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MAKING MARKETING WORK IN YOUR SMALL BUSINESS

You don’t need to be a rocket scientist to be a good marketer. But neither is there a
silver bullet or one-size-fits-all solution. Every small business is different — the
marketing plan and tactics for a mortgage broker are entirely different from those of a
computer reseller. However, the process of building a plan, sticking to it and applying
the time and resources it needs is the common secret to success in marketing.

Here are few tips to help you be brilliant at marketing:

 Get the know-how. Knowing what not to do when it comes to marketing is as


important as knowing what to do. Let’s face it, the murky world of marketing can
be tricky to navigate. So get the full know-how before you go jumping into
building that flash website.
 Put your customers first. Understanding who your customers are, what makes
them tick and what they really want and value, and of course staying in touch
with them long after the sale, puts you ahead of the competition.
 Know your target market. ‘Anyone who is breathing’ is not a target market!
Targeting your marketing activities fairly and squarely at the people who need
and want your service or product is the secret to creating quality enquiries and
getting prospects to open their wallet.

 Understand that marketing is not advertising.Don’t make the mistake of


thinking that advertising and websites are the only two ways to attract more
business. You can market your small business in literally hundreds of ways, so it
pays to know what they are and then eliminate the ones that won’t work, or that
you can’t afford, up-front.
 Set sales goals and targets. Marketing really is a numbers game. Marketing
efforts that won’t directly or indirectly bring in new business have absolutely no
point. Know what your goals are in terms of revenue, expenses, profit, number of
enquiries and, of course, number of new sales.
 Get a handle on the four Ps of marketing.Getting your product, pricing,
placement strategy (distribution) and promotional strategy humming along and
working together is crucial to good marketing.

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