In today’s current economic climate, acquiring new customers and retaining old ones presents a whole new set of challenges for small business owners. Today, customers are putting their limited dollars behind products they know and trust. Gone are the days when newspaper and window marketing was enough to get someone through the doors of your small business.
We’ve entered an era where personal connections and interactive marketing are key to small business success. In today’s small business world, you need to employ marketing tactics that bring your customers into direct contact with what you sell in a way that is positive, memorable and connects you to them on an emotional level.
Yes, despite all the changes in the ways consumers access and share information, the essence of marketing remains the same. Great marketers understand their customers’ needs and develop a plan to address those needs.
Below are some key marketing tips for small business owners:
Know Your Customer
When it comes to your customers, target marketing is essential. Only a select segment of the population is likely to purchase your products or service. By taking time to craft your sales pitch and marketing efforts to the right niche market, you’ll spend your marketing $$ and time in the most productive way.
Network
Get out from behind your desk and attend events in your area. Go to Chamber of Commerce meetings, entrepreneur group meetings, and other organizational meetings that will be attracting your “ideal” customer. Get business cards. Then phone and email your new contacts to follow up. If they can’t use your services, ask them if they know someone who can and get their contact information. Nobody likes being solicited, but lots of people enjoy giving recommendations to friends and acquaintances.
Create Good Materials
Build useful takeaways. These are the types of materials that recipients keep because they have value. At the very least, be sure your material includes your name, phone number, email address and website information. Remember that customers need to hear your marketing messages at least 7 times to influence a buying decision. Stay on budget and use multiple vehicles for delivery – from direct mail to public relations to man-on-the-street marketing.
Create joint-ventures
Find colleagues and other local businesses that compliment yours and do joint promotions. This will help reduce your marketing costs and allow you to tap into a database of potential customers you may have not reached otherwise.
