- Develop a focused reason as to why a potential customer would choose your business
- Identify who your target customer is
- Identify competitors who share your target customers
- Write down why your customer should choose your business over the competitors
Develop a reason as to why a prospective customer should choose you
What is the value of your product to the customer you intend to sell it to? What desire does the product fulfill? By answering these questions, you will be able to better identify what plan will best suit your needs as a small business owner. By asking these questions you can determine what kinds of customers you expect to have and why exactly they are buying from you. A streamlined marketing plan needs the answer to both of these in order to succeed.
Find out whom you will have to compete against
Keep your friends close and your enemies—or in this case, competitors—closer. Knowing who you have to go up against is one of the most important factors that will play into what decisions you make regarding your marketing strategy for your small business. In order to have a marketing plan that fits your business, you will have to see what other businesses are offering similar products or services. What do you have that they don’t? Capitalizing on what makes your business more innovative or affordable can give you the edge you need over your competitors.
By the end of this process, make sure you can, in one simple declarative sentence, state how your brand can beat its competitors and satisfy your target customers.
Blending different marketing channels to create a strategy
Companies need to be able to incorporate multiple marketing channels in order to be successful in today’s marketing climate. Some of the most important and accessible marketing channels that are currently available include:
Social Media Marketing
Social media has quickly become one of the most important marketing channels that businesses can make use of. Marketing on social media can be a very simple way to access your target customers once they have been identified. Although social media can seem overwhelming at first to many small business owners, it does not have to be so difficult since new companies and services are appearing each day. Small businesses that don’t take advantage of what Facebook, Twitter, Google+, LinkedIn and other networks provide them are missing out. The channels can allow a small business owner to get to know their target customers and where they spend their time, then set up a strategy that focuses on those channels.
Email marketing has proven to be an effective way for small businesses to reach out to their customers. It provides small businesses a direct line of communication with their existing customer base, allowing owners to notify their consumers of promotional campaigns and update them with newsletters. Optimize the effectiveness of your emails by segmenting your customer base. By separating your market into groups based on their needs and/or interests will help you create a more personalized approach that will prevent your emails from being ignored and your decrease the likelihood of your customers unsubscribing. Though email marketing is an older marketing strategy it is important to know how to make the most of this valuable marketing technique.
One of the reasons why mobile marketing is so effective for small businesses lays in the way the consumer receives the information they’re given. Consumers can choose to receive push notifications, almost demanding their attention. For this reason it is important to focus on the quality of the content when using mobile marketing versus the quantity. The customer can choose when to view these notifications and is reminded of them until they’re viewed, so it is almost guaranteed the information a small business is sending out will be viewed by its recipient. For more information and free advice contact us and sign up for our free newsletter.