Small Business Marketing Foundations

Last week I was with a client who is on the cusp of launching his new business. He wanted to know what the essential building blocks are that need to be in place to get started. And this is what I shared with him....

Point of Difference

Define what is it that you offer your targeted prospects that is different, superior or unique when compared to your competitors. What is the key problem or challenge that your product or service solves and what are the positive outcomes they will enjoy by choosing you? You need to be able to clearly and enticingly articulate this. 

Brand

All enduring and successful products and services have a strong brand - a logo and a promise, a customer experience - why should your small business be any different? It is worthwhile investing in the services of a good graphic designer to help develop your identity. Your logo represents who you are and what you do and is the core of your public business image, so don't compromise. Carry that through in your company stationary as well - great business cards, with comp slips and letterhead.

Website

The cost of entry to the online business community has dropped substantially to the point where you can take your business online to a state, naitonal or worldwide audience for a very reasonable cost. It's true that prospects do a great deal of research online before purchase these days (gone are the days when we let our fingers do the walking), and if you're not there or worse still, if you are, but look less than impressive, your competitors will take the sale. Register your prferred domain name. get a strong website, make sure you have a Content Management System so you can update your own content and then invest some time in understanding Search Engine Optimisation.

Promotional Material  

Quality promotional material not only effectively communicates your company’s message, goods and services it also creates an distinct image of your business in the mind of your prospects. Direct mail, letterbox drops, counter displays at your business or at your strategic alliance partners businesses, distribution at Networking events - there are many opportunities to economically further your reach with promotional materials. Prospects can take a little piece of your business away with them and it might make the difference in enticing them back to you.

Once you have these basic tools in place, you can then turn your attention to proactive marketing - developing the process by which you will attract and retain clients. I'll cover that in my next post so stay tuned!