Small Business Marketers Love The Chase

By Author: tedthomus
Total Articles: 10
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Small business marketers love the chase. Love the new fangled way to make the phone ring. They like to think of a single event promotion and marketing. But it's just that the marketing landscape containing most small businesses back. They fall victim to "marketing idea of the week" and never fully explore what it takes to build a completely functioning, consistently performing, marketing system.

In this article I am going to outline the basic steps that any business can follow a path to create their very own marketing. But first let's explore the word system in the context of marketing. Small business owners have no problem thinking systems when it comes to say, accounting or hiring. When it comes to marketing though, all bets are off. It's like they are waiting for magic fairy dust to fall on them with the next great marketing innovation.

Look, effective marketing is little more than creating effective marketing operating system. Now, when I use the word system I mean several things. 1) The system is documented - you can not be a system or a step in unless you write it. 2) The system is built on sound marketing ...
... principles 3) You constantly measure, innovate, and improve the system.

Okay, so the system building steps.

1) define narrow target market - small business owners like to say yes. "Sure we can do it." The next thing you know the target market is about someone thinks they will pay for them. You must commit to a narrow set a target market and you focus all your attention on serving the market as no one dreamed. A narrow focus on marketing can be - Estate Attorneys - as opposed to the Companies Law.

2) to discover and pass a core to this market - until you can show how your firm is different and offers something unique, you can always compete on price. You must find a way to tell the new market is set to narrow your target to what you have something to offer that they value. Your core message might be - We show estate lawyers how to get all the business they can handle - as opposed to: We help law firms.

3) develop multiple forms of permission-based lead generation - No one wants to be sold for more and more advertising is falling on numb ears and eyes. Your lead generation system must be built on several fronts, such as public relations, referral marketing, strategic partnerships, and advertising targeted. Your lead generation message must offer the target market reason to want to know more. Forget about the sale, look for ways to build trust.

4) Create educational based marketing and presentation materials - Forget glossy sales brochure, the use of your marketing materials to teach how your firm is different, how do you solve real problems, how you work, why you work, what do you believe that your marketing will be much better. Your website must come from this point of view as well.

5) define the most important indicators of success in marketing - setting marketing goals for things such as leads, appointments, sales, phone calls, referrals, impressions, mentions and anything else you can think to measure is how you turn marketing into the game and how you keep score of game. Everyone loves the game and the only way to improve something to measure how well you do in the first place.

Okay ... Now the last bit of advice.

Any system needs major general. Or find someone in your organization who does little else but operate the system or hire a professional marketing blame them help you develop, implement and operate the system.

Properly fed and maintained, this little marketing system can be the engine that drives your firm to climb to the top.

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