Having previously created a franchise model of direct-mail community magazines, I have become quite frustrated seeing small business owners come and go. Many have little or no idea of how to promote their businesses and very few have a defined plan of action. Generally, they mimic their competitors or seek advice from friends, affiliates and media.
Further, there is so much noise in the current marketplace with social media, traditional advertising, networking, etc., what is a small business owner to do?
First, I suggest that you define your products or services and your market. There are many factors to consider, such as the size of your market, the proximity and demographic mix of your prospective customers, the demand for your products and services, your location, your method of product delivery, your competition, just to name a few. One of the best ways to gather information is to talk to your current customers. Ask them how they found you and why they chose you.
Your business location can play a very large part in your advertising decisions. For example, if you are located in retail space with good signage, it is generally easier to promote your business as your prospects probably already know you exist. If you are in an office park or have a home-based business, the challenge becomes greater.
Once you have completed these steps, it’s time to form the best plan of action to reach your prospective customers and deliver your promotional message. In selecting your advertising channels, choose those that have the best potential for you. Don’t fall into the trap of using only new media, such as social media or the Internet, just because these are the hot current topics. Many forms of traditional advertising, such as the Acworth Community Magazine, can play a significant role for your business.
Some questions you should consider in selecting your form of advertising include: market reach, target market mix, and historical response rates. The responses to these questions can vary considerably, depending on the advertising channel.
Finally, be cautious of what you hear from those who proclaim ‘this is the latest and greatest way to get customers.’ Do your research; evaluate your business, market and other relevant factors; then select the best approach for you.
If you would like assistance promoting and growing your business, feel free to contact me. Additionally, feel free to submit questions about growing your business and I will address them in future columns.
Don Kyle is the CEO and Founder of Small Bizz MBA, a company which assists businesses with their marketing, branding and advertising needs. (404) 580-6331, dkyle@smallbizzmba.com
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