Developing an effective marketing strategy as a small business owner

Most of us have heard this simple, but accurate definition of marketing: “Marketing is telling people what you do over and over again.” Therefore, the key to a successful marketing campaign is to pick a strategy that you’re capable of doing well and then be as consistent as possible in its execution. Sounds easy enough. Until you try to do it.

For anyone who has tried to put together an effective marketing strategy, you know how easy it is to get lost in the forest of options. Go to any business/marketing section of any bookstore and you will see book after book bursting with suggestions and possibilities for what you “should” and “shouldn’t” do to market your business.

Cold-calling, warm-calling, email, direct mail, networking, advertising, speaking, writing, etc. etc. Not only do you have to choose the strategies that will be the most effective for your business, but it is vitally important that you execute them with consistency and excellence.

For a small business owner without a staff of marketing professionals, this can be overwhelming.

Therefore, it makes sense to choose strategies that are in alignment with your natural strengths and abilities. After all, it really doesn’t matter how great a strategy is if every time you go to do it, you are filled with dread. Writing articles might be a fabulous way to market your business, but if you hate to write (or suck at it), you won’t be effective, and certainly won’t be consistent. Leave it out, or hire someone else to do it.

When it comes right down to it, marketing success isn’t any different from success in anything else: It’s about figuring out how to maximize (capitalize on) your strengths and minimize your weaknesses. This doesn’t mean you won’t have a lot to learn; however, you will gain competence faster and easier in the areas of your greatest strengths.

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Comments

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