Small Business Must Develop a Marketing Concept

In college classrooms business students are being taught marketing concepts. To develop the same for your business owners need to analyze what their customers needs. Take those needs and fulfill them better than their competition. This simple statement can get very complicated today. Find the answer and you have developed your very own marketing concept.

Companies have the ability to find out what their customers are thinking easily these days with the internet at their fingertips. Remember your competition has access to the same information. This gives small business the ability to compete with the corporations on a local level.

Companies can find out the competitions weak spots by going to sites like yelp. Yelp gives customers the ability to tell the world about their experience with any business. Larger companies can no longer hide behind their automated customer service procedures.

Customers need to remain a small business’ focus at all times. We have all had the customer that no matter what you do they are unhappy. Through developing a good internal marketing concept keeping the customer as the main focus. Most of these situations can be avoided. Corporations tend to watch their balance sheets and do not have a good understanding of customer service. The internet has empowered customers to get satisfaction.

The very best place to start is to ask what do customers want? The answer may not be as simple as you think. Once you have the answer you need to find a way to build your business with this end result in mind. You are developing a marketing concept that will keep your business thriving. Unhappy customers can bankrupt a business. Happy customers will make it thrive. You will realize a greater profit over time.

Everything and everyone in your company should keep customer satisfaction as part of their responsibilities as an employee of your business. This is where your company can really shine in the market place.

Customer issues should never be passed over by an employee as some other persons responsibility. Your entire company exists for one reason your customer. Customer satisfaction should appear seamless and a company standard to your customer.

When you are developing your marketing concept the main focus should be on the customer. The other factors that you should take into consideration are product decisions. Ask yourself if the product is what your customer wants? Is the price within the price range of your customer? How will the customer receive the product? How will I promote the product to my customers?

When you know the answers you have developed a marketing concept that will work for your business for many years. If you find a problem fix it and your business will thrive.

Small Company Marketing Consultants – Why You Need One And How To Select One

Having spent many years working with small and midsized B2B and B2C organizations on their marketing and marketing communications strategies and plans, I believe I’ve got a good sense of the issues facing them. Generally, at the top of the list, is the lack of a real marketing plan. How is it possible that something so basic is missing? My conclusion is that, despite possessing the skill sets that drive their organization’s success, founders and/or management simply do not have:

  • Time to think about marketing at all, because there is always something “more important or urgent” that needs their attention;
  • A real understanding of the power of marketing and how it can significantly improve profits and return on investment (ROI);
  • The resources, budgets and people available – marketing and marketing communications is “unfamiliar and scary”, and there are always other areas that need support first;
  • The knowledge of how to seek out and evaluate professional marketing help.

These are concerns regardless of the type of organization – start up, early stage or established companies, and even nonprofits for that matter. And, without real planning upfront, many brands are operating with a “Ready, Fire, Aim” reaction to the marketplace.

What Will Hiring A Marketing Or Marketing Communications Professional Do For You?

In order to accomplish short and long-term objectives you need to develop a meaningful marketing strategy and an integrated marketing communications plan and tactics. At its core, having a professional marketing program will improve a brand’s profitability and ROI. This task is often outsourced, frequently with a part-time Chief Marketing Officer.

The process starts with the outside consultant learning about the brand – its strengths and weaknesses, competition, distribution, business plan objectives, existing communication materials, employee involvement. During this learning period, the consultant also avails himself of any pertinent primary or secondary research. Most important, this period is also the time for establishing trust between the organization and the consultant.

While some tasks may be completed directly during this learning period, an outside professional would use this knowledge to prepare:

1. A marketing and marketing communications strategy, along with a positioning statement. The positioning statement is a succinct description of the core target audience to whom the brand is directed, and a compelling picture of how the marketer wants the audience to view the brand.

Sound simple? Take a minute and answer these four questions about your brand:

  • The target audience, in very specific detail?
  • The category in which the brand competes, and its relevance to customers?
  • The brand’s benefit and point of difference?
  • A reason for the customer to believe – the most compelling proof?

The positioning statement is the credo for the brand to live by. All marketing and marketing communications should flow from this positioning and be understood by all employees, agents, partners and management.

2. An integrated and holistic plan with tactical expressions – media programs; creative executions, including new and/or traditional advertising; public relations; content marketing (social media, articles, blogs, white papers, video); packaging; point of purchase; employee engagement; and, events.

The use of internal or external staff to create the above will be directed and evaluated by the consultant or, if necessary, specialists may be recommended.

3. Recommendations for primary or secondary research when clear cut answers don’t exist on specific subjects. Marketing depends on a complete understanding of the customers’ “wants and needs” as well as how they relate to your brand and competition. Not just what your staff thinks; rather, information. Facts beat opinion every time.

4. A procedure of measurement and evaluation of the objectives of the agreed upon plan, as well as the established objectives to be accomplished with each target audience and marketing communication task. Benchmarking and on-going analysis is key to successful marketing programs, allowing for change or refinement as you proceed.

5. A format for informing and discussing the reasoning behind the marketing planning, so that everyone in the organization understands why the specific strategies, plans and tactics were developed and implemented. The consultant becomes a “teacher” and the entire organization becomes brand advocates.

Marketing consultants have increasingly become members of the C-Suite because of today’s turbulent and rapidly changing environment.

What Talents Should A Marketing Consultant Have?

Look for a consultant, full or part-time, who is:

1. Willing to learn your business from the ground up and doesn’t have a “one size fits all” mentality;

2. An established professional, with extensive experience across industries and brands in B2B, B2C and nonprofit organizations, large and small. Expand your horizons and don’t settle for experience in only your niche or industry;

3. Media neutral and willing to embrace analytics to develop a variety of programs as well as to measure them. In today’s complicated marketplace, a consultant must understand new and traditional media, the difference between efficiency and effectiveness, “likes” vs. “sales”, the dangers of digital ad fraud, etc., etc.;

4. Apolitical and willing to tell it like it is, so candor will flourish in your relationship. Having your consultant free to demonstrate the discipline of marketing and marketing communications will build trust and a meaningful partnership;

5. Has an established network of marketing communications specialists who can be called in to provide solutions when necessary.

The marketing and marketing communications strategic and tactical challenges of today are growing exponentially. But, as with our uncertain economic and political environment, putting your head in the sand isn’t a viable response. As Will Rogers said, “Even if you’re on the right track, you’ll get run over if you just sit there.”

The Attraction Marketing Concept

Have you heard of the term “attraction marketing” along your travels before? Many people have come across this concept and tried to implement it into their business, unfortunately with little to no results. In today’s post, I’ll be taking a closer look at attraction marketing in the hope that you can yield some positive results from implementing the concept into your online business.

How cool would it be to have prospects lining up to get at what you have to offer, instead of having to chase them for their cash? That’s what attraction marketing is all about, it’s simple, yet very effective strategy that can elevate your business onto a whole new level.

Attraction Marketing Concept:

The concept of attraction marketing begins when you lead with value, instead of with your products, business or opportunity. Your goal is to position yourself as an expert when people come searching for what you have to offer. You then aim to provide value to that person above everything else.

People come online each day in search for experts, mentors and/or authority figures. When you came online to make money, did you search for an authority figure to learn the ropes from?… it’s called mentor shopping. You need to position yourself as a leading expert in your field and have people searching for what you have to offer. The truth is though, attraction marketing is a skill that must be learned, but, if you do put the time into learning and implementing this approach to marketing within your business, you will skyrocket your income with very minimal effort.

The Basics of Attraction Marketing:

The basics are pretty straight forward in theory. In practice though, it can be a little tricky for most marketers, simply because the whole concept of giving value before looking for anything in return is alien to them. Your number one goal should be to ALWAYS provide your prospects with value. Anything else is just going to get in the way. Think of all the big name marketers out there at the moment. Are they providing value? Are they fulfilling a need? Are they experts in their niche? Do they over deliver? Have they got raving fans willing to buy their next product as soon as it’s released?

When your goal is to help people get what THEY want, you will see the very same thing being attracted into your life/business. If I sell a crappy product, I can be sure that customer is not coming back. If I give advice that’s useless and helps no one, I can be sure I will not be attracting people to come listen to what I have to say. I know this all sounds very simplistic, but let me tell you, most marketers out there are looking to make money. Their goal is nothing more than that… and they’re failing big time.

I would much rather give incredible value away for FREE to help people get to where they need to be. Only then can I expect them to come back to me for more advice/services further down the road. Think about the power of this. People are naturally attracted to authority figures and people they know can help them. This is why attraction marketing is very important in your online business. If you are just like every other marketer out there selling products, you will find it very difficult to rise above the noise and stand out from the crowd. You MUST have people searching for what you have to offer, instead of YOU searching for them. Imagine that, having people actively searching for what you have to offer… what a contrast to how I see so many others doing it.

If you provide enough value to people they will come back, tell their friends/family and share your stuff within their social communities. People love to buy stuff, they just hate being sold to. Just give them what they want and over deliver every time.

Important: Attraction Marketing is NOT just about providing great products to your prospects. It has a lot more to do with “YOU” as a person. You need to be a person that others are attracted to. Like I mentioned earlier, people look to authority figures for guidance. You must position yourself as that authority figure. If people trust you, they will listen to you, follow you and buy from you over and over again.