Are you struggling to market your small business? Here are some tips for marketing small business

You can't afford to market like the big boys do, because for you, it is not about building a brand for future sales.  It is about producing results now.  So design your advertising to induce sales now.  You could also target customers who are not so fussy about extra quality by offering them a stripped down product at lower cost.  This does not mean you cannot target those who are willing to pay more.

You could also look for non competing small businesses targeting the same group of customers, and offer to publicise their product in exchange for the same thing from the other businesses. 

Existing customers can become your loyal advocates If you are treating them well. Give them incentives to bring you new customers.

These are practical ways to market your small business on a shoestring.

If you still find you are struggling, it could be because

·         You have little  idea of the basic principles of marketing a small business

·         You do not understand of the features and benefits of your product or service

·         You have little  confidence when it comes to marketing

·         You are paralysed by a fear of failure

·         You do not have a cohesive marketing plan or strategy

·         Your communication skills need developing.

Whatever you decide to do it is always a good idea to have a plan.  And it need not be elaborate.  Key questions to answer in your plan are

·         Which customers are you targeting? Be as specific as you can.  For example 'women' could more specifically be 'women aged 25 - 45' or even 'women aged 25 to 45 who enjoy walking'. It should be a target that you can reach, and which, If you reached would give you reasonable business. If it is too small a target, or too difficult to reach, it doesn't help much that you have defined them.  Perhaps you need to review your proposition.

·         Know exactly what you are selling to this target. Is it shoes? Is it comfort while walking? Is it security for their feet?  To help answer this question you might ask what problem you are solving for this target.

·         What are your goals? You might express this in number of pairs of shoes sold, or % of the target consumers that you reach, or the number who actually become your customer.  Goals help to focus your resources

·         How will you promote your product to achieve this goal? What resources will you use and how will you allocate them?

·         Who or what is your competition and what will you do to ensure your pie of the business?

If you would like some ideas on how to market your small business

Click here to purchase the e-book 'How to Market your Small Business for next to nothing.'