I haven’t met a small business owner who isn’t obsessed with the term “marketing strategy” – and if they’re not, chances are they won’t be small business owners for long. Do you have a good marketing strategy? Follow along as I layout the key components to a successful marketing strategy.
The first thing I do when I sit down with a client is ask them “who is your target customer?” Whenever a small business owner looks back at me and says “everyone” – I die a little inside. No, no, no and lots more no – you don’t/can’t/won’t target “everyone.” Who is your perfect customer? The age, location, gender and interests of your clientele all play a huge role in defining your target customer.
My second question to new clients is “what are you currently doing to raise awareness of your brand/company?” Some will answer with “nothing.” I have to remind them, they’re not Kevin Costner in Field of Dreams and if you only build it, they will not come. You need multiple ways to communicate to your customers – radio, social, digital, tv, etc., all need to be looked at and investigated.
What makes you stand-out from your competitors? And don’t even think about answering that question by bashing your competition – nothing turns a new customer off more than small business mudslinging. Your customer will hear what your competitor doesn’t do and not what you do.
We’ve discussed your target customer, the importance of raising awareness and why you stand out from the other guy (or gal) – now it’s time to put all that into action! This is the fun part....activities. You need to inform your target audience about the advantages of your business through a series of activities that include advertising, online presence, seminars, webinars, promotions, giveaways, interviews, and other smart ways of using media.
There are no shortcuts to achieving the ultimate goals of your business through a proper marketing strategy. If you need help, I’m always here for you – call me at 315.258.8780 or firstname.lastname@example.org – and please, please, please don’t answer “everyone” when I ask who your target customer is.