The Key to Marketing Your Small Business Brand.
While it can be rather easy to get your arms around what needs to be done in terms of sales, manufacturing, accounting, shipping, and customer service; marketing can often seem to be this intangible thing that is difficult to nail down.
Here are a couple of definitions of marketing that I find helpful in bringing it down to a practical level.
“Marketing is everything you do to promote your business, from the moment you conceive of it, to the point at which customers buy your product or service and begin to patronize your business on a regular basis. The key terms are “everything” and “regular basis”.
~From Guerrilla Marketing, 3rd Edition by Jay Conrad Levinson
“Marketing is everything you do to get people in need of your product or service to…know you, like you, trust you, try your product or service, buy your products and services, re-buy from you, and refer you to others.”
~From Duct Tape Marketing by John Jantsch
So, to paraphrase – “marketing is everything you do to promote your business by getting those in need to know, like, trust, try, buy, re-buy and refer. It sounds pretty simple, right? Not so fast.
What is it about your business that you want consumers to know, like and trust? What does your brand stand for? Every business has a brand – either accidentally or intentionally, like it or not.
What is a brand anyhow? A brand is a concept in the consumers mind. It’s the totality of thoughts and emotions the consumer experiences in relation to your business.
Is brand and image the same thing? How about identity and brand? While your brand’s image can play an important role in your branding efforts, consumers may be more interested in your brands identity – what you stand for, who you are as a brand, and your personality.
If you communicate a real identity, people sense authenticity; and that builds rapport and trust.
Again drawing from the Duct Tape Marketing System, here are seven steps to effectively marketing your small business brand:
- Develop a marketing strategy before jumping in with tactics.
- Map out the journey on which you intend to take your customer in the process of getting him/her to know, like, trust, try, buy, re-buy, and refer.
- Create educational and persuasive content with which to take the customer on that journey.
- Create a total web presence – to have the right message in front of the right audience at the right time.
- Use a lead generation trio – advertising, public relations, and referrals.
- Constantly improve lead conversion.
- Live by the marketing calendar – plan and follow through.
Follow these seven steps and you’re well on your way to successfully marketing your small business and developing your brand.
Would you like to learn more about how to make this happen for your business? I would be happy to give you a full explanation. Please contact me at 518-290-8506 or email@example.com for a complimentary consultation.
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