Small Business Marketing Ideas

In the average small business there is often confusion between the meaning of sales and marketing. Because small businesses usually do not employ a large number of people both functions may be given to the same person without the distinction between the two being clear.

Marketing is, in essence, the things you do to bring your company and its services to the attention of potential customers

Customers will not come knocking on your door, no matter how fabulous your product is, you need to go out there and find them. This is marketing which must, of course, proceed sales, which is the process of 'closing the deal' once you have the potential client's interest.

Sales will involve person-to-person interaction whereas marketing tends to be a more 'remote' process, broadcasting your message to many in the hope that some will be attracted to your product or service.

With limited resources most small business need to balance the two. There is no point in producing lots of leads from effective marketing if you are then unable to follow-up and produce an actual sale.

Marketing can be broken down into advertising, public relations, branding, viral, and direct mail.

Some basic, low cost marketing ideas.

The cost of marketing is important to small businesses as it is a 'fuzzy' area into which huge amounts of cash can be poured if your campaign is not focussed enough. Fortunately, there are many ways to market without spending big money.

Your website & the Internet

Your website is often the first port-of-call for prospective clients, whether they find you in a search engine or have seen your advertising in print. Most people will now instinctively pop along to the company website and the impression it gives is vital. No business can do without a web presence these days, but the number of appalling websites is still huge.

1) Make it look professional: which means a good design, a minimum of clunky text, moving banners, flashing and blinking objects etc. Pack it with good and interesting information about your business and update it regularly.

2) Start a Blog: blogs are an easy way of adding content. Once a staff member has an account he can add material without being a web wizard. Google LOVES blogs and adding regular content to one will rocket your website up the search engine results.

3) Send out a newsletter: Starting an email newsletter is a cheap and effective way of keeping in touch with clients and contacts.

4) Be a YouTube contributor: Video is the latest 'must have' for business marketing on the Internet. Use your creativity and the free software available (Windows Live Movie Maker). It doesn't have to be a major movie production. I have produce many 1 minute videos using just images and text, which have been picked up by dozens of video sites.

Other Small Business Marketing Ideas

Although the Web is important don't forget the real world! Marketing is about connecting to people and presenting yourself in the best possible light.

Answering the phone: make sure your staff have an attractive phone answering manner. It's often the first real personal contact a client has with your company and a grunting, timid or baffled voice at the end of the line does nothing to promote your business in a positive way.

Make sure you have good customer service: So many of us have had terrible experiences with companies, especially large ones, that receiving positive and helpful service will be a big deal for most of your clients and will elevate you above your competition.

Use your local Media: Radio station and newspapers are always on the look-out for interesting content. Stage an event, support a charity, have a competition, do a publicity stunt, send out press releases which connect your business to a national or local news story; the list is endless.

Put up your Prices: This may seem crazy but putting up your prices will give the impression you are a professional and quality provider. The cheapskate clients, always looking for the lowest prices, are often the most trouble to deal with and you may be able to afford to lose them and concentrate on your serious, premium clients who will pay more for a job well done.