It is not uncommon for entrepreneurs to find the whole idea of ​​marketing

intimidating. Even seasoned business owners often feel that their marketing

efforts are not working.

Don’t let the marketing intimidate you. In essence, it is not much more

that common sense – the key elements that make up your plan. add some

creativity. This is what you will use to implement your plan and get it done

work. That is the basis of marketing. Pretty simple once you break it down

below.

Let’s do a quick summary. There are some key questions you should

answer in advance.

1. Is there a market for your product/service?

If the answer is no, go back to the drawing board. Start again. Because

no matter how good you think your product is, if nobody needs/wants/buys it, you don’t have a business.

2. Can you make a profit?

Have you done the numerical calculation to ensure profitability? if not, go

back and work your numbers. Find out how much you need to charge

earn your profit on every item or service you sell. look what

the competition is charging. Being online, but not necessarily being the

the cheapest. Your products may command higher rates (better ingredients,

packaging, snobbish attractive attractive). Or you can choose to be the bass

price leader, but you will need more volume than you would in the high tier

end. In any case, do your homework.

3. Can you survive?

Do you have the resources to help you get your business started?

to show a profit? If not, you may need to keep your day job and do this.

initially part-time.

Once you have answered these questions, you are ready to proceed.

The plan

You have determined that you have a product or service that is

merchantable. Now you need a plan.

Depending on your budget and/or experience level, it can be as simple

such as a Guerrilla Marketing Plan – or a more detailed plan prepared by

someone who specializes in this area.

Basically, your plan will cover the following:

o Indicate your goal or objectives

o Defining your target market

o An overview of the competition

o Defining your niche or what differentiates you from the competition

o Develop a strategy to achieve your goals

o Evaluate the various marketing tools and decide what you will use/

when

o Prepare a timeline with goals written in

o Review your budget

A detailed list, elaborating on the above items, can be found at the end

of this article. You will see that most of these questions are actually based

in common sense, nothing more.

Stock

I was going to call this section “The Execution” but decided I had a

negative ring to it.

Actually, this is where creativity comes into play. And this is where you

You may want to call an outside resource (or two) to help you out.

You can’t start a business without business cards and stationery (well

you can, but don’t). If your marketing plan requires a logo and identity

development – and you’re not a creative – find yourself a designer.

Interview a few freelance designers to see if their style fits what you

you want for your identity – and also if their rates fit your budget. or you can

want to find a design or marketing company that specializes in working with

smaller companies.

A marketing company will be able to help you with all your marketing, not

logo design and development only, so that may make the most sense.

Whichever route you decide to take, make sure you are comfortable with

the people who will be in charge of your business. If you don’t feel well, it’s

It isn’t. Keep watching. There are a lot of companies and freelancers around.

Don’t settle.

Make sure your logo and business cards truly reflect your company’s image.

unique identity. The goal is not to look like others.

promote, promote, promote

Networking is probably the most important marketing strategy of the entrepreneur.

tool. So get out there and network. Take your business cards with you (always!).

Join a networking group, or two or three. Join the chambers of commerce.

Wait events. Look for associations relevant to your industry. Make a

List all the places your target market might be, and go there.

Where is your website?

Today, most companies have websites (mine is coming soon…). to website

can serve as an online brochure, an unfortunate fact for printing companies,

an advantage for small businesses with limited budgets. It also gives you a

Unlimited geographic reach and the ability to update 24/7.

If you go for a website, make sure it presents the image you want for

your company. Unless you’re an expert in web design, get a

professional to handle this. Nothing will send leads

running as fast as a bad website. Think about what you do when

you are online

Your website must be:

o Well designed

o Clean and tidy (ie easy on flash if you must include it)

o Easy to use: easy to navigate, quick to download (not everyone has a dsl line)

o Well written (written for the web, not for print, and free of typos)

o Informational and/or newsworthy

You want visitors to bookmark your site and return often

o Optimized for search engines

Most of your visitors will come from search engines or links:

Your pages should be planned so that search engines will find them.

It may be helpful to put together a list of the sites you have visited and really like.

Use them as a template for your own website and don’t get sidetracked.

followed by a lot of irrelevant glitz. In fact, you may want to also compile a

list of disliked sites. Show them to her web developer so she can

understand what you want.

What about traditional marketing material?

brochures

Ideally, you should have printed marketing materials and a website.

Your printed brochure is used as “leave behind” or mailing. take it when

make sales calls or attend events. Mail it with cover letters to

potential customers. Ask your colleagues to distribute them along with their

marketing elements.

But if you can only do one, go for the website. whatever you do, do it

make sure anything with your business name on it is well designed and

well written.

Direct mail

Along with networking, direct mail is one of the most effective and affordable methods.

marketing tools in the small business marketing toolbox. it is not only

highly targeted, but affordable enough to allow

promotion.

Use direct mail to:

o Introduction of new products or services.

or special offers

o Sale Announcements

o Drive traffic to your website

In addition to traditional direct mail, consider direct email. Recent

studies show that it is on the verge of overtaking direct for most American companies.

Newsletters or sales letters, particularly created in html, can be a

extremely effective way to keep in touch with existing and/or potential

customers. Just be sure to include “opt out” at the bottom to

people who don’t want to be on your email list.

Other marketing tools

For the sake of time and brevity, let’s list some other marketing tools

you may want to consider when planning your assault:

or advertising

public relations

or talks

or trade shows

or newsletters

frills

or cousins

door hangers

Depending on your product or service, the list is quite extensive.

Fortunately, it’s just a buffet that you can choose from.

Evaluate everything and decide what will work best within your budget.

Try and try some more. If one tool doesn’t work, try another.

And don’t expect to be successful the first time. May – may not.

Like all good things, building (or growing) a business is a process. Tea

The dotcom crash should have taught us all that overnight successes are not

necessarily durable. The goal is to reach your key audience as

in the most effective and efficient way possible. And to grow a successful (ie.

profitable business.

Copyright © 2002 Rickey Gold and Associates