Top 7 Things You Have to Know to Market and Grow Your Small Business Effectively
Top 7 Things You Have to Know to Market and Grow Your Small Business Effectively
That means you’re going to have to do some marketing and/or advertising.
Sadly, most of the entrepreneurs I've run into spend almost all their time and energy creating, and then working in, their business. To the point that they forget to even think about growing it until after they get established and realize people aren’t just rolling through their doors or making the phone ring off the hook.
Then, when the do decide to start marketing they don’t know what to do. So they waste tons of time and money on tactics and materials that don’t create results. Something you probably can’t afford.
With the economy on the downslide, and people tightening their purse strings, making sure your marketing is effective becomes even more important. Because suddenly you aren't just up against your competitors…You also have to convince people to spend their hard-earned cash at all.
And just running an ad here or there, throwing up a brochure Website, or sending out an occasional postcard or letter isn't going to do it. If you want your marketing to get results (IE leads, sales, new clients, etc.) you have to think it through and plan it out. Then market on a consistent basis.
Otherwise you'll just end up flushing hours and dollars down the toilet, getting frustrated, and possibly even closing your doors (Ahhh!). To help you out, here's...
7 Things You Have to Know to Market and Grow Your Small Business Effectively
1) Your Target Market
So many entrepreneurs go out in to the world trying to sell to everyone and anyone who might buy what they're selling. But this is an expensive and ineffective way to market a business.
It's like cold-calling by starting with the 'A's in the phone book. Most of the folks you call either aren't going to be interested, willing, or able to buy your product or service. Instead you need to focus on the people who most want what you sell, and have the ability to buy.
2) What They Care About
Everyone has different wants, needs, goals, pains and problems. And we’re all looking for solutions to help us fix a problem, achieve a goal, or meet a need. So once you know who is most likely to buy what you are selling, you need to understand why they would want to.
Once you understand how your products and services can help them, you can speak directly to what matters most to them (instead of what you think is most important). And you can create headlines that grab their attention, ads that make them want to know more, and offers they can't refuse.
3) Your USP
USP stands for Unique Selling Proposition. This is what makes your business, products, services or results different from the competition. And it has to make what you offer seem so different its clear prospects can only get this from you.
Think of it this way…If you don't give people a good reason to buy from you instead of the guy down the street, they probably won't.
4) The Benefits
Most business owners focus their marketing on selling the features of their product or service (the size, shape, speed, power, time commitment, process, etc). But they forget to explain why they prospect should care.
It's easy to think everyone can see exactly why what you are selling is so great. But oftentimes they can't. And you can't expect anyone to take the time to think it through.
Rather than saying: "This computer has a dual core processor" (which means nothing to the average consumer)...Say "The lightening fast dual core processor lets you run more programs and applications at the same time without crashing your computer. So you save time and reduce the frustration that goes with losing files."
5) The Purpose of the Piece
It's not enough use marketing and advertising just to let people know about your business or what you're selling. You need to know what each piece of marketing should do...And what the reader should do after reading it. Only then can you create a compelling "call to action" (“Call A to get B”, “Click here to learn more” etc.) telling them exactly what to do next.
This is key, because if you don't tell them what to do next, there's no telling what they might do. They might answer the phone, click away from your site, or go fold laundry instead of buying, calling you, or signing up for your free report online.
6) What Happens Next
Very few things can be sold effectively to all people on the first shot. Studies show people have to see your name, ad or promotion a minimum of 7 times just to notice it. Then likely another 7 or more times before they take action (assuming they're even interested in what you're selling in the first place).
Why? Because these days we are bombarded with information. Not only that, people are skeptical. So you have to get in front of them over and over to establish familiarity, then rapport, then desire, then trust, and finally get them to take action (which may not even be making a purchase).
This means you need to know what should happen next in the sales cycle to keep people moving down the path towards buying. Otherwise they probably won't.
7) How to Get Your Message Read—and Responded to
How much junk mail or email do you get that you never even open? And even when you do open it, how much of it do you actually read?
What about Websites? How often do you go to a Website then click away because you can't find what you're looking for quickly and easily?
One of the biggest problems small business owners have with promoting their products and services is their marketing materials don't get read. And even when they do get read, the reader doesn't get what you do or offer, what makes it so great, and why they need it NOW.
This is usually because you try to write it yourself (and writing copy is completely different from how most of us were taught to write in school). Or you hire the wrong person to write it for you.
You see, there are lots of people who hang out their shingle as a copywriter, but couldn’t sell their way out of a paper bag. And even a great writer can’t help you make sales if you don't know enough about your target market, USP, the purpose of the piece, etc. to give them the info they need to do the job.
So spend some time focusing on these 7 things and incorporating into all the marketing you do. If you do it right, and you have something of value to sell, your marketing is sure to start drawing new customers to your business like bees to honey.
Top 7 Things You Have to Know to Market and Grow Your Small Business Effectively - To learn more about this author, visit Stacy Karacostas's Website.
Like this article? Share it with your friends
Is word of mouth and referrals enough to grow your business, especially with the economy headed south? My experience working with hundreds of small business owners has shown that while you might get by for awhile solely on referrals and word of mouth, typically that’s not going to be enough over the long haul.
That means you’re going to have to do some marketing and/or advertising.
Sadly, most of the entrepreneurs I've run into spend almost all their time and energy creating, and then working in, their business. To the point that they forget to even think about growing it until after they get established and realize people aren’t just rolling through their doors or making the phone ring off the hook.
Then, when the do decide to start marketing they don’t know what to do. So they waste tons of time and money on tactics and materials that don’t create results. Something you probably can’t afford.
With the economy on the downslide, and people tightening their purse strings, making sure your marketing is effective becomes even more important. Because suddenly you aren't just up against your competitors…You also have to convince people to spend their hard-earned cash at all.
And just running an ad here or there, throwing up a brochure Website, or sending out an occasional postcard or letter isn't going to do it. If you want your marketing to get results (IE leads, sales, new clients, etc.) you have to think it through and plan it out. Then market on a consistent basis.
Otherwise you'll just end up flushing hours and dollars down the toilet, getting frustrated, and possibly even closing your doors (Ahhh!). To help you out, here's...
7 Things You Have to Know to Market and Grow Your Small Business Effectively
1) Your Target Market
So many entrepreneurs go out in to the world trying to sell to everyone and anyone who might buy what they're selling. But this is an expensive and ineffective way to market a business.
It's like cold-calling by starting with the 'A's in the phone book. Most of the folks you call either aren't going to be interested, willing, or able to buy your product or service. Instead you need to focus on the people who most want what you sell, and have the ability to buy.
2) What They Care About
Everyone has different wants, needs, goals, pains and problems. And we’re all looking for solutions to help us fix a problem, achieve a goal, or meet a need. So once you know who is most likely to buy what you are selling, you need to understand why they would want to.
Once you understand how your products and services can help them, you can speak directly to what matters most to them (instead of what you think is most important). And you can create headlines that grab their attention, ads that make them want to know more, and offers they can't refuse.
3) Your USP
USP stands for Unique Selling Proposition. This is what makes your business, products, services or results different from the competition. And it has to make what you offer seem so different its clear prospects can only get this from you.
Think of it this way…If you don't give people a good reason to buy from you instead of the guy down the street, they probably won't.
4) The Benefits
Most business owners focus their marketing on selling the features of their product or service (the size, shape, speed, power, time commitment, process, etc). But they forget to explain why they prospect should care.
It's easy to think everyone can see exactly why what you are selling is so great. But oftentimes they can't. And you can't expect anyone to take the time to think it through.
Rather than saying: "This computer has a dual core processor" (which means nothing to the average consumer)...Say "The lightening fast dual core processor lets you run more programs and applications at the same time without crashing your computer. So you save time and reduce the frustration that goes with losing files."
5) The Purpose of the Piece
It's not enough use marketing and advertising just to let people know about your business or what you're selling. You need to know what each piece of marketing should do...And what the reader should do after reading it. Only then can you create a compelling "call to action" (“Call A to get B”, “Click here to learn more” etc.) telling them exactly what to do next.
This is key, because if you don't tell them what to do next, there's no telling what they might do. They might answer the phone, click away from your site, or go fold laundry instead of buying, calling you, or signing up for your free report online.
6) What Happens Next
Very few things can be sold effectively to all people on the first shot. Studies show people have to see your name, ad or promotion a minimum of 7 times just to notice it. Then likely another 7 or more times before they take action (assuming they're even interested in what you're selling in the first place).
Why? Because these days we are bombarded with information. Not only that, people are skeptical. So you have to get in front of them over and over to establish familiarity, then rapport, then desire, then trust, and finally get them to take action (which may not even be making a purchase).
This means you need to know what should happen next in the sales cycle to keep people moving down the path towards buying. Otherwise they probably won't.
7) How to Get Your Message Read—and Responded to
How much junk mail or email do you get that you never even open? And even when you do open it, how much of it do you actually read?
What about Websites? How often do you go to a Website then click away because you can't find what you're looking for quickly and easily?
One of the biggest problems small business owners have with promoting their products and services is their marketing materials don't get read. And even when they do get read, the reader doesn't get what you do or offer, what makes it so great, and why they need it NOW.
This is usually because you try to write it yourself (and writing copy is completely different from how most of us were taught to write in school). Or you hire the wrong person to write it for you.
You see, there are lots of people who hang out their shingle as a copywriter, but couldn’t sell their way out of a paper bag. And even a great writer can’t help you make sales if you don't know enough about your target market, USP, the purpose of the piece, etc. to give them the info they need to do the job.
So spend some time focusing on these 7 things and incorporating into all the marketing you do. If you do it right, and you have something of value to sell, your marketing is sure to start drawing new customers to your business like bees to honey.
Top 7 Things You Have to Know to Market and Grow Your Small Business Effectively - To learn more about this author, visit Stacy Karacostas's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
|||
Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
|||
Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
|||
John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
|||
John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
|||
David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
|||
Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
|||
Casey GollanCasey Gollan, Business Coaching & Mentoring Programs. Add $1 Million to $10 Million in the next 1 to 3 years. Since 1996 Casey has to added hundreds of millions of dollars to businesses. Watch a free video see client results Business Coaching website. - Visit Casey Gollan's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Stacy's articles
 |
|
Marketing Junkie - Offers tips and strategies on how to market your small business.
|
|
 |
 |
|
Stacy Karacostas Video - Stacy Karacostas brings you another free small business marketing tip. This time Stacy shares important statistics on marketing through a recession or poor economy, and a few more reasons to keep your marketing machine cranking no matter what!
|
|
|
 | |||||||
|
 | ||
|
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Basic SEO Guide Law of Attraction 11 Ways to Build Business Ideal Website Template How To Select Keywords |
|
 | ||
 |
Fortune Hunters
CBC Entrepreneur TV | |
 |
Top 50 Diversion Blogs
Top Diversion Blogs of 2009 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||||
| ||||||||||||
|
|
||||||||||||