Giving out your business card is marketing

When working with small business owners I often find that there is a perception of marketing as being shrouded in mystery and written in uncrackable code. As with all aspects of business, there is certainly some skill involved but it can be learnt.

Marketing in some form is essential for all businesses, especially for small business and start-ups. Marketing has many aspects, some simple and some complex. It may include handing out business cards, flyers or brochures, mailing out prospectuses, letterbox drops, tele-marketing, hiring mailing or emailing lists and sending offers, advertising, etc. It may include a number of these elements combined.

I can understand the resistance to, and even fear of, marketing from small business owners. Often the owner is a technician, practitioner, a specialist in their field, and marketing is not that field. So firstly, be easy on yourself, and know that marketing is just something that you need to learn. Start with the basics, keep it simple and learn as you go.

Know that you will have to market your business

Marketing will increase turnover/clients/sales etc. You will need to do it.

Prepare your mind, be open and willing to learn

Read books, articles and magazines. Ask for help from successful people. Take a short course. Hire a marketing person. Hire a trainer. Search the net. Find what suits you and your business.

Have a marketing budget

Allocate funds to marketing, 10% of turnover roughly. Measure all marketing activities in dollars. There are ways of marketing with minimal/no funding also.

Market to existing clients first

It is cheaper to increase sales from existing clients, than to find new ones.

Do more of what is working now

You probably know how you attract clients currently, do more of the same. Get it into a system and streamline it so that it is easily duplicated, measured and expanded. Then you can move onto another marketing tactic.

If it fails, try again

Everyone has had a stinker campaign. Learn from it and move on. Check what you have done right and what you could improve upon and try again.

Start Now!

The next article will look at branding for small business; the consistency of your business look, feel and message.

About the Author

Cath Zeltner has had many years experience in small business. Her company - Marketing Made Easy - provides tailored training - without the jargon - designed for small budgets and big results.

For an obligation-free chat, call Cath on 02 9331 8227 or send an email.

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