Small Business Marketing Tips

When operating a small business, recognizing the key differences between large and small businesses can help you make decisions that are appropriate for your specific business structure, which can be the difference between a thriving business and a struggling one. In particular, effective marketing and advertising techniques can vary greatly between small, mid-sized and large businesses.  What works for mid-sized or large companies may not work for a small business, simply due to lack of financial or other resources necessary to market products and services. For small businesses, one of the most important factors to consider in a marketing campaign is cost. The following tips are inexpensive, yet effective ways for small businesses to market products or services on a large scale.

Pay Attention to Your Customers

While you are trying to gain more customers, do not forget about the customers that you already have. It is much easier to get more business from the customers who already know and trust you than from someone brand new. Take advantage of this by offering special deals to existing customers or releasing information to them before you release it to the general public. One idea is to send regular newsletters to customers by mail or email, keeping them informed on what the company is doing now and in the future. The better you treat your current customers, the more likely they will be to recommend your company to other potential customers.

Partner With Other Small Businesses

Find a non-competing small business serving consumers in your target market and negotiate a joint promotion. Your small business can offer to publicize their products or services to your customers, and in exchange they can publicize your products or services to their customers. For example, if your business is sending out a brochure, you could include a leaflet or business card from the other business and vice versa. This is a great way to reach a whole new audience at a very low cost. 

Use Social Media

Successful businesses of all types are steadily using this effective method for business purposes, especially marketing and advertising. Social media has quickly become one of the easiest and fastest ways to advertise virtually anything. More than 750 million people use Facebook every day, making it the most popular Web site on the Internet. It would be unwise for any company, large or small, not to use social media. By creating profiles on sites like Facebook, Twitter or LinkedIn, you can personify your organization and instantly become more appealing to existing and potential customers and clients. Customers can get updates immediately through the use of these profiles, making them feel more connected with the company. It would also be beneficial to create a blog and be active on other blogs. The more active your business is on social media, the more likely people will remember it. This marketing technique is incredibly useful, and it is free to create most social profiles.

Small Business Tips for Long-Term Success

Building relationships with customers results in security.

The failure rate for small businesses is incredibly high. Many small businesses rely on "good products," "good ideas" or "good services," rather than on proper preparation, business structure, funding and marketing  strategy. While having a sound product and/or service is also a must, a business with a great product or service that is not supported by strong, fundamental business concepts will not be successful in the long run.

• Plan for the worst. Businesses that are prepared for financial and public relations crises can handle them in a proactive, rather than retroactive, fashion, which will be beneficial in the long run.

• Know your strengths and weaknesses. When businesses are aware of their strengths, they can capitalize on them and sell the company better to customers and clients. Additionally, knowing weaknesses is equally important so improvements can be made.

• Build a relationship with your customers or clients. Establishing a relationship with customers and clients is essential. Especially during times of economic hardship, loyal customers help keep businesses afloat.

• Don't try to grow/expand too fast. Growing too fast can also be detrimental for a small businesses. Prior to running a huge advertising campaign (or other marketing tactic), businesses must ensure that they have the man power to support the company's efforts if there is a surge in demand.

• Know your competition. Keeping an eye on competitors is beneficial because businesses can not only see what other businesses are doing successfully, but also what tactics other businesses have tried that have been unsuccessful, so they can avoid going down the same path.

Effectively Utilizing Computer Mediated Communication for Your Business

Knowing when you should make a call versus email is critical.

Computer mediated communication (CMC)—communication through the use of technology, such as text messaging, social media Web sites and so on—enables businesses to easily and quickly distribute messages to the masses. I love technology, and am always the first to purchase little gadgets and software to make business (and life in general) flow a little easier. I do, however, realize that there are certain key aspects that are missing when I choose to send an email to a client rather than picking up my phone and calling; or better yet, meet in person for a face-to-face meeting.

While some experts argue that CMC can sometimes help people develop deeper relationships than that of face-to-face communication, I beg to differ. Face-to-face communication is a complex process, in which physical markers and non-verbal cues greatly affect the receiver’s interpretation of a message—that is what makes it unique. Even when a genuine connection is seemingly made through CMC, that connection can quickly dissolve unless the communicators attempt to transition to face-to-face communication.

The critical error is perceiving one form of communication—either face-to-face or CMC—as “better” or “worse” than the other. In order to truly master effective communication in both face-to-face and CMC situations, we must realize that both serve different purposes and must be treated as such. There is a time and a place for email; situations where video conferencing is appropriate and times when text messaging is OK. Although the three aforementioned forms of communication are CMC, they still are very different—just as when comparing face-to-face and CMC. Methods of communication are vehicles for various messages. Sometimes it is better to take the scenic route on a train (traditional hand-written letter), even though I may be able to get to my destination a little faster on a plane (email); it just depends on the overall experience I wish to get from the communication (and the experience I would like the receiver of the message to have as well).

While technology has made staying in nearly constant contact with customers and clients, as well as potential customers and clients, a breeze, never forget the importance of face-to-face communication. Depending on your type of business, this may be more difficult for some than others. If you sell a product from a physical store, it will be much easier for you to make a connection with customers via face-to-face communication. On the other hand, if you are a business-to-business supply company, or sell services or products via the Internet, you may have to be a little creative. Physical distance can make meeting with clients in person rather difficult. If you are unable to periodically meet with clients in person, video conferencing tools can help you personify your organization and make a true connection with clients—which will inevitably lead to the increased longevity of your business.

J. Mariah Brown is the owner of Writings by Design, LLC. To learn more about how Writings by Design can help your business connect with customers, clients and other key stakeholders, please visit us at www.writingsbydesign.com, email your question to inquiry@writingsbydesign.com or call us at (866) 937-2361.