Small Business Marketing: Give Your Business The Kickstart It Deserves!
We asked Linda for some of the secrets of successful small business marketers.
They are customer focused not product focused.
Its easy to get carried away with our product; after all its what we know best. But great marketing usually comes from asking how can I tailor the product to the customer? and not just trying to build a better product for the sake of it. Most business owners are very product focused in the startup phase, so if you are in a business that is less than two years old double check that you havent lost sight of what your customer needs and wants.
Successful businesses dont try to be all things to all people.
Businesses that survive and thrive target specific markets that are profitable, desirable and relatively easy to reach. They spend time analyzing their existing client base and the market around them to find out which clients groups are a good match for their business. They then tailor everything from the color of their walls to the words they use in proposals to appeal to their target clients. This can be a scary move for some business owners as no one likes to think they might be turning away business. But by targeting specific types of customer you can easily increase your profits.
They understand the true value of their existing customers
At any given time the people most likely to buy from you are your existing customers. After all they know you, trust you and like you. Instead of only chasing around after new customers switched on business owners focus on their existing clients. They market specifically to this group. They aim to increase average spend and number of visits using everything from target mail campaigns and frequent user rewards to VIP cards and special events.
They see competition as a challenge not a catastrophe!
Its tempting when you face stiff competition to throw your hands in the air and give up. Quite often competition can be a good opportunity to take a reality check. Successful businesses facing competition strengthen their range of products, improve their customer service and beef up their visibility with extra signage or advertising. Most importantly they dont resort to discounts or copying the newcomer.
Lindas book Kickstart Marketing introduces you to a marketing system that has been developed specifically for small business. Apart from lots of practical, inexpensive marketing ideas she shares her expertise with some tricks of the trade and has included lots of real life examples showing how business owners have coped with marketing challenges.
They are customer focused not product focused.
Its easy to get carried away with our product; after all its what we know best. But great marketing usually comes from asking how can I tailor the product to the customer? and not just trying to build a better product for the sake of it. Most business owners are very product focused in the startup phase, so if you are in a business that is less than two years old double check that you havent lost sight of what your customer needs and wants.
Successful businesses dont try to be all things to all people.
Businesses that survive and thrive target specific markets that are profitable, desirable and relatively easy to reach. They spend time analyzing their existing client base and the market around them to find out which clients groups are a good match for their business. They then tailor everything from the color of their walls to the words they use in proposals to appeal to their target clients. This can be a scary move for some business owners as no one likes to think they might be turning away business. But by targeting specific types of customer you can easily increase your profits.
They understand the true value of their existing customers
At any given time the people most likely to buy from you are your existing customers. After all they know you, trust you and like you. Instead of only chasing around after new customers switched on business owners focus on their existing clients. They market specifically to this group. They aim to increase average spend and number of visits using everything from target mail campaigns and frequent user rewards to VIP cards and special events.
They see competition as a challenge not a catastrophe!
Its tempting when you face stiff competition to throw your hands in the air and give up. Quite often competition can be a good opportunity to take a reality check. Successful businesses facing competition strengthen their range of products, improve their customer service and beef up their visibility with extra signage or advertising. Most importantly they dont resort to discounts or copying the newcomer.
Lindas book Kickstart Marketing introduces you to a marketing system that has been developed specifically for small business. Apart from lots of practical, inexpensive marketing ideas she shares her expertise with some tricks of the trade and has included lots of real life examples showing how business owners have coped with marketing challenges.
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