When deciding how to create and spend your marketing budget, it makes sense to take a step back and evaluate your current business, your goals and customers. Here are some questions to ask yourself as you look back on your previous year in business: How did your business perform overall last year? Did we attract new customers? If so, from where? Did we retain or sell to … [Read more...]
Doing without a Marketing Plan
Why are small businesses today going without marketing plans (and why is it a bad idea?) When I talk to Indiana small business owners about their marketing strategies, I often get a blank stare. Many of them don't have a formal marketing plan, but rather some marketing ideas they've written down or advertising tactics they've tried. They are looking to me for answers or a "quick … [Read more...]
How Skimping on your Marketing Now Can Cost You in the Future
(Note: This post was first published in the Morgan County Business Leader) As a marketing consultant for Indianapolis small businesses, I recognize the need to “get the most bang for the buck” when it comes to marketing and promoting your company. This is particularly true in the start-up phases of a business, or when sales are slow during today’s tight economic times. But I want to caution all … [Read more...]
What your sales team is begging you to do
If your small business has a sales team, or someone devoted to selling, I'd like to tell you something that will help make their jobs easier, and in turn, will help your company produce more sales. It is not a secret. In fact, companies have been doing this successfully for years. What is it? To answer this, let's ask the sales reps: What is one of the main things that could help make your job … [Read more...]
Creating the Perfect Marketing Strategy without Copying It
Not all businesses are created equal, right? So quit marketing and advertising your business like everyone else. My point is simple: Find the right combination of advertising, marketing, PR and promotional activities that fit the unique offering, customer base and budget of your business, and you'll find success. Don't just jump on the Twitter or Facebook marketing bandwagon because the … [Read more...]
Uncovering Your Unique Selling Proposition (USP)
Many of you have heard of the acronym USP (unique selling proposition) in the marketing world. Your USP – and every business should have one – is the statement that answers the question, “What is it that you offer that your competitors do not?” If you are not using your USP in your marketing activities, you are failing to differentiate your business from your competitors. Why, then, would they … [Read more...]