The Market Mix: By Chris Heiler (CC), Flickr
You can have the greatest product or service, but if no one knows you’re there, your business will fail.
That’s a harsh statement to make, but it is true. The business world is littered with great ideas that did not succeed because the businesses had no buyers. A common reason for the lack of buying was that people did not know the product or service even existed.
Marketing is key to business success. I don’t mean selling, but the broader aspect of marketing.
Marketing must be integrated into every facet of building and growing your business.
Today much is said about the rise of online marketing. However, online marketing should be just one element of a marketing plan.
Other marketing tools include: newspapers, radio, fliers, word of mouth, networking and testimonials. The tools must include local media at some level, as well as the media that specifically reaches the business owner’s target market.
It is important for small-business owners to make and develop a marketing plan. There are so many avenues of marketing and within each one, so many ways to approach marketing. A business owner must consider what is best for his or her business, and that can vary by each product or service sold.
Three elements are crucial in whatever marketing plan and strategy the small-business owner develops. The message must be focused, remain consistent, and, most importantly, it must be repeated constantly.
Today’s consumer is touched by 5,000 advertising messages each day, or about 200 an hour. Of those, the average person can recall just one advertising message from the last hour. Why do we see major companies advertising over and over? Because the consumer may not have heard the message among the competition’s ads. Plus, as humans, we forget very quickly.
Thus, with that number of messages bombarding consumers day in and day out, being repetitive in getting your business in front of people as a reminder is crucial.
Be cautious, though, in how you approach this. You can’t have the same message on the same media over and over. Think about how you can reframe it. Change the media you use. Do things to keep it fresh.
Marketing is a challenge. But like most business problems, it is a challenge that the savvy business owner can overcome. Know your strengths, form your message, and keep it and your business in front of your target audience.
Glenn Muske is the Rural and Agribusiness Enterprise Development Specialist at the North Dakota State University Extension Service – Center for Community Vitality. Follow Glenn on Twitter: @gmuske
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Glenn Muske is an independent expert on rural small business, working as GM Consulting – Your partner in achieving small business success. He provides consulting, and writes articles for county extension agents and newspapers across North Dakota. Previously, he was the Rural and Agribusiness Enterprise Development Specialist at the North Dakota State University Extension Service – Center for Community Vitality.
Really like this part “it must be repeated constantly” which a lot of flashy go-for-latest trend posts don’t talk about – added post to resource list.
Thanks for sharing it, Derek.
It’s important for you message to resonate with the target market. Do you know why they buy your product/service? Have you checked? Many marketing plans miss on this point even when owners are absolutely certain they know why customers buy. Get feedback from buyers.
John Cameron
ROCK SOLID Business Coach
John, I completely agree. You are not your target market.
You are right. Knowing your customer is a first step in creating an engaging message.
I think this article shares great tips for how to create a successful marketing message. It can be so difficult to narrow down our message to get to the heart of the conversation. As a small business owner myself, I think the tips that have helped me the most are to have a thorough understanding of
your market and to use your message consistently.
Thanks for your comments Jill. Appreciate hearing your thoughts on what helps you most. Business owners like hearing what others like them find helpful.
You’re right. It’s amazing how many businesses market online but it is like they are talking to themselves. Real marketing requires an audience. However, you can only get an audience if you have something good to offer.
Ivan, that’s true!
Agree.