Category Archives for Marketing

Advertising Mistakes Small Businesses Make

Small business owners are more likely to make more costly advertising mistakes than large corporations. The main reason for this is because as a small business you likely do not have an advertising department and experts to help you navigate the ins and outs of advertising. You can avoid these mistakes simply by knowing about them and then not doing them.

Not Using Customer Relationship Managment (CRM) System – Customer Relationship Management (CRM) is the process of tracking and analyzing all of the interactions you have with your customers and prospects. CRM software is a tool that centralizes, simplifies, secures, and scales your customer engagement.

Placing the Focus Elsewhere – The focus always needs to be on your audience, their problems, and how you can solve them. NOT on your products and/or services. They want to know what is in it for them, not what is in it for you. Remember to focus on benefits over features.

Being Unclear about the Audience – If you do not know who your audience is, it will be hard to create the right advertisement. Create customer personas so that each time you write an advertisement or create a message, you know exactly who to direct it to.

Having a Weak Message – In order to create a strong message, you need to know your audience and the objective ( the action you want them to do), ensuring that you list the benefits along with your unique selling proposition. If you include some powerful words in a simple but clear language, so much the better.

Not Sending Marketing Messages Often Enough – The frequency by which you choose to send advertising messages is important. Not often enough and they forget you exist; too often and you become a pest. You have to know your audience to know that fine line.

Avoiding a Call to Action – If you do not give your audience something to do, they will likely do nothing. It is important to know what your objective is before placing the advertisement so that you can form an effective CTA.

Not Using an Effective Landing Page – You can have a great product, a wonderful advertisement and then not convert people because your landing page is not effective. If you have a lot of click-throughs to the landing page but which aren’t converting to customers, test different landing pages.

Misunderstanding the Metrics – A good example of what metrics can do for you is the point above. Try to understand what the numbers mean so that you can make a good choice of how to perfect the situation. If you are not sure, talk to someone who is an expert.

Not Budgeting for Experts – You cannot do everything yourself and if advertising and sales are not in your expertise wheelhouse, you should contract with an expert to help you. If you already have your product or service ready, find someone who is used to marketing to your audience, and get their help.

Understanding that these are mistakes that many small businesses make with their advertising can help you not do the same thing. It is important that you are aware of the types of things small businesses do that cause failure, or that cost a lot of money without any results. If you know better, you can do better.

Yes – You Can Network Locally

 

E

ven if you have an online business, you don’t need to overlook your local market. Networking locally might even be the very best way to jump-start your business. It doesn’t matter whether you’re selling a product or a service; there are people local to you who need what you’re offering. What’s more, it might be easier to market to local people than you think.

 

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    BNI -– Business Networking International is a networking group that enables local people to get together to help refer business to each other. Usually, the way it works is that only one person representing each type of business is in each networking group. There is a steep fee for being involved, but most people who stick to it report that it's worth it.                                                                                    Link - http://www.bni.com/
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    Chamber of Commerce –- Your local chamber can offer you a lot more than you might think. As a home-based business owner, there is a special need for your involvement in your chamber. You can go to business after-hours events, volunteer to help with ribbon cuttings, send out flyers to other business owners and more.
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    Niche Groups –- Even locally you'll find some niche groups such as local blogger clubs, network meetings and more that can help you find like-minded individuals or customers. You can even start your own niche groups.
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    Meetup.com –- This is an online service that helps you meet with people locally. You can find a lot of groups and events via this service that are relevant to your local networking needs.
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    Local Mastermind Groups -– Look through your local college or university to find local mastermind groups that can help you reach the next level in your business. If you're a woman, look for women-owned business networks.
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    Teach a Course –- Why not start your own networking events by teaching a course to others? You can usually rent a space relevantly inexpensively; place an advertisement in your local newspaper and via other networking groups to teach something important to local people.
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    Host a Workshop -– Once you get involved, other people will ask you to host workshops with them. Joining forces with others is always helpful and can help you get known as a local expert.
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    Sponsor an Event -– There are many local events that need sponsors. This can cost a little bit of money, but having your business name as a sponsor for a major event in your town can make a huge difference in brand awareness.
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    Volunteer for a Cause -– While you shouldn't volunteer only to get your name out there, it is still a good way to add to the knowledge others have about you. Choose a cause you like without thought to sales, but only to helping the local community get to know you while you do something helpful for a cause you care about.

Networking your home business or online business locally can help you either get jump-started or help you get out of your comfort zone to become a well-known expert in your niche.

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