A few weeks ago, I asked a group of small business owners "What are the marketing issues that you would most like some help with?" One issue that drew a lot of discussion was "How do I develop a marketing program that I (the small business owner) can implement within my time and budget constraints?"
Although the people I spoke with didn't use the word "program" (they used words like "process," "system," and "plan") What they were asking for was a way to select one or two marketing activities that they could do in a consistent, systematic way in order to attract more customers.
A number of the small business owners I spoke with had previously worked for large companies or organizations; organizations that had well-developed marketing planning processes and practices already in place. They thought their marketing plans should resemble those of their former employers...just scaled down.
Forget it. If you're a solopreneur or own a very small business (less than $500,000 annually), you do not own a "small, big company." You own a small business and the practices that work for a large business will not work for you: even scaled way down.
Don't make things more complicated for yourself than necessary. Following is a simple five-step marketing plan that is easy to implement and best of all--it works!
1. Pick one way to reach out to your customers and your prospective customers.
By "way" I mean a marketing activity such as: presenting to professional and service organizations, submitting articles to print and online magazines, writing a newsletter or ezine, creating a referral program, and so on.
There are hundreds of activities you can employ. The trick is to choose ONE that you genuinely enjoy doing. If you don't enjoy the activity, this approach won't work.
2. Commit to mastering the one activity you chose in step 1 for a period of three to six months. Mastering means not only that you have knowledge and skills but that you can adapt them to many different situations.
3. Commit to fully leveraging this activity to make the very most of every contact. Ways to more fully leverage an activity can include:
-- Put your contact information on the signature that goes out with your email. Include your tagline, slogan, or other short phrases that you want people to associate with you.
-- If you send a periodic newsletter or ezine and include an article or promotion that requests action on the part of the reader (for example, "call me for more information") tell your reader how to get in touch. For example, "call me at 202-556-1800" or "send an email to moreinfo@cutyourcosts.com ."
-- Follow-up, follow-up, follow-up. You'll stand out in the eyes of others by sending a hand-written thank-you note, emailing an article that might be of interest, sending a subscription invitation or an invitation to your next presentation.
4. Stick to it for three- to six-months. Why 3 - 6 months? Because the effects of marketing are cumulative. It typically takes 7 or more impressions to establish the familiarity and credibility necessary for people to make a first time purchase.
Step 4 can be incredibly challenging for entrepreneurs who are typically doing what they do because they like being able to quickly respond to opportunities. Still, 3-6 months isn't a very long time in the context of how we, as human beings, develop trusting relationships. Your investment in time and energy will more than pay off in the flow of customers that come as a result.
5. Create a system so that the activity becomes relatively automated. Once you are clear with what works and what doesn't work, consider automating or outsourcing the activity. For example, broadcast services allow you to create auto-responders, periodic mailings, and manage subscriptions lists. You can write (or have someone else write) content and it will be sent automatically to your audience. Or outsource the activity by hiring a virtual assistant to schedule speaking engagements, handle follow-up, and maintain your website.
Once you've systematized an activity, you can add a new activity to your marketing plan. For example, once you have mastered networking events, you can put a customer referral program in place.
The point is to add activities slowly so that you're not overwhelmed by what to do when and that you can take advantage of the inevitable synergies that occur (in other words, your activities should enhance and reinforce each other -- your website should support your speaking engagements and vice-versa).
Copyright: Copyright c 2006-2008 Judy Murdoch
About the Author:| 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 |
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