Small Business Marketing: Must-Do Checklist

If you're just starting to do marketing for your small business or if you've been doing it for awhile but you feel like it’s really incompetent then you could probably use a small business marketing guide to help you get back on track. The following checklist is just a start to give you an idea of the things that you really must do to have a complete marketing plan.

__ Set up a website.

__ Get a business cards. Make sure they have all of your contact information, including your website.

__ Add your website and contact information to the signature on each of your email accounts.

__ You should do blog marketing to increase traffic to your site.

__ Create a contact list comprised of all of the email addresses of everyone with whom you communicate. Add to this list regularly.

__ Design (or locate) a newsletter template. Use this template to create regular newsletters updating everyone on your contact list about your business.

__ Run promotions. This could be anything that draws attention to your business - contests or discounts on services are often used to attract business.

__ Use search engine optimization on your website. If you don't understand SEO and keywords, learn about it.

__ Submit your web page to search engines.

__ Use link exchange to get your website noticed on other sites that are similar to yours. You can use a link exchange program or contact businesses that you're already familiar with to discuss exchanging links; the latter tends to be more effective since it has the personal touch.

__ Write articles related to your business for the purpose of self-promotion. You can submit these to magazines and websites to gain attention for your company.

__ Press releases. Do them on a regular basis.

__ Have promotional materials like pens, business card holders, candies or something that's more directly linked to your specific business ... these are all things that you can hand out to people to get them to know who you are.

__ Make a calendar of industry events. There are plenty of opportunities for you to get out into your community and network with people and that's one of the best marketing strategies around. Figure out which events you'll be attending this year.

__ Online advertising. Learn about banner advertising and pay-per-click advertising and see if it might be right for your company.

__ Devise a marketing plan. That's right; don't just stop with this checklist. Produce an entire marketing plan which includes timelines and budget considerations.

Developing Your Business Plan

Along with your business plan, your small business marketing plans is mainly important long-term plans you'll make for your small business. Several small business owners prefer to disregard that advice, instead preferring to fly by the seat of their pants, so to speak, to "wing it." While several of those small business owners are successful, they're not nearly as successful as they could be had they laid out a well-defined small business marketing plan.

Small business marketing strategy step 1: Identify your market

The first step in developing a successful small business marketing strategy is to make sure that you have a really solid handle on your aim market. Ask yourself: Who are my customers? Once you've recognized who they are, ask yourself: What are my customers' troubles? What are their dreams and aspirations? The surest way to answer those questions, of course, is to ask your customers themselves. Even if you can't afford to hire a small business marketing firm that will conduct focus group tests for you, you can do your own simple survey by hitting the streets and talking to those people you plan to sell to (and make contacts at the same time!). You'd be surprised how powerful that simple task is yet how few businesses do it.

Small business marketing strategy step 2: Identify yourself

The second step in developing your small business marketing approach is to get to know yourself (your business), once you've gotten to know your customers. Ask yourself: What does my business do? How is my business different than my competitors'? How does my business help solve my customers' problems or help them achieve their dreams? Answering these questions will help you to define your unique selling proposition - those aspects that set you apart from your competitors.

That unique selling proposition should become your brand - your business's identity. Your brand is what will pervade all of your marketing materials and what your customers will use to identify you. The importance of diligently developing your brand as part of a successful small business marketing strategy can't be overstated.

Small business marketing strategy step 3: Analyse your competitors' small business marketing strategies

Once you've developed your brand - that unique identity that tells your customers who you are and how you're different - you can begin thinking about how you're going to actually market your business. First, look at your competitors' small business marketing strategies. Are there obvious gaps that you could fill (and thereby stand out among the competition)? For example, if you see that none of your competitors have websites, you could stand out with a small business marketing strategy online.

Wherever you market your business, it must be where your customers are. For example, small business marketing online will be a waste if none of your potential customers use the Internet. Likewise, you may think that writing a monthly column in your local newspaper would be a great way to advertise your services and establish yourself as an expert; but if none of your potential customers read that paper, that small business marketing strategy will fail.

At this point, your small business marketing strategy will not only be defined by where your customers are and what your competitors are doing, but it will also depend on your small business marketing budget. A full-page spread in a national magazine may be the best way to reach your target audience, but if you can't afford to shell out tens of thousands of dollars, it's not the small business marketing strategy for you.

Wherever your small business marketing plan takes you, the careful development of your small business marketing strategy - by knowing your market, knowing your business, and analysing your competitors' strategies - will be a critical determinant of your long-term business success.

Small Business Marketing Materials

Small business marketing materials bring in a product to its customers. The marketing materials detail the features of the product to the public. Small business marketing materials are planned to grasp the interest of the public and enhance sales. Marketing materials take part in a significant function in the positioning of the product in the market. These materials include collateral materials, advertisements and technical tools such as websites and emails.

Marketing materials are designed cautiously since they reveal the quality and credibility of the business concern. A small business at all times is in look for only one of its kind marketing materials to withstand the severe competition in the market. The text in the material must compel the consumer with a new offer or information. Small business marketing materials must be noticeable pieces, highlighting the product.

Small business marketing materials should also be cost effective, since the marketing funds is limited for a small concern. The look of the material is important. All the materials of a concern must continue a unique family look. They are designed according to the approach of the industry. Professional designing is preferred to harness technological advancements in this field. It utilizes unusual combinations of colors and graphics to make the material more attractive. In technical materials, the possibilities of animation are also exploited. Fine quality photographs of the product are included to detail the parts and their function. Marketing guidelines remind us to use effective design without extravagant splashes of color.

Small business marketing collaterals comprise printed resources such as brochures, logos, newsletters and business cards. Advertisings such as banner ads, sign boards, trade show handouts, magazine and directory ads are also marketing materials. Technological advancement has now introduced a wide scenario of web marketing. Websites and email alerts are potential marketing tools. Email alerts and affiliate marketing sites form effective marketing materials. Complimentary gifts such as shirts, caps, pens and curios with the company logo are marketing materials that appeal to the public.

The design of small business marketing materials is generally entrusted to advertising firms. Professionals with technical excellence and creative experience are essential for good designs. The material design must be consistent to avoid confusion among consumers. Guidelines and templates for designs are available on Internet sites.