The best small business marketing advice I learned and fortunately applied was:
Focus, focus, focus… do a few marketing activities very well rather than many poorly!
“Pick and Stick” with a few core marketing activities.
My mantra is to keep it simple as possible. Focus on activities that get results. Then do those activities over and over. Once you can scale up, train other people in your organization to do it or outsource it.
The key is developing an effective system you can repeat over and over.
Once you get very good at doing a few effective marketing activities, by focusing you can excel at those few activities. With a developed system, you become more efficient executing those activities as well.
Too Many Marketing Options Available
You don’t have to search long online to learn there are literally hundreds, probably thousands of ways to market you business. The trouble is, where do you begin?
Not too long ago, with no practical marketing experience, I had to market my business because I was in dire need for customers.
At first I got excited about all the different marketing options available – print, radio, and of course online.
After more research, I made the decision to restrict 90 percent of my advertising budget and efforts to online marketing. I made this decision when my business didn’t have a website.
I also had to make tough decisions about doing only some online marketing activities.
Fast-Forward To Now:
After 2 failed websites and several thousand dollars later, I’ve built a very large web presence that’s working – my business is growing.
Not only do I restrict to Web marketing, but I do very few activities in Web marketing. For example, I don’t bother with Facebook, Twitter, and PPC ads. I’m not saying social media and paid advertising doesn’t work; instead, I focused on a few activities in order to learn and do them well.
Avoiding social media was a strategic decision and not an easy one. Two years ago everyone was talking about Twitter and Facebook as the next huge marketing channel. I’m not saying it doesn’t work. What I’m saying is I only have so much time and money to devote to marketing.
Which Marketing Activities do I Focus On?
I focus on 3 marketing activities – all of which are online:
- Building huge websites that attract free traffic from the search engines (with blogs built-in);
- Article publishing
- List building
Recently, my business partner and I added a 4th, which will roll out in a few months – it’s video marketing.
When you look at my 3 primary marketing activities, they’re related. The content for my websites (notice plural – I’ve built numerous websites for my business) forms the content for publishing articles on EzineArticles.
I build my list by driving people from my articles and attracting people to my site. Everything works together – the videos will plug-in nicely into this marketing funnel.
As I’m putting together phase 1 of my video campaign, I’m using the content on my business websites as the video content. I’m leveraging off existing work.
At the end of the day, my singular online marketing focus is mass-publishing quality content.
The reason mass publishing works so well, is I get to inform my prospective customers about all kinds of matters. I receive a lot of feedback about the content on my sites.
The beauty of the whole this small business marketing advice is I target all that content to specific towns and cities where my prospective customers live. It’s the content PLUS local search SEO that attracts a high volume of targeted AND responsive visitors.