Small Business Marketing tipsThe sooner you become the marketer of your business instead of the doer of your business or the doer of whatever you’re offering, the faster your profits and business will grow. The sooner you become able to get up every day and focus on how to get people in your store, or how to get clients to call in, or how to get appointments, or how to get visits and those kinds of things, the sooner your business will truly achieve massive success. So, once you become the marketer of your business instead of the doer of your business your profits will explode. That’s a huge mindset shift from going into your office and trying to figure out all these other daily problems and maybe making some money while you’re doing that.

Back To Basics

What is marketing?
In the simplest form, marketing is anything that you would do or can do to get customers or to keep customers. Now, I’ve added a little difference there because most people think marketing is only about getting customers, but successful business owners now it’s also about keeping customers. Marketing is anything that you would do or anything you can do to get customers or keep customers.

Everything in your business including but not limited to display ads, newsletters, websites, sales letters, direct mail packages, brochures,  salespeople, service staff etc. Every facet of your business is marketing. When you begin to look at your business that way, you will begin to experience breakthroughs, because you will begin to see ways to implement ten, fifteen, twenty different ways to get and retain customers. Then, all of a sudden, on a daily basis, you have consistent, reliable, predictable customers flowing into your business, and that’s when the light comes on. When you realize that everything is marketing, your business looks totally different to you. You see obvious mistakes when you consider how your customer or prospect might view situations, events or documents, like receipt, or like these policies that make it really difficult to buy from you. You’ll also see a ton of opportunities for improvement or chances for additional sales opportunities.

A Winning Marketing Philosophy

When I talk about marketing, I’m not talking about the “spray and pray” marketing philosophy. When I say spray and pray, I mean when a business owner tries several different marketing things and hopes that one or some magically work. My philosophy is that all marketing strategies must be held accountable and must be direct response marketing. Now, here’s what that means. That means that it’s got to be a marketing piece that’s tested and proven effective because it requires a prospect to take a specific and direct action. If the ad or marketing piece doesn’t result in getting the prospect to take a specific and direct action, then you don’t use that specific ad anymore. Maybe you change the headline, offer or information in the ad, but the point is that you don’t use that exact ineffective ad or marketing piece again. So, in other words, every ad or marketing piece you use in your business must be able to be measured. You have to know what it’s doing. So, not only are you educating your prospect, but you’re actually using that marketing piece and tracking it in a way so you can know which one is working effectively. Your marketing must be a system that’s predictable and you must be able to duplicate it.