The Most Burning Question I Get Is...
What Is The Best Marketing For My Business ?
I will answer that question in a moment.
First, let’s look at the broad definition of business marketing.
Marketing your product or service is simply any and all acts of promotion.
It is the lifeblood of your business. Without marketing, nothing would be sold, no service provided.
Anything from a television ad to a conversation at the checkout counter of your local supermarket.
Marketing is the overview of how you let prospective customers and clients know about your product or service.
Many confuse marketing with advertising.
Actually, advertising is a form of marketing. A part of an overall strategy to market your business.
Just one tool in your marketing tool belt.
Business marketing strategies set the course for your customer journey.
From the first discovery steps to the decision to say “YES.”
Understanding your solution to potential customers problems is your first step in creating a marketing strategy.
Next, you need to know who is it that has a need or problem that you can solve.
Now, how do you let them know you can solve their problems?
Your business marketing strategy also includes when will they buy your product or need your service.
This is determined by the type of product or service you offer.
Is it something they want to have but don’t really need to have?
Is it something they need to have but can take time to decide before buying?
Or is it something they have to have right now?
Each of these call for a different strategy in marketing.
Let me give you some examples:
Sally saw an ad for a new car. Sally doesn’t need a new car, her “old” car is only 5 years old and it runs fine. Her mechanic says she should be able to drive it for many years to come. She doesn’t need it, but she wants it.
Bob has noticed his neighbors have been painting their houses and thinks that his house could use a face-lift as well. He knows that paint is showing signs of wear, and will soon require some work before it starts to crack and peel. He needs to have his house painted, but can take some time to check out his options before making a decision.
Fred gets a call from his daughter. The air conditioning has stopped working at their house. It’s Thursday and they have relatives coming into town on Friday for the weekend. The weatherman says it’s going to be hot and sticky, so Fred needs help right now.
These three will spend money on the product or service, but at different times.
Your marketing strategy should include options for each of these scenarios.
Every buyer is different and has different problems or needs.
If Sally just got a big bonus from her work, she may buy that new car this weekend.
If Bob is trying to sell his house, he may want it painted before he lists it on the market.
If Fred had done maintenance on his air conditioner, he wouldn’t be scrambling to find a repair company.
A good marketing strategy will help to even out the cash flow roller coaster many businesses deal with.
Your small business marketing strategy should include:
Knowing who your prospects are. This is your target market. There are many ways to refine your market using analytics, demographics, past customer information, and questionnaires.
How you will find prospects. This should include all forms of finding prospects. Your website, flyers, Social Media, paid advertising, local events, etc.
What stage of the buying process they are in. Where are they in the buying journey? Are they just discovering you? Are they investigating? Are they ready to say “YES?” This will determine what part of the message you deliver to them.
What message will you say to prospects. As mentioned above, the buyers journey is exactly what it seems. A journey. Your responsibility is to guide them along the journey to say YES. Here, timing of the message is vital.
Incentives to guide the prospect to action. Do not think this means a discount or sale. People buy based on emotion and justify based on rational reasoning. You must connect their emotion to reasoning along their journey.
Following up with prospects. There are many methods of following up with prospects. Email, text messages, direct mail, phone calls. Without a method and strategy for follow up, you will constantly pay for the beginning of their journey.
Tracking results. You are investing your money to reach prospects. As with any investment, you should know what return your money is getting. If you are not measuring results, then why are you spending money?
And much more…
There is a science to marketing.
Done properly, it can take a ho-hum business and turn it into a market leader.
Do it wrong and it will drain the resources (money and time) from a good business and create an endless loop of struggling to survive.
So now I will answer your most burning question…
What is the best small business marketing?
Answer… the one that works for you.
There is no one best way of marketing, all marketing works if done correctly.
Some will work better for you than others.
Only when you begin to measure your efforts and track the results will you find the right strategy for you.
You can learn how to control your marketing and your business growth in easy to understand steps.