Small Business Marketing Tips
For Big Results!

Don't underestimate the power of these foundational small business marketing tips to help build a successful business. Rooted in common sense, these strategic tips are basic to any business, yet are often overlooked for more “sophisticated” — or costly — solutions.

Although not arranged in order of importance, the first small business marketing tip definitely should be front and center as you think about all your marketing activities.

Tip No. 1: Use common sense.

As you research small business marketing tips or strategies, and plan your marketing activities, keep in mind that common sense should prevail. A creative idea that worked great for a pet store may not make work for your pottery business or nonprofit organization.

Want to see this concept of choosing the right idea come to life? View this health-food store example (opens in a new window) and see its struggle to become “visible” to potential customers. The owner used common sense, instead of her checkbook, to plan a marketing activity that drew in targeted customers.

Also, visit Marketing Ideas Advisor's Home Page, which focuses on choosing the right marketing ideas for maximum results.

Tip No. 2: If you don't have a Unique Selling Proposition (USP) — get one!

Competition is fierce. And most of us are not blessed with a one-of-a-kind product or service that will give us a lock on the market. Yet… we must stand out.

Don't panic. You don't have to install a neon sign, expand 7,000 square feet or run full-page, color ads.

Sometimes a Unique Selling Proposition is as simple as being so knowledgeable about your product or service that I wouldn't dream of going to anyone else but you. Sometimes it's offering a simple convenience that others don't, like delivery.

What will set you apart?

Here's an example of a neighborhood hardware store that's doing well despite being flanked by “the big boys”: Home Depot® and Lowe's®. Their secret is their USP — several USPs, in fact. View the hardware store example (opens in a new window).

Tip No. 3: Plan to succeed

No… this isn't a suggestion to light incense every morning and start chanting, “I will succeed” (although it wouldn't hurt to send out those positive energies). In this case, it literally means to plan — as in having a Marketing Plan or a Business Plan.

Don't be scared off by the seeming complexity of some marketing plan samples you may have seen. Do be scared by this eye-opening statistic from the government's Small Business Administration:

A Harvard University study showed this correlation between the amount of time spent planning a business and its success:

A Marketing Plan is a vital component of any Business Plan. A Marketing Plan will ask you to create Action Steps, and action means progress!

Marketing Plans vary in complexity. You can see some free simplified plans that can start you on the road to planning, and you can view free comprehensive marketing plan samples that show you how to put your business in context of the big picture, such as your financial situation, your business' strengths and weaknesses, etc. Visit our Marketing Plan Samples page to learn more about marketing planning, and to connect to the marketing plan samples that can help you get started on the path to business success.

Of all the small business marketing tips you'll run across, don't ignore this one: Plan to Succeed.

Tip No. 4: Begin at the end

Begin your marketing plan with your goal in mind

Where do you want to take your business, and, more important, where do you want your business to take you? At the end of it all (that's Your Goal), do you want to:

Be able to earn $80,000 a year in a Net Auction home-business situation within 5 years?
Be the No. 1 provider of whatchamacallits in the county in 3 years?
Build up your current business so gross annual revenue reaches $200,000, then sell it?

Be as specific as possible with your Goal. If you're not, your marketing activities will be unfocused because your Goal is too general.

For example, the first Goal has you doing Internet Auctions from home, and you know how much salary you will need within 5 years time. That's a pretty specific Goal.

Now, your Action Steps (as you'll outline in your Business and Marketing Plans, of course) will have you researching everything you can about doing Net Auctions successfully; checking on shipping options and costs; setting up your home office; applying for a small-business loan; contacting vendors; etc.

Well-defined Goals serve as “encouragement” for you to plan Action Steps that contribute to reaching your Goal, so you're less likely to get distracted with marketing “things” of questionable value.

Begin with the end in mind, and keep your eyes on the prize (your Goal).

Tip No. 5: Customers — get 'em; keep 'em

It's a well-known marketing tenet that the majority of a business' revenue comes from repeat customers.

But don't be tempted to put your feet up on the desk and leave the rest of your business future to those customers. You still have work to do. First, you must…

Capture Them

Before you open the doors to your new business (even your Web site “doors”), be prepared to gather names for a database. If you're already in business, start building (or building up) your database — today!

Collect names, addresses and email addresses.

Why is a database so important? Well, it's how you're going to…

Keep Them

In order to keep your customers coming back, it's vital to keep in touch with them. Staying connected is, in essence, building a relationship — and that's your goal! (Check out Small Business Marketing Strategies for more about the importance of relationships for small businesses.)

Send your customers invitations to your Grand Reopening or Customer Appreciation Night, survey them — whatever you can do to make them feel special and “engaged” with you. A great way to keep that connection with your target markets is via an online newsletter (e-zine), where you have the opportunity to dazzle them with free information, and, of course, announcements of your special sales, new products, discounts, coupons, etc.

Tip No. 6: Make your advertising work for you

Is your advertising working? If your answer is “No,” then your next step is easy. If it's “I don't know,” then... well, it's still easy, because either way, you should: Stop throwing your money away immediately and reevaluate your advertising strategy before you spend another dime.

There are volumes written about effective advertising. Educate yourself. Then do the kind of advertising that gets you measurable results.

Let's highlight some of the key points in advertising:

People buy products and services from people they trust. You trust that the big super center will have the lowest prices, will stand by their products and will give you a refund if those products prove unsatisfactory. It's a done deal. As a small-business person, you may need to work harder to have people:
- Get to know you
- Trust that your product or service is worth the price you're asking
- Decide that your product or service is what they need or want
Help them, don't sell them. Give them good information that helps establish your credibility. Offer a 100% money-back guarantee. Offer a sample. Offer delivery. Help them make the decision.
If you're going to run ads, make sure the main focus is on benefits to the consumer: “Cut your lawn-mowing time in half!” speaks to their need to save time doing chores. While “We've got 20 different styles of riding mowers!” focuses on your inventory. Remember, it's all about them, not you.
Don't make people take extra steps for information they want right now. “Call for more information” is an ineffective call to action. To the consumer, it conjures up images of being trapped in a sales pitch.
Be specific about the action step you want them to take: “Buy before Dec. 15 and save 15%.”
Experiment with design: For example, reverses (white type on black background) can be eye-catching, but don't use it for small type. Words, or a design element that breaks out of a border, is also a pleasant change for the eye.
Build in a measurement technique so that never again will you answer “I don't know” when asked if your advertising is working. For example, if you're including a coupon in newspaper ads, put a different code for each newspaper in which you advertise. That way, you can see which paper is getting you results.

Tip No. 7: Don't pay for publicity when you
can get it free

The avenues for free (and nearly-free) publicity are out there — and there are many.

What will get you more attention and recognition: a paid ad in your daily newspaper announcing the fundraiser for your nonprofit organization, or a newspaper feature story — with photos — about a person in the community who benefited from the good works that your organization does? And all it cost you was a few minutes to write an effective press release, and a follow-up phone call to the reporter, encouraging him or her to do the story.

Don't have a knack for writing press releases? Then just make the call and sell the idea with your enthusiasm.

A Web site is another great cost-effective avenue for getting attention from your target markets. If you're technologically blessed or unafraid of electronic challenges, you can build an effective Web site yourself. Take note of the word, “effective,” otherwise, you could end up with a useless site that doesn't draw traffic — and No Traffic = No Results.

See more about the Internet as a powerful marketing tool in Tip No. 12, and then go to our Create a Profitable Internet Business page for details on the Four-Step Process that will make your Web site get you the results you want. This is something you need to know even if you're having a Web site built for you.

Tip No. 8: Partner up

We see it everywhere: large businesses forming alliances and partnerships in order to increase market share, enhance buying power, or save costs by combining operations.

For example: eBay acquired PayPal, the online payment service. Chrysler merged with Daimler-Benz. And various merchandisers — from electronics to clothing — use the transaction fulfillment services of amazon.com.

Why not you? Joining forces with businesses that complement yours, and drawing on each other's strengths just makes sense — common sense. It helps increase visibility, can add to credibility and can cut costs. And the creative interaction can lead to innovation and ingenuity. Here's an example:

Trippin Travel Agency aligned itself with The Pack Rack, a luggage business a couple of miles away. Trippin gave away Pack Rack's 30% off coupon to anyone who walked into their travel agency. Pack Rack, in turn, displayed Trippin's travel posters on their walls and had a small display rack on their counter for Trippin's brochures. Each of these also aligned themselves with a nearby photo studio that shoots passport photos.

Put on your thinking cap and see which business might be a good fit with yours. Or, you could partner up with a nonprofit organization or other businesses in your shopping plaza.

For online businesses, exchanging links with other Web sites is important if you want to enhance your ranking on search engine results.

Tip No. 9: Scope out your competition

Check out what makes your competition tick. Be a browsing customer or send a friend to scout out the professionalism of their staff, the extent of their services, their return policies or guarantees, etc.

Look around and notice what catches your eye. Then, don't just copy what your competition does — improve on it or give it a different twist. Create your own Unique Selling Proposition to set you apart, as we discussed in Tip No. 2.

Also, take note of any concept that you see in other businesses, not necessarily your competitors'. Could the marketing idea that they use be adaptable to your business? Pay attention to its fit. (Remember in Tip No. 1, where we talked about doing marketing activities that are appropriate to your business?)

If you haven't checked it out already, go to Marketing Ideas Advisor's Home Page for a thorough discussion on choosing the right marketing ideas.

Tip No. 10: Look professional, for credibility's sake

Your outdoor sign, the appearance of your building, the quality of your brochure, the look and navigability of your Web site — all these things contribute to your “identity.” That identity should reflect a professionalism that translates to trust.

For bricks and mortar businesses, it means a pleasant shopping experience for customers, appropriate marketing materials, etc. For Internet businesses, it means an inviting, uncluttered site that's easy to navigate and free of flashes and glitz (unless you're in a business where flash and glitz are the norm, or even expected).

Make the investment of a professional graphic designer if you don't have an eye for design.

Check out this article: “Is Your Business Identity Hurting Your Marketing Strategy?” (opens in a new window) for more identity-building tips.

Tip No. 11: Make sure you measure up

How will you know which marketing activities are working and which are wasting your time and money?

Include in marketing plan details: measure results

You have to be able to Measure Results. How?

Well, let's use a good old-fashioned story problem to illustrate:

If you placed ads in two newspapers, distributed 500 coupon fliers on cars in four different lots and bought radio ad spots that ran for a week, and you got 50 new customers — where did those customers come from?

If 48 of them came in with their coupons, you'd know that the fliers worked and you can save your money on the paid ads. Good. But... which parking lot yielded the best results? Aha! A trick question.

Here's where you could use another measurement device: “Code” your coupons, with either a different number for each parking lot or print them on different colors. Then you'll know which parking lot was the most productive.

Moral of the story: Don't just do marketing “things.” Do things that are worthwhile because they will get you measurable results. And one way to gauge the effectiveness of your marketing activities is to build in measurement techniques wherever possible.

Tip No. 12: Use the power of the Internet — even if you're a local business with local customers

Great news for local businesses: The Internet is at the next evolutionary stage that makes it even more valuable — especially to small businesses: It's going local.

Two major search engines, Google and Yahoo!, are currently testing a “search by location” feature. This will allow searching customers/clients to hone in on your local business. If you're not online soon, you'll be playing catch-up while your competition is locking up your local target markets.

If you're online already, but not drawing traffic, or if you're thinking about getting online, consider this:

If you're hiring someone to build a site for you, make sure it's someone who knows how to write for the Web and how to optimize a site.

See our Create a Profitable Internet Business page for details on the Four-Step Process that will make your Web site get you the results you want.

Things are shaking in the Internet world, and only the most effective sites will be profitable. Make sure yours is among them.

Tip No. 13: Perfect pricing produces profits

Pricing your product or service for maximum profitability should not be a guessing game. It could be the single-most important marketing decision you'll make. You could be losing money by pricing too low; or you could lose sales (and credibility) if your price is out of line (as determined by the customer).

The best price is the most profitable for you and the most reasonable for your customers. Get it right, right from the start. Here's where you can go to get help: Check out this free, downloadable e-book, The Pricing Masters Course

Learn what it takes to determine your most profitable price.

Tip No. 14: Make marketing a forever thing

Look at marketing as a routine part of your business operation, not as an occasional event. It is that important. To be effective in raising awareness of your product or service, thoughts of marketing should be integrated into every business decision you make because…

That's a broad reach, and it ranges from communicating with your target markets to writing an effective press release. It includes advertising and logos. It means that you pay attention to your store's layout as well as your Web site's navigability.

You get the picture. In order to keep your business or organization in your customers' minds, you must keep marketing in your mind — constantly and consistently.

An ad campaign “blowout” once a year won't do it. You need to keep your current customers/clients engaged with you through ongoing marketing activities, incentives, events or publicity, while you're cultivating new customers at the same time.

How do you do all that? Read on.

Tip No. 15: Educate yourself

These small business marketing tips are just the tip of the iceberg.

This site has plenty more profit-driven ideas, marketing strategies and solutions on every page and at every link. We invite you to stay and browse.

Stay in the loop for new marketing ideas

In addition, check at your library, on the Internet and bookstores for other information you may need, like quantified research, consumer psychological profiles, studies on buying habits, etc.

You can also make connections with other business owners and share information.

Check out our Free Courses and Learning Tools if you're interested in finding out more about building an effective Web site or starting an Internet business. These free courses and e-books will give you more ideas on what works successfully on the Internet.

This could be the spark that you've been waiting for to enter the fast-growing world of successful e-commerce. And this is an easy, comfortable and safe way to explore new streams of income and home-based businesses. Opportunities on the Internet are limitless, so check it out. No catch.

For your convenience, here's a list of the previously mentioned links:

Marketing Ideas Advisor Home Page
See how choosing the right marketing idea will get you the results you need. This page is your gateway to Reality Marketing: ideas, examples, strategies and solutions for on- and offline small businesses and busy self-marketers.

Marketing Plan Samples
Planning is simply the bedrock of any business or marketing strategy. See FREE Marketing Plan Samples — from the very simple to comprehensive — and start planning your business success.

Small Business Marketing Strategies
Focus on communicating effectively and building relationships with your clients, and learn how to apply these concepts to your business.

Create a Profitable Internet Business
To make a Web site work harder for you, it must draw targeted traffic, satisfy the searcher's need for information, meet search engine criteria for a high ranking and give you the results you want. Find out how the Four-Step Process can do all that.

Free Courses and Learning Tools
Take advantage of these free downloadable courses and learning tools to: Explore Internet business opportunities; find out how to price your product to sell; learn to write Web copy that sells; create and sell your own InfoProduct (e-book) online, and much more.

The Pricing Masters Course
Download this free e-book course to learn about one of the most important elements for any business: pricing.

Hardware Store Example(opens in new window)
How a Unique Selling Proposition helps a neighborhood hardware store hold its own in a market dominated by Home Depot® and Lowe's®.

Health Food Store Example (opens in new window)
How to choose a marketing idea that's a good fit for your business or organization.

Coming soon:

Don't Pay for Publicity — Get It Free!
Do you have a small advertising budget but big publicity needs? The answer to good visibility in the marketplace is not simply advertising or an occasional press release. Learn to tap your creativity — not your checkbook — and you'll: