Small Business Marketing Tips and Ideas

Are you leveraging your two greatest marketing assets?

Most small business owners are very quick to tell me that they are not a marketing and sales person. To which I always reply, "Think again."

If you own and operate your own small business, then you are in marketing. You may not be very good at it or like it very much, but make no mistake - you are in marketing.

So whether you like it or not; feel like you're good at it or not - you need to leverage your two greatest marketing assets.

I tell my marketing clients and those that attend my various marketing presentations all the time that the two greatest assets you posses are your Attitude and Belief. When these are positive and that shows through your marketing and sales efforts, your results will increase dramatically.

Attitude: Be enthusiastic and passionate about your value proposition to the marketplace. You know that what you offer can make a difference and have an impact on your clients. When it comes to your own marketing, if you feel good about yourself and you have self-confidence because you are doing everything for the benefit of your clients, you'll become more attractive to prospective clients.

Belief: You don't have to have a degree in marketing to get great marketing results. But you do have to believe in yourself and your actions. I call it a self-fulfilling prophecy. If you believe that can't do something, you're right - you won't do it. On the other hand, if you believe that you can learn what it takes to get better marketing results you will.

Through persistance and pursuing your business and small business marketing with a positive attitude and belief that you can, sooner or later you'll find what works for you. You'll discover the marketing strategies and tactics that allow you to begin attracting attention and bringing in new clients consistently! I know because it's been happening for me over the past few years.

August 10, 2006 13:29 - Do You Create A Conversation With Your Marketing?

Does your marketing create a conversation with your clients and prospects? Great marketing should do just that.

One of the great marketing mistakes that most small businesses make is that their marketing only tells...

• It tells people what products and services you offer.
  

• It tells people about the history of your company and how experienced you are.
  

• It tells people about your team of experts and how long you've all been in business.

The problem is that telling is not a conversation. The communication is only one way. When your marketing is only telling, your clients and prospects don't ever have a chance to engage.

Imagine trying to develop a friendship with someone where one party or the other is only willing to tell about themselves. It just doesn't work. And so it is with your small business marketing as well.

Creating a conversation with your marketing allows your clients and prospects to engage in the process. Being engaged in the process helps you move them along the path to get to know, like, and trust you.

This concept really applies to all of your marketing efforts. Of course I'm talking about the face-to-face encounter you have with someone at say a Chamber of Commerce networking event. But think about how this applies to your marketing when you can't be there face-to-face. Think about how it applies to your web site, or your direct mail piece, or your sales letter, etc.

One of my core principles of marketing is that people don't like to be sold to. But, people do appreciate help and guidance to make a well informed buying decision. Telling is selling. When your marketing begins to create a conversation, on the other hand, you can engage them to help and guide them to make well informed buying decisions.

There is a fantastic article on my web site from Robert Middleton called The Marketing Conversation. He addresses it from a one-on-one, face-to-face meeting perspective, but the insights you'll gain are worth the reading. Then challenge yourself to figure out how to apply the lesson to your other marketing efforts.

August 14, 2006 08:31 - The Best Way To Sharpen Your Marketing Mind

What do you do to exercise and sharpen your marketing mind?

Marketing is a lot like physical, mental, and spiritual fitness. If you want to be stronger in mind, body, and spirit then you need to practice and exercise. Likewise, if you want to be a stronger marketer, then you need to practice and exercise.

I've been writing regularly for the past two and one-half years. I write my ezine, articles, reports, tip sheets, and last year started blogging.

Still, people keep asking me, "Why do you write so much? What does it do for you and your business?"

There are some clear marketing benefits which should not be overlooked...

• You increase your visibility when you're able to get things you've written in front of your target audience

• You create opportunities to establish your authority and credibility when people read something you wrote

• For my time and money, I'd rather build my brand around being a provider of useful information than wasting my time on a fancy logo and telling people I have fast, friendly, and courteous service

• It provides ideal ways to stay in touch with clients, prospects, and business contacts while continuing to build and deepen relationships

But, in additon to these marketing benefits, I like the practice and exercise. Writing keeps me focused on my marketing. It keeps my focused on what's important to my clients and prospects. It keeps me focused on wanting to constantly learn more and share more with my clients to better help them achieve their objectives.

If you're not writing at least every week, then I recommend you start right now. It'll help you exercise and sharpen your marketing mind. You'll be amazed at the results you'll start to see.

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Take a look at the text of this email I received this past week. Here is a reason why I write.

Hi Kevin!

We publish the Holistic Business Journal. It's a subscription-based, monthly, online business publication. The journal supports the creation and running of holistic businesses such as massage, acupuncture, chiropractic, herbal medicine, etc., as well as entrepreneurs who seek a more "holistic" way of doing business.

Through our membership in Ideamarketers we acquired your article your article "Key Marketing Strategy - You Need To Stay Visible!" and have included in our August issue.

Click here to download the new August issue and see your article in our beautifully formatted ezine! Feel free to share this link with your friends so they can see your article in "print" too! Thank you so very much for your wonderful work. We're proud to include it in our publication!

Thank you!

Patti Pietron & Rena Tucker
Editors, the Holistic Business Journal
"You're too smart to do business the hard way!"
www.holistic-business-journal.com

August 16, 2006 06:40 - Shift Your Focus - Expand Your Circle Of Contacts

Business networking is the number one marketing tool used by small business to try and grow. Unfortunately, it is probably one of the most mis-used marketing tools by small business people.

Stop looking at business networking as an activity to go get new clients. This is the biggest mistake small business owners make. Business networking is a long term, not a short term strategy.

Those people that go to networking events and pass out business cards like candy looking to pick up another client or two are usually disappointed. The secret to building your business through networking is to focus on continually expanding your circles of contacts.

We all have various circles of contacts that we mix with and within every day. You have clients, vendors, co-workers, friends, alumni groups, church groups, parents of your children's classmates, etc., etc. All of these are circles of contacts that represent some value to you.

When you go to networking events and focus on making great connections, you expand your circles of contacts. If you focus not what you can get from those contacts, but what value you can add or create for them, you will ultimately win. Let me borrow a phrase from Zig Ziglar - "If you help enough people get what they want out of life, you'll get everything you want in life."

Focus on making great connections and then providing value to those connections your marketing will become virtually effortless. Continue going to networking events intent on getting that next client and marketing will continue to be a real chore.

So shift your focus and work on constantly expanding your circles of contacts. You find networking more enjoyable and ultimately your results much more rewarding.

August 21, 2006 11:15 - Small Business Success - Building Your Community

There is an amazing phenomenon unfolding in the world of small business.

To achieve the higher levels of small business success, many small businesses have begun investing significant time and energy into building a strong community network. I'm using this term "community network" a little bit differently than what you might be thinking if you're participating in LinkeIn or MySpace. In a post back in April, my friend and mentor John Jantsch rants that such Online Social Networking is Neither Social or Networking.

I'm not going to comment on John's rant here. I know several folks who are using these types of online community networks for their own variety of reasons. The small business phenomenon I'm talking about is really bigger than all this.

I suppose some elements of this have been going on for years. But, I'm watching it unfold in my own backyard to a whole new level.

Small businesses are investing heavily in building true relationships and exploring lots of different ways to collaborate. They are getting together to build a community network because they understand that the sum of parts hold greater growth possibilities than their individual businesses.

It goes beyond small businesses getting together to help each other grow through referral networking. Organizations such as Leads Club and BNI (along with hundreds of copycats) have been around for at least thirty years. These are professional and business networking organizations that allow only one person per professional category to join a chapter. Their objective is to build a referral network for each other so they can get together on a regular basis to swap leads back and forth.

The concept is sound, but small businesses are looking for and finding ways to take it to a whole new level by building these community networks. They are more willing to look beyond category exclusiveness because the possibilities to provide even greater outcomes for each other and potential clients exist. It leads to small businesses that are less protective of their own client relationships because they more focused on helping them make connections that could benefit them. Even if it doesn't directly lead to more money in their pocket immediately.

I've been priviledge to be working with an organization called the American Club Association to build this kind of community network. We're calling it the Club Business Network. We are providing a structure and forum for small businesses to continuosly expand their circles of quality contacts and influence. The focus is on building true relationships that go way beyond just referrals. Club Business Network is about providing avenues to help others make connections, find resources, share and learn from each other.

Communities are rich and complex networks of social relationships. It's part business, part personal. It's part business, part educational, part social, part entertainment. I'm thrilled to be part of this phenomenon because I think it will move the influence of small business to a whole new level.

We'll be rolling the Club Business Network out all across America starting later this year or early next year. If you'd like to know more about it or are interested, then please contact me

August 23, 2006 07:22 - The Magic Marketing Button

Why is marketing so hard for so many small businesses? Is it because they don't have an "EASY" button?

I'm referring of course to the Staples Easy Button from their television commercials. If you're not sure what I'm referring to here, stick with me because you'll still get the point. Staples is an office supply company that was running some TV commercials on a concept called the "Easy Button." Maybe they're still running them, but I've stopped noticing.

The typical commercial showed a few people in some business setting trying to deal with some kind of business issue. Someone in the group would suggest using the "Easy Button" and whatever issue they were dealing with was magically solved. The point is that Staples makes any issues relating to office supplies easy to deal with.

When it comes to marketing (and business in general), there is no Easy Button. But, that doesn't stop lots and lots of small business people from looking for the Magic Marketing Button. For too many small businesses marketing is hard because they don't really want to have to work at it.

You spend hundreds of hours and thousands of dollars to become extremely competent, if not a master, in your field. But all of that won't count for much if you don't know how to consistently generate leads and attract new clients. That takes marketing on your part which means some work. Sorry, there is no Magic Marketing Button.

Becoming a decent marketer also demands an investment of your time, energy, and money. You won't become a better marketer by searching for the Easy Button or the Magic Marketing Button. It just doesn't happen by luck, accident or overnight. You need to commit to make it happen.

Successful small businesses and professional are prepared. They know their stuff because they commit the time and energy to learn what it takes and get it right. They don't foolishly waste their time by stumbling around looking for the Magic Marketing Button.

When you're in small business, then your part-time business has to be marketing. Yes, it does take some work. But, if you're willing to commit some regular and consistent time to actively work on your marketing, including becoming better educated, then success is highly attainable.

[Please Note: This post is in no way intended to be any sort of indictment against Staples or their Easy Button marketing campaign. I love their Easy Button commercials and wish I had one myself. You should see my desk and office area on a typcial day]

August 25, 2006 08:33 - Is Your Marketing Genuine and Authentic?

There is this real misconception that marketing is a creative art. Many believe that to be any good at marketing you need to have some sort of graphics art, advertising, or copy writing skills. It's simply not true, and I'm living proof. I was trained as a business and technology consultant.

The unfortunate result of this mindset is that too many small business owners try to become something they're not. When they're trying to market their business, they try to become a marketer. They think they need take off their expert hat and put on some kind of marketing hat.

Time is spent trying to...

• Create a real catchy slogan or pitch to get peoples' attention.

• Make your team sound super experienced, professional, and friendly to do business with.
  

• Come up with a referral offer to put on flyers that will get more prospects to call.
  

• Keep your name out there by passing out pens, magnets, sticky notes, coffee cups, and mouse pads with your logo splashed on them.

It becomes a real dilemma. Your marketing hat doesn't fit quite right and is usually very uncomfortable. You're not sure if the materials you develop or the things you're saying about your business will produce the kind of results you're looking for.

If you come on too strong, you can risk turning people off. They may even think you're phony or just plain not credible.

On the other hand, if you lack conviction then you simply won't persuade anyone to take action. What's a small business marketer to do?

Marketing doesn't have to be this way. You can be more genuine and authentic in your efforts and actually enjoy much greater results. And, the good news is you don't have to change anything about your business focus or services to do it.

Stop trying to be a marketer. Instead focus on being a genuine and authentic solution to your clients' challenges and problems. Marketing will become easier and you won't have to change into that uncomfortable marketing hat.

Genuine and authentic marketing comes from being crystal clear about who you want to help and what you want to help them get done. What you need to realize is that people aren't looking for (and usually don't respond to) slick marketing messages and sexy advertising gimmicks.

People are looking for real solutions to their own set of problems, issues, and challenges. Understanding and embracing this fact will create a real shift in your marketing focus. Speaking and writing about your services in terms of the problems you want to address and the outcomes you want to produce is more powerful than talking about your experience or referral offers.

You'll be more genuine and authentic because you're staying focused on what's most important to prospective clients. And it keeps you more focused on the true value you want to provide to clients.

What do you think of this idea of genuine and authentic marketing? Give me your thoughts and comments.

August 28, 2006 16:32 - Customer Service - Do you know what your clients value?

Do you know what it is that your clients value most from your services? It might not even be what you think. Knowing this information could explode the success of your business.

There is no doubt that great customer service is critical to marketing and small business success. Taking care of your clients at a level that exceeds their expectations is part of what keeps them coming back. Clients that have experienced great customer service are much more likely to refer friends and business associates.

The foundation of successful marketing is to make sure your service satisfies a need or desire and that your customer service exceeds expectations. Without the customer service aspect, good marketing will drive your business into the ground faster than just about anything else. You may be able to attract and sell lots of clients, but you won't hold on to them for very long.

So what is it that your clients value the most from your services? Most small business owners just don't take the time to figure this out.

There is an exercise that I take my clients through where I ask them what their clients would absolutely love to have from a service like theirs. It's not unusual that my clients struggle to come up with much for this exercise. The fact of the matter is they really do not know.

Then I'll simply ask them if they've ever bothered to ask their clients. As you might have already guessed, the answer is almost always no.

Get in the habit of asking your clients what they want, need, and value from a service like yours. Find out what you're doing that they love and what you are not currently doing that they would love.

You might be amazed at how much you can learn from your clients. Even if you don't ask, find someone that you trust who can ask for you. You'll find that your clients are more than willing to answer a few questions if it will help increase the value of your services.

Think of what being armed with this information will do for your business.

• You'll blow your competition away because you can focus on delivering exactly what your clients want while competitors are still guessing.
  

• You just may discover a strategic differentiator that helps you stand out from the crowd of competitors in the first place.

• You'll have your clients raving about your customer service so they're not only coming back; they're bringing friends and contacts with them.

Create an action plan to improve your customer service continuously. One step you now know should be in your action plan is to ask your clients what they value.

Give me some feedback. How do you know what your clients want and value from your type of service business?

August 31, 2006 08:12 - Are You Afraid Of Marketing?

Are you scared to death of marketing in your small business?

This post is inspired by the amazing week I spent at Enlightened Warrior Training Camp last week in Squamish Valley, BC Canada. I signed up for the Enlightened Warrior training back in May when I went to the Millionaire Mind Intensive seminar. And I found my way to that amazing Intensive seminar because I picked up and read a copy of the incredible Secrets of the Millionaire Mind book by T. Harv Eker.

If you haven't picked up a copy of the Secrets of the Millionair Mind yet, then I strongly suggest you stop what you're doing. Click this link to go order a copy right now. I hope you'll find this book as life changing as I have. Anyone who knows me would agree I don't throw around phrases like "life changing" very lightly. Get the book and read the book with an open mind - you won't be disappointed.

Most small business owners and professional service providers are scared of marketing. If you say you're not scared, then you may need to ask yourself why you avoid it so much.

It's typical for people to avoid or put off those things that make us uncomfortable. Now maybe you're saying, "But, I just don't like marketing. It's not where I want to focus my efforts in my business." Again, I'd say maybe you need to ask yourself why you're saying that and feeling that way.

When you're in or run a small business, you need to accept that your part time job is marketing. When you say you don't like marketing, or you don't want to focus your efforts on it, or you simply avoid marketing all together then you're letting fear run the business. It could be fear of failure, fear of rejection, fear of feeling and looking dumb, or fear of success. That's right, many people fear success because they may not be able to handle it. It might overwhelm them and then they'll screw it all up and it will go away.

Most of you want to take your business one way, but your mind is uncertain and that causes fear. The favorite phrase of your mind is, "What if?" The definition of fear is the anticipation of pain. It's all in the future and it's just your minds way of trying to protect you.

Here's the enlightened warrior way of marketing. Go ahead and take action in spite of your fear. Create a plan and then just begin implementing the plan. I'll let you in on a little secret. It doesn't have to be perfect. Even the marketing experts would have to admit they don't know everything there is to know about marketing. The difference is their willingness to take action in spite of any fear they might have.

The greatest small business marketers out there have also had some the most colossal marketing failures. But, they are willing to take action and stay focused on their results anyway. Don't wait to get rid of fear or wait until fear just goes away. Just take action in spite of the fear.

Remember, those of you who disparage marketing or dismiss it as not your responsibility are most likely operating from fear. Please don't think this post is only for those who will admit their fears when it comes to marketing.

When you can lay out a marketing plan and take action in spite of your fears, you will succeed. That's an enlightened warrior's way of marketing.