How To Create A Small Business Marketing Strategy That Will Triple Your Profits This Year

What does a small business marketing strategy mean to you? Some people automatically think in terms of their company’s long-term goals. When they start their small business, they create a long-term business plan, including a marketing strategy, that will help them develop their company over time. Others think of a small business marketing strategy as a single campaign. They create a marketing campaign for one product or service they offer, and create a series of marketing tools that will help them sell that product or service.

While both may technically be correct, there is a distinct difference between the two. One creates a stream of income for a short period of time (typically a few weeks to a few months), while the other ensures you have a stream of income coming in on a regular basis.

In order to ensure an effective small business marketing strategy, you must have three things in place.

1. Multiple marketing tools in place. Every day a person is marketed to 60-100 times. You see banners on the sides of busses, advertisements in newspapers and magazines, and coupons in your mailbox. It’s easy to see why marketing tends to become almost non-existent in our minds.

But the thing that a good marketer realizes is that he has to use different marketing tools to reach different target audiences. Everyone has a different attention span. Everyone is searching for different products and services at different times. A good small business marketing strategy has multiple tools in place to capture a prospects attention when he or she is ready for our product or service.

The key is to knowing who your ideal clients are. The more you know about them, the more you’ll be able to reach them in a manner that’s best for them. Good marketing tools are:

* direct mail postcards

* direct mail letters

* advertisements in magazines

* advertisements in newspapers

* neighborhood postcard packs

* door hangers

* flyers

* brochures

* promotional products

* tradeshows

* billboards

* bus stops

* school buses

* regional transportation systems

* sponsorship of school athletics

* and much more

An ideal small business marketing strategy will encompass many of these types of tools, and have campaigns set up using select tools at different times throughout the year.

2. Use those marketing tools over long periods of time. Once you have your marketing tools in place, continue to use them again and again. Probably the biggest mistake a small business owner makes is to grow tired of his own marketing campaign, and abandoning it before it’s realized its full potential.

The average campaign takes a person 8 – 12 times of viewing the same material to recognize the information and take action. If you quit running a campaign before you reach the 8 – 12 times average, you won’t achieve your desired results.

An ideal small business marketing strategy will provide goals to seek out longevity in marketing campaigns. While nuances of a campaign can change (i.e. changing ad advertisement to showcase seasonal products) the structure of the campaign should always remain the same.

3. Use those marketing tools in many different places. Your prospects come from a variety of different sources, and have a variety of different interests. Mailing your brochure out to prospects is a great way of marketing; but you may also do well by placing your brochure in offices of complimentary businesses. Advertisements may work well in your local newspaper; but they may do just as well in an industry trade publication. Direct mail postcards may inspire a lot of people to pick up the phone and call you; but it may motivate more people to visit your website.

Creating a handful of tools to use in your campaigns provides you with the resources. Getting those tools into the hands of your prospects is what requires a plan.

An ideal small business marketing strategy will be a long-term plan that involves creating marketing tools, putting them into the appropriate places, and leaving them in place long enough to let them work.

Copyright 2006 Vision Business Concepts Inc

Business Solutions in Online Survey Software

Whether you’re the VP of a large company or a small business owner, you want to know more information about your clients and your target market. Now that so many people are online the virtual plain of the Internets is one of the best places to contact your target market. To this effect, online survey software companies are a great business solution. They provide you with the ability to build surveys, send them out to mailing lists, and receive answers quickly and all in one software. Using this type of tool as a business solution, the sky is the limit!

Well, almost…. Not all online survey software companies will suit your specific needs. You’ll need to shop around. Online survey software companies all provide survey creators, data collection, and many similar features. How, then, are business people supposed to decide which tool suits their needs best? Survey creation is important because it affects what respondents experience during their survey and determines drop-out levels. It is important to keep in mind the contact management of the software: what features exist for publishing surveys? If you collect data then you most likely need to present the results and therefore the reporting capabilities of the software are also important. With all of these features available, we could choose any one of them to base our decision on. This choice depends on your and your business’ needs.

One way to make a decision, which may prove most effective for determining the utility of a software to your business, is to place more importance on the data analysis capabilities of the various software companies. To get meaningful results from your survey you need more than just numbers and percentages. You need advanced data analysis. Advanced data analysis includes using multi-level crosstabs to obtain brand feedback, for example. Another example could be conducting pricing analysis to measure the likelihood of purchase at a specific price point. To provide you with business solutions survey software has to go above and beyond simple survey creation and data collection. Advanced data analysis is imperative.

There is so much potential for survey software to provide real business solutions. It is important for you and your business to look for the features in each company that will best suit your needs. Here are some of the features that may provide potential solutions for your business:

Solutions for marketing:
Online survey software has the potential to help you to understand your current and future markets using analysis to identity clear action points that feed into marketing plans. Certain survey software companies have the potential to become meaningful market research tools for your company. By capturing customer feedback you can ensure that you minimize customer churn to build relationships and keep customers happy. You can also analyze survey data to speed up a new product development process and gather feedback from your target market on pricing, new product concepts and product features. By collecting feedback on advertising concepts, website design, packaging, logos, etcetera, you can improve current marketing campaigns and fine-tune future ones. For example, some software allows you to use multi-level cross-tabulations to obtain brand feedback from various populations; test advertising concepts using heat-map or video; and conduct pricing analysis with scale slider questions to measure the likelihood of purchase at a specific price point. This software even allows you to create multilingual surveys in order gather global feedback from your customers all over the world.

Solutions for sales:
Using online surveys you can capture valuable customer feedback to provide information to your Sales department about their current satisfaction and dissatisfaction levels as well as future requirements. Use this information to identify ‘at-risk’ customers, follow-up on leads to develop new business or upsell to customers who have unfulfilled requirements. Use trend analysis to measure changes in customer feedback over time. Using advanced analysis functions to identify clear action points that feed into sales strategy can optimize your business’ relationships with customers. You can evaluate the impact of advertising campaigns among your sales forces. Some companies make things a little easier by funneling survey data directly to your sales team with Salesforce integration. This way your Sales department is alerted to dissatisfied customers and provides the opportunity to build relationships before the customer dissatisfaction reaches critical levels.

Solutions for Human Resources:
They backbone of your business is the people who make it work: your employees. To optimize your business you need to make sure your team is fit, satisfied, and efficient. Survey software can provide innovative solutions to keeping your team satisfied and functioning at the top of their game. Using online surveys you can gather feedback from employees about corporate communication, benefits, salaries, satisfaction, training and development opportunities. With features such as ‘grouping’ you can develop 360-degree feedback from questionnaires, e-learning quizzes or even post-training tests. The feedback you receive will allow you to improve churn rates, improve internal communications, address areas of higher dissatisfaction, and develop appropriate training programs. The possibilities for gathering feedback are endless, but of course, once again, you have to use tools with advanced data analysis to deal with this data effectively.

Every business is looking for ways to improve their profits, satisfy their customers, and keep their employees happy. Online survey software is one way to provide your business with solutions and tools to achieve these objectives. It is important to look for attractive survey creators to optimize respondent experience and improve your chances of getting more responses. However, as I have emphasized in this article it is the data analysis components of the software that provide the most advantages and solutions for your business. There are several survey software companies that provide these types of data analysis tools. You need to shop around a find the tool that suits your specific needs. Engage in intelligent consumerism, go beyond the survey sending step, and demand more from your survey tools.

Small Business Marketing Tools to Get You Free Publicity

As far as small business marketing goes, free publicity is gold. It’s not just that you’re getting your company name to the public without having to pay for it; it’s that the news publicity – whether it’s in a magazine, newspaper, or online, weighs more heavily in your prospective customers minds. Even as skepticism reigns, people see information printed by news-type sources (whether in print or online) as being more truthful, more objective, than information that’s paid for by the company (advertising).

But simply sending out a press kit to your local news media won’t guarantee you that free publicity. The cardinal rule you have to follow is that your information must be newsworthy. One of the ways that news media keep their reputation as objective sources of information is that they are – they’re not going to print a thinly-veiled ad for your product or service as a news piece. But if you write a release that accomplishes both goals – offering the news media an interesting, informational story and letting potential customers get to know your product or service – that’s where free publicity really pays off.

To start, you need to develop a press kit as a standard component of your small business marketing materials. Your press kit should include:

Small business marketing press kit component 1: A letter to the editor of the newspaper (or magazine, or internet site) pitching your press release as a story idea. Many components of your press kit can be recycled, but the letter to the editor should change every time to send out a new press release.

Small business marketing press kit component 2: The press release. Your press release is where the journalist will look to find most of the information for her story. In the release, you should describe the news item (the launch of a new product that will revolutionize consumer’s lives, for example). Feel free to quote yourself and others in the press release expounding on the issue (that way the journalist won’t have to contact you or others for quotes when she’s writing the story).

Small business marketing press kit component 3: Your business card. Make it easy for the journalist to contact you.

Small business marketing press kit component 4: Your corporate bio. Journalists often like to add background information into their stories; make it easy by including a corporate bio that offers the important information about your business, including who founded it and when, location, and other interesting tidbits.

Small business marketing press kit component 5: Relevant photos. The keyword here is relevant: include photos of the topic your press release is about. If it’s a new product, offer some interesting photos. If it’s a new day care service, offer some pictures of the employees with the kids. Use photos that will make your story more compelling.

Small business marketing press kit component 6: Testimonials. It can be a great strategy to build quotations from current and past customers right into your press release. But even when you do that, don’t be shy about adding more.

Small business marketing press kit component 7: A data sheet for the relevant product or service. A data sheet with give the details about your product or service (that’s being covered in the press release). Relevant details include pricing, components, materials, size, weight, and part number – if applicable.

You should put all seven small business marketing components of your press kit into a folder – ideally one with your logo on the front to finish off the presentation.

Once you’ve created an appropriate small business marketing press kit, you can think about the kind of media outlets that you want to target. That small business marketing decision should be based on where your customers are – are they online, reading the local daily, or a national newsmagazine? Free publicity won’t mean much if it’s not picked up by your target audience – your prospective customers.

Once you’ve decided the media outlet that you want to target, find out who the managing editor is and send a personalized press kit to her. Or, if the publication is very large, send a personalized press kit to the journalist in charge of your area (for example, the Food journalist if your product is gourmet brownies or the Technology journalist if your product is computer software). You can also send out a press release for mass distribution using one of many online press release wires.

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