Marketing Success for Small Business Owners

Over the past 20 years we have worked with a wide range of clients and discovered a few secrets that most successful businesses have in common. Some of these secrets are easy to share and some of them are more of an unspoken rule or personal characteristic that is a bit harder for others to use without training or special knowledge, but we'll share them anyway and you can let us know if they work for you.

Most successful businesses have:

1) Clearly defined target market with a viable niche in the marketplace.

2) Concise defining message (USP) that can easily be remembered and repeated by others.

3) Consistent and relevant business brand image that not only matches the personality of the business, but one that meets the target market's ideal image.

4) Products and or services packaged and priced in a way that makes it easy for others to purchase.

5) A communication plan that constantly promotes the business brand and creates a buzz about the business. When you discover something that works, keep using that method until it no longer works. It usually takes about 10 different communication strategies going at all times and changing constantly to stimulate interest and referrals.

6) Sales stratgies that include consistent follow up, tracking and measurement of goals. Typically the owner or a hired sales force is responsibly for implementing the sales cycle. Should be automated and easily duplicated.

Now for a few of the unspoken rules...

1) Ability, desire and determination to do whatever it takes to succeed with marketing efforts. This sometimes means stepping outside your comfort zone to go above and beyond the written requirements.

2) A certain charisma or charm. This comes natural to some people and others need additional or special training. (It can be learned.)

3) Conceptulization of the end result even from the beginning of a project.

4) Follow up, everytime with everyone, in some way and measure the success of their efforts.

5) Strong communication skills. This isn't always in the form of public speaking. It might be the written word or a special networking technique.

6) Gives to others in the form of referrals, assistance or other manner as needed. They believe you get back what you give, although not always in the same manner given.

7) Honest, conducts business with a high level of integrity. They do what they say they are going to do, when they say they are going to do it.