Top 7 Ways To Market Your Small Business
By: John Kerr
There are countless ways to market a
business, but small businesses have the unique challenge of
establishing themselves among both large and small competitors, usually
with limited resources. Small businesses can make a lasting impression
with current and potential customers by implementing a strategic yet
simple marketing plan that includes the following components.
- Positioning: The first and most important step in your
marketing campaign is determining what your product or service does and
for whom it is best suited. To position your product or service
correctly, you will have the greatest chance for success when you:
- Identify your competitors.
- Determine how your competitors are perceived and
evaluated.
- Determine your competitors' position.
- Analyze your potential customers' habits, lifestyles
and motivations.
- Position your product or service to fill a need that
your competitors
have not identified or served as well as you can.
- Image: A sharp and consistent image is one of the
characteristics separating successful and unsuccessful companies. By
creating a favorable emotional response in your clients' or customers'
minds, your image can lend credibility, set you apart from others and
give your company a polished, professional look.
- Targeting: Targeting your market and understanding your
potential customers is one of the most important aspects of keeping
your business alive. Defining your audience is the first step, but you
must also determine the best communication strategies to reach your
audience. Focus on getting to know your customers and tailoring your
messages to fit their needs and interests.
- Promotions: The foundation of a powerful promotion lies in
understanding what your customers want. A proven promotions tactic is
promising and delivering something beneficial to your customers, such
as a gift, savings, useful information or any other advantage that fits
the image and style of your company. To increase the impact of your
promotions even further, don't forget to consider what your competition
is doing, the timeliness of your offer and the image you've created for
your company.
- Frequency: Marketing experts believe that to be effective,
your message needs to be seen at least three times. The first exposure
tells prospective customers who you are and what you're offering; the
second exposure lets them analyze the benefits of your product or
service; and the third message becomes a reminder to call, to order or
to visit your business.
- Communication: The greatest challenge for most companies is
not whether to communicate, but determining what to say and how to say
it. In any written communication, begin with a strong statement to
focus your readers' attention. Keep your message clear and
straightforward. Most importantly, emphasize how your product or
service can help solve your customers' problems or improve their lives.
- Service: When asked the most important characteristics of
quality service, customers consistently list reliability, courtesy and
promptness. Never overlook an opportunity to let your customers know
you appreciate them. High quality customer service is one of the most
cost effective ways to retain regular customers and attract new ones.
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John Kerr, managing director for
PaperDirect, has more than 16 years of management experience. He is
responsible for strategic direction and implementation of all programs
within PaperDirect. www.paperdirect.com
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