The Fundamental MUST DO’s of a Small Business Marketing Strategy

The ultimate small business marketing strategy is really no secret if you stick to the fundamentals. As a small business owner, you are constantly being barraged with what someone is telling you is the latest and greatest marketing strategy. Before you waste your time and money on something new, you really need to ask yourself if you are doing the basics well.

Take a moment and remove yourself from your business and think of your business as your athletic team. It’s the beginning of the season and you are psyched about the year ahead. What is the first thing that you are going to do to prepare for the year? Do you start by practicing trick plays? Of course not! You practice the fundamentals.

  • If you’re a baseball team, you practice hitting and fielding.
  • If you’re a football team, you practice blocking, tackling, throwing and running.
  • If you’re a soccer team, you practice kicking and passing.
  • You don’t start running plays until your team is in shape!

Okay, now that practice is over and you have showered and cleaned up, it’s time to get back to your small business marketing strateg!

7 Critical Small Business Marketing Strategy Fundamentals

Is your team (staff) in shape? Do they know the fundamentals? Do you have them practice and rehearse the right way to do serve your customers or do you let them wing it and hope they’ll such a great job that your clients will be magnetically drawn back to your business?

Guess what? If you leave it to chance and assume clients will return, you risk taking your business into the world of mediocre results where you will join the legions of small business owners who are wondering where there next customer is coming from. Don’t leave your success to chance and then grasp for the magic bullet that will save your business. A powerful small business marketing strategy begins with the fundamentals. Here are 7 critical steps to your business success:

  1. Critical Fundamental #1: You must have a Unique Selling Proposition, which answers the question “Why should I do business with you?” Your USP is much more than we give good service or do a good job. Your competitors are saying the same thing. Your USP should have the prospect saying “Oh really? Tell me more!” It helps get your prospect interested in buying from you. Give them a powerful reason to do so.
  2. Critical Fundamental #2: Your business must be living your USP. If you make the claim, play the game by making sure everyone in your company lives the USP. If you claim great customer service but you let your phone ring 10 times before anybody answers it, your are not living a USP founded on customer service. FedEx doesn’t claim packages will usually get there overnight, they get them there overnight. If you make your clients go through 5 phone prompts to place an order, you are failing on a service claim. If your delivery driver doesn’t thank your customer, your competition’s will.
  3. Critical Fundamental #3: You must know the fundamentals of selling. It usually costs a huge amount of money to get a prospect to come to or call your business. Once they are there, doesn’t it make sense that you should have the skills to sell to them and maximize the value of the transaction? You do so by cross-selling and up-selling. Don’t expect the customer to ask for more , you must help them along. Sales training is one of the best investments that you can make in your company. Everybody who comes into contact with a prospect or client should know the basics of selling.
  4. Critical Fundamental #4: This fundamental is one of the most critical and obvious but most overlooked element of a successful small business marketing strategy! You must have a system to capture client and prospect information such as name, address, phone number, email address, buying history, preferences and other information relative to your business. Today’s technology makes that very inexpensive to do. When you have this information, you can develop a close relationship with your clients based on what THEY like.
    1. Here is a real world example: My wife and I eat out at a nice restaurant at least once a week and we like to go to different places. There is only one restaurant in the Cincinnati region that has ever even asked for my name and address. They send us coupons regularly so we eat there regularly. All of the rest are wondering how to get new clients in the door and spend a lot on advertising to get them there. Now that doesn’t make a lot of sense, does it? Why don’t the others ask about me and what I like? It is real easy and inexpensive but most business owners are out of touch when it comes to knowing their clients.
  5. Critical Fundamental #5: You must have a system in place to regularly communicate with your prospects and clients. You should be frequently hitting them with unique offers, birthday cards, newsletters and special customer only specials. Your customers DO WANT TO HEAR FROM YOU!!! The research proves it. If you don’t talk to them, you are communicating an attitude of indifference towards clients and opening the door for your competition to take them away from you.
  6. Critical Fundamental #6: You must leverage your marketing efforts by establishing joint ventures and alliances with other companies who have similar client profiles in a non-competing business.
    1. Look at this scenario: You own a restaurant and have 1,000 clients who know and trust you and like your food and service. The florist down the street also has a 1,000 clients who know and trust her. You approach her with an idea. You will pay for amailing to her list in which she endorses your restaurant and offer a special coupon for a free appetizer to her clients. You mail a similar endorsement for her shop to your list. You will both get a huge infusion of new business. Now doesn’t that make more sense than running an ad on the radio or in the paper?
  7. Critical Fundamental #7: First of all, notice all the above fundamentals don’t ask you to risk money on media advertising and any one of them can easily increase your sales 20% or more. However, if you choose to advertise in the media, TRACK YOUR RESULTS! Don’t fall in the trap of building a brand or getting your name out there. If you are investing in something, know your return on your investment. If you put $5,000 dollars into an investment portfolio, you expect a minimum return and you closely track your results. Do the same thing when you invest in marketing.

You Must Get the Fundamentals in Place
Or You Are Losing Business!

As we discussed earlier, a good small business marketing strategy starts like a sports team does in preseason, by getting back to fundamentals. If you are following these small business marketing strategy fundamentals, you should congratulate yourself because you are one of the few who are getting repeat business, referrals and new customers for a fraction of what the average small business spends to attract a customer.

If you are not doing so, get started. It is a lot easier and less expensive than you think and your returns will be huge and you will literally reap exponential increases in sales.

Using Your Small Business Marketing Tools to Differentiate Your Business

Perhaps the most important quality for your small business marketing materials is that they are different. If you do nothing else right in your small business marketing, at least be different.

Why is differentiation so important? Because, in most industries, there are hundreds – if not thousands or millions – of other businesses that claim to provide the same service or sell the same product as you do. If you don’t differentiate your business from all those others, the chances that you’ll get many customers are pretty slim.

Some common ways to differentiate your business are:

Superior service

Greater product availability

Higher quality

Better performance

Greater durability

Prestige

Technology leadership

Satisfaction guarantee

Lower cost

Faster delivery

More customer support

But even if you are very different than your competitors – you offer superior service, greater durability, or a satisfaction guarantee that beats all others – it won’t matter unless your prospective customers know about it.

That’s where your small business marketing strategy comes in. Businesses have been using their small business marketing strategies to announce how they’re different from their competitors as long as they have been using small business marketing strategies. Think Maxwell House’s “Good to the last drop,” Campbell’s Soup’s “Mmm, mmm good,” or WalMart’s “Always low prices.” Those highly successful taglines not only get prospective customers to remember the company name, but also convey a message about the difference between that company and others.

To make differentiation a part of your small business marketing strategy, you first need to understand your competitors – you can only explain how you’re different from them once you know what they’re like. Learn what your competitors offer, how they differentiate themselves, and – most importantly – what your prospective customers think about them (if you know what qualities your prospective customers see as shortcomings in the other companies in the market, you’ll have a good idea of the market gap you can fill).

Once you’ve decided how you are different from your competitors, you need to tell your prospective customers about it. Building that differentiation into your tagline can be a very effective start. Then include that tagline, along with your logo, on every piece of small business marketing collateral you have. Another small business marketing way to publicize your differences is to write a press release. Explain how you’re filling a need in the market that no other company has filled.

Once you’ve differentiated your company and used your small business marketing tools to publicize your differences, you have to follow through on your promises. If you say that you’re the cheapest – or the highest quality, or the friendliest, or whatever – then you better be just that (nothing turns away a customer like a failed promise).

Choosing the ‘Right’ Programming Language for Your Business Solutions

Most likely there are two reasons why you are reading this article at this moment. Either (1) you are starting a business and looking for the most apt software for the best price that will help you get ahead; or (2) you need to revamp your software and technology to stay ahead in this ultra competitive business world.

There are an endless number of programming languages out there – Is java the best technology for your project or is it .Net, PHP or may be Perl? There are an equal number of databases to choose from – Access, mysql, SQL server or may be Oracle. But the question is – how to choose the ‘Right’ technology which is affordable and can cater to not only your current business needs but to its future requirements as well.

Ideally deciding on the best software programming language for your business solutions, should be a team activity which involves heads of IT and relevant departments and experts from your solution provider. But in case you are a small business owner or just starting-up on your own, evaluating the following factors can help you too, to take the right decision on the technology front.

Key Factors

Budget

The first thing to consider for your business is the costs and the possible return on that investment. Decide the budget based on the return, a product/service is expected to bring. If it’s a product with small shelf life and limited features, you might consider a boxed solution rather than a custom solution. It’s a quick and less expensive way to market. But if this application is the lifeline of your business then you need to evaluate the long-term business requirements and benefits of investing in custom build solution with a high-end technology.

– Choose the right features

What are the features you are looking in your software? What are the shortcomings in your business that can be resolved by having the right system in place? Identify the areas where technology can automate the processes, thereby improving business efficiency and productivity. What features would be required in the long run to accommodate more products or services when your business expands? Discuss these features with your solution provider to decide on a programming language which can handle your business for a long time without being outgrown by it.

– Time to market

If you are developing a time-sensitive product, the most critical factor in its success will be its timely release. It may be your best idea and you may have invested in the best technology, building an error-proof product. But if you are not able to market it at the right time, you may lose to your competition who would have captured the market impulse and brought the product at the right time. Quite possibly, you can lose out on a huge market share. Choosing the programming language which can quickly build the product is the key factor here.

– Scalability requirements

What is the intended life cycle of your product/application? If your business requires it for next 5-10 yrs, there is high probability that you might need to expand its functionality or increase usability. The technology used for such solutions should be scalable and upgradable, with or without vendor involvement. Imagine a situation where you have invested a good amount of money and time in training employees to use a software, which after 2-3 years needs upgradation to meet your business requirements but doesn’t has the capability to do so. Surely, you don’t want to land up in such a situation. So, a golden rule – always clarify with your solution provider about the future business requirements and capabilities of the chosen technology and programming language.

– Application demands

o Performance

If you application sees some peak traffic in certain time of the day which is crucial for your business, then performance is the key factor for your system. It will be important to choose a programming language with ability to handle a large number of simultaneous requests/transactions (supplemented by high-end servers) without affecting the speed and performance of the system.

o Security

If security of your application is of paramount importance, then short-listing a technology with focus on security features is what you need to do. For ex – Java security technology provides a large set of APIs (cryptography, public key infrastructure, secure communication, authentication, access control etc), tools, and security algorithms, mechanisms, and protocols. Zero-in on a programming language which provides the user or administrator with a set of tools to securely manage applications.

o Content change requirements

If your application requires a frequent change in the content or you need to change the look and feel of your website quite frequently, it’s good idea to go for a CMS with features and flexibility to be managed by the system administrator without vendor involvement.

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