How to create your small business marketing strategy

How to create your small business marketing strategy

In one moment, I’ll tell you how to create your small business marketing strategy. But first, let me ask why you need a marketing strategy in a small business? Isn’t strategy something that only big businesses do?

Well kinda… Or rather, it’s only big businesses that actually talk about strategy. It’s normally something that’s put together at a high level and then forced upon the “little people” further  down the organisation.
But small businesses need a strategy too. Why? Simply because in a small business we have limited marketing resources – both money and time are limited. Without a though-out and written down strategy, we can be tempted to chase every new shiny object that comes along. We’ll hear or read about how the latest new social media is the place to be… Or that someone is getting loads of business with Google. Or the Golden Pages rep calls us up and tells you about the great deal he can do for you….

Without a defined marketing strategy to follow – we can easily become advertising victims!

Creating a marketing strategy may seem like over-kill for your business – but t will help you to attract the type of customers that you want. It helps keep you focused and doing only the type of work that you want. And it will help make you more money – which is the most important…

Now I’m gonna tell you how to create your small business marketing strategy.

There’s three simple steps to follow.
1. Define your ideal client or customer.

This means you need to think about how your best customers have been in the past. Those who were the easiest people to work with. Those who didn’t haggle on price. those who paid on time. Those who referred you to their friends, family and colleagues.
This is the general criteria for an ideal customer.

2. Create a marketing message that will attract the attention of your ideal customer.

This is not about being the cheapest guy around. The whole purpose of creating a marketing strategy is that it automatically makes your business more profitable and less stressful. the alternative is serving customers who are a pain, and working for low prices. I hope this is an incentive for you to do this bit of thinking…
Think about the best customers you’ve had. What was most important to them? What did they value most? What could you say that would appeal to them?

3. Decide how best to get your newly created marketing message in front of your ideal customers.

Part of the process of defining your ideal customer should have got you to think about how your past customers have found you. did they see your advert somewhere? Did they find your website? Were they referred to you? Was it a flyer that got their attention? This is probably something that you haven’t given much thought to before. But doing it now will save you lots of time, money and more importantly, bring you more customers.

Now this is a high level guide on how to create your small business marketing strategy. There is obviously a bit of work to be done to create this and a bit of thinking. the more effort you put in to doing this – the more you will benefit. You’ll attract better customer, more customers and make more money. You’ll also have a business that’s more fun and less stressful.

If you think that this is all a bit daunting or troublesome – fear not. We run a workshop for all our new members on this very subject. The good news is that by the time you leave the workshop, you’ll have your strategy more or less completed.

If you’re interested in learning more, contact Adrian at Adrian@FMBIreland.com or finn out the contact form, and I’ll be happy to help or point you to some free resources that will get you started.

How to create your small business marketing strategy

Why your business needs a website

Why does your business need a website?

Once upon a time business owners were led to believe that all they had to do was put a simple site on the internet and the phone would start to ring! Oh, to be back in those days again!

But life isn’t that simple anymore – hasn’t been for a long time. So what’s so special about a website for business?

It always surprises me that there are still so many small businesses that don’t yet have a website. Why is that? Is it because the owners think that it’s an expensive luxury? Most builders and tradespeople still think that it’s too complicated to have…

https://youtu.be/4AQAa8YRoCE

Maybe at one time that idea could have been justified, but not now.

Regardless of your business, its got to be a necessity – unless your business is in MLM or it’s just a little sideline hobby…

No doubt, someone will prove me wrong – or try to, just to make a point. But realistically it’s nigh on impossible to grow a business in any meaningful way these days without a good website.

Okay, so back to my initial point. Won’t any old website do the job? Most businesses that have a site rely on a brochure type website. Its basically an online version of the paper brochure that you have have in a drawer in your office.

Here’s who we are, here’s what we do and you can contact us if you like on this hotmail account and this is my number in case you want to call me! Oh, and thanks for visiting our site!

It’s a pretty common structure, fairly basic format. It’s better than no site, but its to be though of as entry level.

Consider your business from the customers point of view for a moment… If you will, you’ll soon realise that you need a website for business!

There was a time when the customer picked your number from the yellow pages/ golden pages phone book – or your website. They would call you up with a few questions and ask you to send them “something out” by post or email.

Today, the customer has most of their research done on line before they ever pick up the phone, or email you. They have most of the answers to the questions that they’d though of.

By the time they contact you, its just a matter of who has the best price – and that usually means the lowest price. That is unless, you educate them in advance on why you are the only choice, that you are different than the competition – you are the trusted expert!

So how do you do that? Well your website is the starting point. first impressions count as they say – and i’m not referring to the nice photos that your web designer tell you about or their award winning graphics! That doesn’t matter. It might matter to them – but not to you or your customers.

It’s the content on your site that will make the difference. For two reasons mainly – but there are more. The main reasons are (a) to educate and inform your prospective customer, and (b) to make Google your best friend.

Any why do you need Google on your side? Thats a question for another days work…

Ahhh… I think that’s enough to think about for now. don’t you?

By the way, we’ve got a great deal with one of our suppliers for our members who want to build a website for the first time, or want to replace their old, out of date site. Just ask us about the websites for builders discount. It’s a voucher worth €225 for the month of February.

Are you in Prison? Small Business Marketing is the way to escape!

Hi there business owners,

In case you are wondering – I’m not referring to Mountjoy or Portlaoise….

Many small business owners are trapped in a prison of their own making. Sounds dramatic?? Well, unfortunately it’s all to true.

For many, there may be a sense of hopelessness about their business. That no matter how hard they work, the results they get are – at best nothing to get excited about – or at worst on a downward spiral… Why s this? Well, most small businesses don’t have a plan… A small business marketing plan! And why would they – sure marketing is only for big businesses – with big budgets for advertising….

That’s a big assumption that most business owners make – and a very wrong one. You see, marketing is everything that you do in your business to attract your ideal customers – and almost as crucial – to repel those customers who are not the type of business that you want to be working with.

And it’s not all about advertising either – nor about big budgets.  Smart marketing is about identifying who your ideal customers is, and about where you will find them. Its about targeting you limited resources at these ideal customers in a laser focused manner and having them respond to you. Effective marketing can be done on a tiny budget – and some of it on no budget at all.

 

The best part about our type of marketing is that most business owners are too comfortable in their current (prison like) situation to make any changes – or their too lazy… This means that for those businesses who do implement some smart marketing tactics – the rewards can be great. And the more marketing that you implement – the greater the rewards and success.

Small business marketing is our passion here at FMB Ireland. gone are the days of relying on a few old fashioned stickers from the Guild to bring in business. We don’t even go down the sticker route – because we know that your customers – or at least those who matter – are smart enough that they won’t fall for the van sticker.

 

You need to be doing a combination of on-line and offline marketing, using genuine testimonials, making use of the grey matter between your ears to differentiate yourself and your business. Small business marketing and working smarter on your business (not in it) will pay handsome rewards. Devising a smart marketing plan and then implementing it will bring greater business success that you can even guess. Why – because you can bet that your competition won’t do it.

Someone at one of my training sessions a few weeks ago, gave me the nickname – “Action Jackson” not because my name is anything remotely like that – but because of my continuous focus on taking action to differentiate and implement. I suppose that I do preach it a bit – but I also walk the talk.

 

If you feel helpless and hopeless about your business prospects – you are trapped in your own prison! Only you can break free from it. You can’t rely on anyone else to change your circumstances.  You have to grow your business yourself and learn to make more sales.

Every week, prospective members ask me – What can your membership do to bring me more business? and my answer is always going to be the same. We will give you the tools to learn how to get good and marketing an sales. we will teach you how to attract more customers. We’ll help to motivate and cajole you into action. But it’s up to you to take the action that will change your fortunes. You are solely responsible for your own fate.

If you want more from your business and your life – you have to take action.  Take responsibility for your own success. Take control of your own life and do something different to grow your business.

Until the next time, have a great day.

Adrian