Most small businesses owners complain “Nobody knows who I am or what I do!” of course the cause of that problem is “They don’t tell anyone!” Even if they are marketing their business – they’re not doing it effectively. They forget who their customer is (target market) and give little consideration to how to reach them. Most small business owners market haphazardly, going in a million directions and failing to create a targeted marketing strategy.
Just like Letterman – I’ve created a list of Top Ten Small Business Marketing Mistakes:
- A different logo, look and tagline with every promotional piece.
- Believing one or two print ads will give a business instant success.
- Not hiring professionals to do a professional job.
- Forgetting to make the most of a first impression.
- Not understanding, defining or remembering your target market.
- Creating a marketing plan but never looking at it or implementing it.
- Neglecting to track marketing dollars – return on investment.
- Ineffective use of time and money with networking and charitable giving.
- Selling features not solutions, benefits and value to the customer.
- Not reserving their domain/URL.
This was a guest post by Kimberly Dawson of Blue Banana Marketing, Ontario, Canada. Kimberly helps small business cut through the confusion amassed by so many marketing options. She helps entrepreneurs better understand and reach their target markets by the more effective utilization of limited marketing dollars.
This blog is about business opportunities and ideas that I spot, think of or hear about and think are useful and interesting. It is intended to provide ideas and inspriation for you to help you find the right business idea for you to then grow it into a successful business.
Some of these things may be expensive in the beginning, but I believe in doing research into the best value for money and getting experts to help you. There are so many crass websites and naff publicity material done on a home printer with no marketing knowledge, all creating unfavourable first impressions. Start with a slick, professional look and you’re half way there. Concentrate on your customers’ benefits, research into your target market and offer incentives to gain a long term relationship with your prospectives.
Absolutely and these days a slick professional look doesn’t exactly cost much so there’s absolutely no excuse not to get things done professionally.
Exactly, especially when it’s done right from the outset (after careful research and thought). The answer is to look before you jump, not barge in like a bull in a china shop.
Spend time on the internet wilfing to find out what’s out there, read blogs and sign up to a few newsletters for ideas, take advantage of all the freebie stuff that’s available, and get as much information under your belt as possible before you start.
People who say “I must have a website NOW” because that is what is expected learn to rue their mistakes later. The same happens when they get 10,000 leaflets printed that haven’t been properly proofed, copy-written or sufficiently aimed towards their target market.
John, many of your points can be summed up by saying that marketing is a process, not an event. Small businesses tend to want to “try something,” see if it works this month, if not, let’s try something else next month. But marketing is courtship and not a one night stand.
Jay,
I agree wholeheartedly. I can’t take credit for the article however as it was a guest post.
Thank you very much for your post. We have included it in our current Carnival of Small Business Issues - Ed #25 — Mary S. for fcon21.biz