Tools (CC) by Spinster Carrdigan, on Flickr

Let’s begin with a story. It’s a story about a man who was upset with the way things were done.

The man decided to compile his issues and then post this for people to see and comment. Because of a new technology, his message was not only read by the community but reached far and wide. It went viral.

So who was this man? It was Martin Luther who outlined his thoughts 500 years ago. And the “new” technology was the printing press. It isn’t clear how many people he reached but multiple printings of his comments have been found. For more on this story, check out NPR at: http://www.npr.org/2016/11/20/502437123/how-technology-helped-martin-luther-change-christianity

I suspect that as you read the story you probably thought I was going to mention a social media tool. Instead I want to bring out what I think are two lessons for small-business owners. 

The first lesson, and probably obvious, is the need to be aware of and willing to consider adopting something new in your marketing.

Yes, it is difficult today to know what will be around tomorrow so I am not saying you need to be the first one to try something. But if you see something making in-roads, consider it, as an early adopter, in your marketing plans. Not doing so gives the advantage to your competitors.

Second, and not so obvious, is to not forget about existing marketing tools already available to you. I heard about this story on the radio. The radio has been around a long time but people are still listening to it. And some of the story was found in print. People still respond to the printed word through advertisements, coupons, brochures, business cards, etc.. Keep these tools handy and use them as appropriate.

A good marketing plan uses the best tools for the task. The best tool often depends on who the audience is and what you are selling. And the way you find out what tool is best is through testing and analytics. Don’t make assumptions about what tool will be best. Test and re-test. Check with your audience.

So as 2017 begins, it’s time to plan your marketing for the year. When you open your toolbox, look at the newest and brightest tool but don’t overlook the tried-and-true as well.

Good marketing.

Let people know you exist!

When asked about marketing, many small-business owners think of a one-word definition: selling.

Selling is one part of marketing, and it is a crucial part because it brings in revenues to keep the doors open. But it is only one part. Paraphrasing from Jay Levinson’s classic book, “The Guerilla Marketer,” marketing is defined as “everything you do.”

Simply put, marketing is any contact you have with someone who is not involved in the business. Marketing is first the art of getting people to know you are in business. Second, it is the art of getting them into your business. Third, it is the art of getting people to buy.

Marketing is an opportunity for you to expand your business profits. It is a chance for you to build a relationship with your customer, your community and your industry.

A good marketing program involves a number of activities. Although marketing need not be expensive, it does require some financial resources and time commitment.

One of the most underutilized marketing tools is public relations. This means getting news about your business in front of your potential buyers. Some of this can be done through various media outlets. It also occurs when you work on community projects and involve yourself in community affairs and civic organizations.

For years, starting a website has been considered marketing. And while it is one part of an overall strategy, if your website is not focused or maintained, you may see little return.

Websites have a role in marketing today more than ever before. Yet by itself, a website is not enough.

A marketing strategy also needs to include printed materials. Brochures are important but will do little alone. Price sheets, product specifications and user guides also are printed items that support an owner’s marketing plan.

If you, for whatever reason, are only going to print one item, that item should be a business card. Business cards are a key marketing element. They are useful in various times and places, from simply including one in someone’s purchase to networking.

Marketing is also signs, color, logos, customer service, a smile when someone enters, and clean floors. It’s the packaging, displays, pricing, message, and response to consumer need. It’s everything you do.

Marketing does not need to be clever, but it does need to be eye-appealing. Nor does it need to use humor or have a catchy slogan. How many times do you remember a slogan but not the company?

Don’t get discouraged with your marketing efforts. Not all parts of your marketing will be successful. This means you need to be able to track which marketing tools worked and which did not. That may sound difficult, but it can be as simple as asking your customer why they stopped at your store.

Marketing is an investment, not a cost. It may be the best investment you can make.

Photo (CC) by SEO, on Flickr

Recently, my wife and I decided to be a local tourist. We took a couple of days to go visit local historical sites that we had never seen before.

Our trip took us into some very small North Dakota towns where we decided to spend the evening. We found our lodging using a smartphone.

The next morning it was time for breakfast. Imagine our disappointment when the online results took us to a café that was being rebuilt. The next town did not show anything available but we took a chance that the gas station might have something. When we pulled into town, we noticed there was a grocery store/bakery. The sign on the door said it would open in about 10 minutes. So we waited. The result was some tasty baked goods, coffee, orange juice as well as the hot dogs, buns and potato chips we wanted for lunch.

We asked the owner why she wasn’t online. Time was one issue. The second issue was being accurately shown on the map. There was a listing for her store but, as the town did not have a zip code, the location was in another town 16 miles away. Her business was listed in a city website directory but it didn’t have any information about what was offered or hours of operation.

We used our smartphone two other times on the trip, both times for directions. The results were correct once and incorrect the second time.

So what’s my point?

Your business, whether large or small, must have an online presence. At a minimum, you must get on the map in the correct location. You should also ensure that someone can get some idea of what you offer and when you are open. All of these basic items can be done from a simple static website. Yes, this was a tourism situation but I think I am like many other people using my phone to search in my home community as well as when I am traveling. And younger people depend even more on mobile devices.

An alternative might be working with your community website to get that basic listing but, remember, you have no control over that site. Making changes can be difficult and if no one regularly maintains that site, your information can be out-of-date and of little use to the consumer.

The idea of developing an online presence can be a scary prospect. To help you understand why it is necessary as well as the language and basic elements you need, the Power of Business and a group of Extension educators have developed information to walk you through the process.  You can find three free resources here. While some of the information is industry-specific, most of it is generic and can help any business owner.

So what are you waiting for? Don’t let customer pass you by. Let them know you are there with your online presence.

Tools (CC) by Spinster Cardigan, on Flickr

Marketing makes many small-business owners nervous. They aren’t sure just how to approach it in terms of an overall focus. Nor do they know what to do when bombarded with a constant stream of articles touting the new “must-do” marketing approaches. (See Basic Marketing Tips)

The typical response of business owners when facing these issues is to go one of two directions. The first direction is to run some ads, contribute to local fundraising efforts and join local civic organizations.

The second approach is to try every new tool that comes along but often with no thought as to how each tool, or if each tool, fits into the marketing plan.

Two issues arise with both of these approaches. First, the business owner has no plan or goal for marketing. Second, without goals, trying to decide what tools to use becomes nearly impossible. The glitter and idea of new tools becomes the deciding factor instead of what each tool offers.

It’s knowing what you want to achieve that should drive your marketing effort. This means knowing who your potential customers are, where they are located and how to reach them. It is this information that should guide the selection of the best marketing tools to use.

Some of the traditional marketing tools such as meet and greet, business cards and signage or visual pull, offline and online, still are great tools.

And nothing can replace the brand ambassador, or that customer who shouts out how great a job you are doing. But on the flip side, nothing can hurt like the negative review that a dissatisfied customer offers.

Mentioning brand ambassadors or dissatisfied customers brings in the idea of the global marketplace and some of the shiny, new marketing tools available. Where once the dissatisfied customer told maybe 20 people, today the world is his or her stage through new tools such as online review sites or social media. Similarly, the ambassador is of great help. Today’s consumer puts a huge amount of trust in these online comments, even when coming from people they don’t know.

Online Tools (CC) by Greyweed, Flickr

E-commerce, mobile, location-based marketing and social media represent just some of the new marketing tools that small-business owners can use. Each tool may have a place in the marketing plan.

So what’s right in terms of shiny, new marketing tools or tried-and-true old standbys? It depends. The small-business owner’s knowledge of his or her customers, goals and capacity should be the deciding factor on what to use. Business owners shouldn’t select marketing tools based on what those tools have done for someone else or the promises made about their effectiveness.

Two final notes: First, even with a careful selection of tools, no results are guaranteed. That is why the owner constantly must evaluate what’s working and what’s not and make the appropriate adjustments. Second, more new tools always will be coming along and the customer also will change. Thus, what works today may not be the tool for tomorrow.

Effective marketing can pay big dividends. It demands a market understanding and a selection of the best tools to use, whether traditional or new and shiny. Each business owner needs to find his or her best path.

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