become more confident about how to spend your promotional dollars. It’s a process, but one that starts with a solid foundation of understanding your market and defining your brand.