Are you seeing the results you need with your small business marketing? If you want success with business marketing, you have to make a commitment to the process. The most important factors for success are consistency with message design and delivery, and finding the right place to reach your audience.
Often small business owners seek immediate results, and are disappointed when this isn’t the reality. This is sometimes referred to as reaction marketing, where we get into reactive mode based on our business performance. We see businesses, especially newly established businesses, become overzealous in there marketing efforts when times are slow and then ignore marketing efforts when business is busy. It’s during the slow times when small business owners go to extremes with social media posts, random internet ads, coupon deals, and email blasts. Unfortunately, they see little results for their efforts and become very discouraged. The process of effectively marketing a business can take months, but the results are sustainable and compound over time.
So, what strategy will work best for your business? The one you can commit to.
- Set your long-term and short-term goals.
- Commit to making an investment in marketing. This is a long-term investment in your business that will produce consistent results over time.
- Define your audience and identify the proper channels for reaching the audience.
- Focus on marketing every single day. Create a plan that allows you to deliver your message across appropriate channels every day.
- Evaluate results weekly, and if needed, make changes to those tactics that are producing results.
Defining your target audience is key, especially for developing the marketing message. When creating marketing messages, it’s important to identify the audience’s greatest needs and wants, and with our message share exactly how our business helps meet those needs and wants. Then, we take this message and deliver it to the audience across multiple channels, because people don’t typically make buying decisions instantly. Distributing your message broadly across channels helps to strengthen the brand recall for your audience, so when they are ready to make a purchase, your brand is top of mind.
In the marketing plan, when laying out the message delivery strategy, tailor the messages to fit each individual channel, so that the marketing doesn’t interrupt the audience and isn’t viewed as intrusive. Instead of shouting an advertisement at the audience, we share a story and tap into emotions.
Commitment and consistency will produce the greatest results.
When following the steps outline above, business can expect to see results within six to twelve months after plan implementation. In addition to your marketing strategy, other factors come into play such as the competitiveness of the industry, your price point within the industry, and the demand for your product or service. When these factors are in alignment and your business is competitive in the marketplace, the marketing strategy can do its magic.