| There are many challenges associated with | | | | Develop a 30-second "commercial" |
| starting a small business. While many businesses | | | | This 30-second "commercial" includes who you |
| succeed, there are many that fail. The biggest | | | | are, what you do and the value you provide to |
| reason companies fail is that they miss their | | | | your customers. This "commercial" can be used |
| target market and neglect to showcase their | | | | when networking and gives you the ability to |
| value and benefits that set them a part from the | | | | quickly and effectively communicate your |
| competition. With a new or existing business, time | | | | business. In networking functions, people want to |
| and money can be limited, but it's important to | | | | know who you are and what you do. Having a |
| implement a marketing strategy that will move | | | | 30-second "commercial" allows you to provide this |
| your company forward. Here are ten strategies | | | | information concisely and effectively. |
| that can provide long-term sales success even on | | | | Engage in public relations |
| a small budget. | | | | Submit news releases regularly to the media and |
| Network | | | | news wire services to communicate your latest |
| Find opportunities to network with other business | | | | business news, clients and opportunities. Regular |
| owners and people in your target market. It's | | | | media exposure keeps you top of mind when |
| inexpensive and beneficial in helping you establish | | | | your customers need or want your product or |
| relationships. Keep in mind that networking is not | | | | service. It can also help improve your website |
| the same as selling. Networking is all about | | | | position by creating important incoming links. |
| relationships. If you are constantly in sales-mode | | | | Do pro-bono work |
| at networking functions you will not be successful | | | | Offering your product or services to an in-need |
| at establishing relationships. | | | | organization or charity is good for business for a |
| Get involved | | | | variety of reasons. The motto "Give and you will |
| Increase your visibility in the community by | | | | receive" is very applicable. |
| becoming active in your local church, community | | | | Consider trade |
| or industry organizations. Choose an organization | | | | If you have excess capacity or inventory you |
| that meets your passion and interests and you | | | | could use a Barter Exchange to find clients and |
| will not only bring a lot of value to the | | | | trade for travel or advertising. Sometimes |
| organization, but will benefit personally as well. | | | | organizations are happy to trade memberships, |
| Create a Web site | | | | goods and advertising in exchange for your |
| A great Web site should convey professionalism | | | | product or service. If it's mutually beneficially for |
| and expertise. Most people go to the Web when | | | | both sides, then it may be worthwhile for you to |
| searching for a product or service. You want to | | | | consider. |
| ensure that your website is well optimized to be | | | | Have a vision |
| found and when people visit your site, it readily | | | | If you can't envision what your company is or will |
| conveys who and what you are and the image | | | | be, no one else will either. The components of a |
| you want to convey. | | | | vision include core values, core purpose or mission |
| E-mail campaigns and newsletters | | | | and long-term organizational goal. Once you have |
| Get business and industry lists and send | | | | determined your vision, all your business decisions |
| informative communication to prospects and | | | | will reflect this and allow your business to adapt to |
| vendors who may use your service or refer you | | | | change more easily. |
| to others. It's important that this communication | | | | Successful start-up companies have one thing in |
| provide information on the value and benefits of | | | | common: their market growth was linked to a |
| your services without being blatant sales pitches. | | | | focus on a well-defined target market and |
| Build alliances | | | | marketing strategy. The firms developed and |
| A cost-efficient way to compete in your industry | | | | delivered products and services that met |
| is to start quality referral networks. For instance, | | | | customer needs in selected market segments. |
| if you are a Web site designer, you may partner | | | | They had solid value propositions, and they were |
| with a marketing company to offer search engine | | | | continually reassessing their offerings to maintain a |
| optimization for the Web sites you design for | | | | competitive advantage. Focus on building trust, |
| your clients. This allows you to leverage strengths | | | | reputation and leadership, even at a small scale, |
| in order to offer more to your clients. | | | | and you'll see results. |