Many small business owners I talk to always seem to be playing catch up when it comes to their marketing.
Last week when I told a small business owner that she was doing a good job with her marketing, she replied “Oh, but I have so much to do!” in an apologetic tone.
So I asked her, “What is it that you have to do?”
“Well,” she said, “I need to redo my website, write a new brochure, update my Facebook page, and call clients whom I haven’t seen for a while.
“I’m also wondering, do I need to get a Twitter account and do I need to have a blog AND a website?”
Listening to her I felt sad. I mean who the heck laid down these requirements that a small business has to have so much in place so fast?
=== It Wasn’t Always This Way
100 years ago: before there were computers or radio or TV or desktop publishing, the requirements for being ready for business were simple and concrete.
For example, let’s say you’re newly arrived in Denver, CO around 1890. At this time, the American West is still pretty wild and there are thousands of people traveling west who need to supplies and gear for their trek through the mountains
You decide you’re going to open a dry goods store and sell supplies to all these aspiring miners and ranchers.
To have your business up and running you need:
Assuming you had the above along with a strong work ethic, some organization skills, and a grasp of accounting and inventory management, you had a good chance of succeeding.
I’m not saying this was easy. However the steps and the order in which you took the steps was clear cut and definite.
=== Nowadays
In our brave new world of the Internet and the ability to connect with buyers around the world, it has become possible to start a business with little more than a good idea, a computer, and an Internet connection.
The promise is that anyone can set up everything they need for a successful business in a matter of weeks.
And that’s the problem.
Because on the one hand, it’s true: within a week you could have your
set up and ready for business.
And this is what is so horribly overwhelming for small business owners. It seems like you should have all these things set up and if you don’t, you’re somehow doing it wrong.
=== The Answer: Four Foundational Marketing Elements
This brings us back to the original topic: what marketing tools and structures do you really need in place so that your business grows at a healthy pace?
Here are four foundational marketing elements that every business needs to have in place:
1. You need a clear definition of who you’re serving and the problem you’re helping them with.
2. You need a way for strangers to find out who you are and how you help.
For example, attending networking events, publishing articles, blogging and contributing to discussion forums are all ways to introduce yourself
3. You need a way to stay in touch with people who are interested but not ready to buy.
For example, postcard mailings, newsletters, and ezines are all ways to keep in touch.
4. You need at least one offer so that when people are ready to buy, you’ll know what customer problems your offer addresses, what questions to ask to find out if your offer is right for a prospect, and how to answer prospect questions.
Once you have a good definition of who your ideal customer is, you choose one, maybe two (at the most) activities for each element.
=== Example: Applying the Four Marketing Elements
Marianne is a nutritionist who, until recently, worked for a large university hospital. She’s now in the process of setting up a private practice with the intention to split her time between seeing private patients and teaching classes.
Here is what Marianne has in place for her marketing:
1. Marianne has defined her ideal client as “adults who were recently diagnosed with Type II diabetes and want to find ways to control their blood sugar without using insulin injections.”
Marianne specializes in helping her patients plan and carry out diet and exercise programs that make them less insulin dependent.
2. To meet people who might need her help, Marianne, keeps in contact with local doctors who are likely to make the initial diagnosis.
She also writes tips and how-to articles that she publishes on online article submission sites like Associated Content and Bukisa.
Marianne makes sure that when someone she meets wants to know more, they have the URL to a page on her website so they can subscribe to her newsletter.
3. To keep in touch with people who are interested in what she does but are not yet ready to make an appointment, Marianne writes a bi-monthly newsletter she emails to prospects.
In each newsletter she has a useful tip or how to.
She often uses what she’s written in a newsletter as an submission to article publishing sites.
In this way she gets the most from the articles she writes.
4. Marianne’s practice is relatively new and she has only one offer: individual counseling sessions with patients to help them create and follow diet/exercise plans.
She has one page on her website that covers the main points of her offer and suggest clients either send in a form or call her to set up some time to talk by phone.
Because many of her clients are 65 Marianne has a printed one-page flyer that has the same information as her website page in case a prospective client is uncomfortable with using the Internet.
To summarize, Marianne has set up the following elements to market her practice:
Marianne does not have a Twitter account or a Facebook page or a shopping cart or a blog. She doesn’t do podcasts or make videos to show on YouTube. She could have these things but right now *she doesn’t need to*.
=== Bottom Line
There is a perception among small business owners that they have to set up and implement hundreds of available marketing activities in order to be “doing it right.”
This is because
The key is to know what you and your business need to connect effectively with perspective customers.
Generally you need to set up only one or two activities to get in touch, keep in touch, and sell in order to keep a healthy stream of new customers and revenue coming into your small business.
Author’s Note: This article also published here.
…
Judy Murdoch helps small business owners create low-cost, effective marketing campaigns using word-of-mouth referrals, guerrilla marketing activities, and selected strategic alliances. To download a free copy of the workbook, “Where Does it Hurt? Marketing Solutions to the problems that Drive Your Customers Crazy!” go to http://www.judymurdoch.com/workbook.htm
You can contact Judy at 303-475-2015 or judy@judymurdoch.com
Read more articles written by Judy Murdoch
Related posts:
- Dealing with Uncertainty in Marketing
So often a business owner will say to me that they “hate” marketing. If you are a small business owner who “hates” marketing or even feels a sense of uneasiness when you contemplate marketing for your business, this article is dedicated to you. ====================================== Why Business Owners H8 Marketing ======================================... - Guerrilla Marketing: About Love Not War
About four times a year I fly to Chicago and visit with my extended family which includes catching up with my “Uncle Lou.” Uncle Lou has sold just about everything under the sun at least once during his 50-odd years in sales. He’s funny and street smart and has great... - Beware the Rise of Marketing Immunity
As the owner of a small business, you are, in many ways living in what Charles Dickens called, in his book, A Tale of Two Cities, “the best of times” and “the worst of times.” It’s the best of times because information technology, and the Internet in particular, has in... - Sincerity: the ‘Secret Sauce’ for Effective Marketing
A couple years ago, I was talking with someone who was, for me, a very challenging client. I’m all about cultivating relationships that result in opportunities to sell. This particular client seemed allergic to cultivating relationships for reasons I never really understood. I remember one such meeting, I was trying... - Blog Posts Versus Email – Which is Better for Marketing?
There’s been an interesting discussion going on in a class I’m co-facilitating about the best way to reach customers and prospective customers: Should you post your articles on a blog? Should you email those articles to people who have subscribed to your list? Or something else? ======================================== The Death of... - How Numbers Matter in Marketing
(Note: Actually I was going to title this article, “How to use numbers in marketing without turning into the Robot from Planet X” but that was way too long for an email subject line.) I typically write a lot more about the “human side of marketing,” because I think topics... - Social Marketing: Not Nearly As Awful As I Feared
I have to admit I’ve been slow to jump on board with the whole social marketing trend. After so many years spent in marketing and frequently hearing about the “next big thing”, I’ve come to the decision that all these technologies are simply communication tools for building trusting relationships with... - Marketing that Takes Your Business to the Next Level
During a discussion about small business marketing, one owner asked me “How do you get big?” In other words, what did he need to do with his marketing to take his business to the next level. Great question because the marketing you do to take your business from $0 to... - Introvert Marketing: How Reserved Can Also Mean Revered
When I surveyed more than 300 self-identified introverts, more than 70 percent agreed that it is somewhat important or very important to come across as highly social, easily conversational and maybe even a bit of a show-off to succeed in business. Like many of the other results in the survey,... - How Online Marketing Consultants Can Supercharge Your Sales
Starting out it can all be so overwhelming. But it doesn’t need to be. We have to get our products or services exactly right. Then we have to figure out how to explain them to others through our website. We understand the reasons people should buy what we are selling.... - Marketing to Introverts: Seven Marketing Pitches That Leave Introverts Cold
According to Dr. Marti Olsen Laney, introverts make up roughly 25% of the population. Yet when you look at high-IQ people and high earners, the percentage is far higher. So if you hope to capture the attention and patronage of introverts, it’s vital to downplay or avoid marketing tactics that... - Which Is Better, Affiliate Marketing Or Network Marketing?
Network marketing is often treated as the redheaded stepchild of the “make money online” community… You may be surprised at the number of online publishers and forum communities that prohibit the discussion of MLM and network marketing opportunities… There are two primary reasons why mainstream online marketers do not want... - Don’t Destroy Your Online Marketing Results with Bad Website Design
So, you’ve embarked on a search engine advertising program, maybe even SEO. Whether you’re doing this on your own or using an online marketing consulting firm, there are key points to become aware of. If you miss these, you won’t increase conversions. What good is a Number 1 organic search... - Use Article Marketing To Add Value To Your Product
Article Marketing is a form of advertising that can definitely add value to your product or service. By using articles written about your industry, you can establish yourself as an expert in your field and a trusted resource for your product or service. Article marketing can be equally effective in... - Article Marketing: A Great Strategy To Promote Your Business
Promotion is an important part of any business; you need to let potential customers know about you and your product. Article marketing is a strategy that will increase your exposure to the people who will want to buy your product or service. Articles written about your industry will help to...