Research is key when it comes to marketing and advertising small business.
a veteran small business marketing consultant of over twenty years, I
have spent a lot of time helping entrepreneurs attract, capture, and
keep the customers they want.
Getting new customers is vital to any business and there is a lot more to it than putting up a nice looking website or giving great customer service. Most people, especially those just starting out in a new venture, don't realize how different marketing and advertising small business is from promoting big brands and larger companies.
Because larger businesses have more volume, they have more financial resources. Getting their name out, even if it doesn't directly SELL products, often makes a lot of sense.
After all, those companies already have an established loyal base of customers, prospective shareholders, and employees they want to keep their brand in front of. And if an ad campaign flops, so be it. They learn from it and move on. Most small business owners don't have that kind of spare cash.
Sadly, many small business owners, even solopreneurs, use larger companies as their role models for marketing. How does that make sense when you neither have the funds -- or even the same needs -- as those organizations? Small companies need to get a return on every dollar they lay out. The only image you need to worry about is the one that interfaces with real prospects and customers.
As a small business marketing consultant, I believe that the biggest reason one in five businesses fail in the first year -- and 50% fail by the 5th year, is a lack of small business marketing savvy.
High impact low-budget marketing starts with understanding the basics and doing your research.
Consider this research for getting better returns when marketing and advertising small businesses: