KEEP IT SIMPLE
Small business owners have much to offer, both in their products and services. Armed with this array of products and services the feeling is that success will certainly come their way. Too many times I hear “everyone needs something that I have to offer.” Their marketing is aimed at anyone that will listen, thus lacking the basic marketing concept of “focus”.Unless you have unlimited funds to spend on marketing and can direct sufficient assets to each of your offerings, you may have to reevaluate your strategy.
Select the product or service that you feel is the key to your business. In considering which product/service to select, make sure that it is one that your target market is more likely to purchase.
This is where you establish yourself and your brand. This is where you gain a following and create trust and credibility. Hopefully this is also the “low hanging fruit” as far as revenue is concerned.
Create a simple marketing plan which includes both online and personal marketing material. Your Vision and your WHY should be interwoven into everything you print, put on line and in your in person presentations. That requires also knowing your value proposition to share with your target market.
The next part is to identify where your target market is “hiding”. Spreading a wide net with the hope of catching a few minnows won’t work. Answer the following questions:
- Where is your customer today?
- Where is he located?
- Where does he go for networking?
- Who are his trusted advisors?
- Who else is marketing to the same target?
- What strategic alliances can be formed to support each other in reaching the market?
- What professional publications and associations exist that your market may be participating in?
These are just ideas to get you to do more planning. I recommend working with a mentor to help you solidify your plans and also to hold you accountable for its implementation.
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Tips & Advice by Nick Petra, CFP – Founder of Strategic Duck and BizQuack
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