5 Factors that must be part of your small business marketing strategy
When a person can’t understand something, they will make choices based upon the things the do understand. Sometimes those things are not what you want your potential customers to be thinking about.
Here are five factors that must be part of your marketing strategy if you want your prospects to understand and focus on your small business’ marketing message:
Rather than always focusing on innovative marketing strategies, it’s important to always choose a marketing strategy that’s well-thought out. Strategy is what ultimately determines the overall measurable success. Without the use of proper marketing strategies, your business won’t experience any type of long-lasting prosperity. With the right strategy in hand, on paper, and in action, businesses of all types, sizes, and locations will experience the necessary success in order to hold a place in today’s competitive market. Don’t fly by the seat of your pants. Create a marketing calendar for your activities. Even if your marketing strategy is simply a list of tactics, it’s better than only working on marketing when you think of it or feel like it - a common mistake for most small business owners.
What you offer is of prime importance, of course, but it’s the features, advantages and benefits – the FABs — of your product or service that count more. Most audience segments are eager to know about the benefits they’ll get by buying your particular product or using your services. You need to focus your key marketing messages on the benefits your offer provides, not the features of your products or services if you want prospects to be interested in what you have to offer.
Channel and Audience
The way you choose to reach your audience can really make a difference as well. Every marketing communication medium has its own strengths and weaknesses. We’re all getting marketing messages constantly, so deciding which channel to use should be based more on the nature of the products and the target market than the cost of the tactic. For example, if the target market is local, current customers, it makes sense to use Google My Business, social media, email, and maybe even direct mail rather than TV and newspaper. The right channel choice ensures extensive reach and conversation among those you want to get your message.
As in so many endeavors, timing is of prime importance. That’s true with small business marketing too. The time of the year you choose to promote your products and services, the timing between your promotions and the timing of your follow-up are all relevant to your results. When you have an opportunity to do something, act quickly before you lose your chance.