Marketing Tips

I’ve had numerous businesses throughout my lifetime. I considered each closing a failure and a learning experience. There’s something inside me that will not let me go of the dream of being self-employed. I have decided that while I’m waiting for my next try at self employment I would share with you what I have learned from each adventure.

Marketing and Networking:

Marketing is about communicating with clients about the value and distinct advantages that your business offers. Without communicating those customers do not know you exist. Understanding that you must communicate with your prospective and current clients are very important, how you communicate to them is even more important. It is about getting and keeping customers for life.

Remember your business name announces who you are. A memorable logo reestablishes your name and brand recognition. Use your logo on all your materials; website, boxes & bags, business card, postcards, brochures etc.

Keep in mind that you have to understand your customer’s needs and develop a plan around those needs. Do not copy what another business is doing without knowing what the results of their marketing plan produces. Market yourself. Test different strategies to see what works for you. Of course if it works, use it.

Develop a mailing list, by joining the Chamber of Commerce, collecting business cards and getting involved in community affairs. Review, develop and update your plan. Test what works. Results are the final determination of what works and what doesn't. Most small businesses have a limited marketing budget. That only means your have to think creatively and create a well rounded program.

Send a postcard with a good ad (brief) to your target market. If you decide to create a brochure team up with another business and include their card or insert and they agree to do the same for you. Enclose an ad or flyer in all your outgoing mail. And the internet is great way to communicate what your business does by considering an email newsletter sent to people who visit your website. Don’t forget to code your ads so that you can track the response or simply ask the customer how they hear about your business. Host events, (spoken word, book clubs etc), if it’s a seminar, (based on your space availability) limit attendance and charge a fee which will give the impression of value. Is there a concert in your area? Sell those tickets, or do outreach for a non profit in your area and distribute their material.

Testing will keep you in business longer because you will not continue to waste time with strategies that do not work.

Begin a file for merchandising (advertising) and marketing (networking) ideas and take some seminars and classes. Also develop a data base of customers.

You will know what works for your business by doing it yourself, testing it, and by making small improvements to it until it works consistently for you. Good luck!