Top 10 Marketing Concepts For Small Business Marketing

Over the past decade more and more people are getting fired, getting downsized, or getting fed up with their corporate jobs and embark on the journey as a small business owner. Unfortunately, most of the new small business owners fail to consider their marketing plans or strategy. There are many marketing concepts for small business marketing to consider and plan for, but here is our list of Top 10 Marketing Concepts For Small Business Marketing.

Marketing Concept # 1: Consistency

Consistency is the number one marketing concept for small business marketing only because it is left out of marketing concepts for so many businesses. I have worked with a long list of clients, big and small, that are extremely inconsistent in all areas of their marketing. Consistency helps lower the cost of marketing and increase the effectiveness of branding.

Marketing Concept # 2: Planning

Once small business owners decide to be consistent with their marketing, planning is the next major concept to engage. Planning is the most vital part of small business marketing or any level of marketing, for that matter, and so many owners, marketing managers, and even CMOs plan poorly. Put the time into planning your marketing strategy, budget, and other concepts presented here to ensure success.

Marketing Concept # 3: Strategy

Strategy immediately follows planning because your strategy is the foundation for the rest of your marketing activities. In the process of planning, you must develop your strategy: who you will target, how you will target them, and how will you keep them as a customer.

Marketing Concept # 4: Target Market

Target market is also another key concept for small business marketing. Defining exactly who you are targeting allows small business owners to focus on specific customers and reduce marketing waste. A well-defined target market will make every other marketing concept so much easier to implement successfully.

Marketing Concept # 5: Budget

Although it is listed at number 5, budgeting is important throughout the entire process. Creating a marketing budget is usually the hardest and most inaccurate part of small business marketing. Most small businesses owners lack a great deal of experience in marketing, so their budgets usually end up skewed. The most important part of this marketing concept is to actually establish a marketing budget. From there, you can worry about how to distribute your available funds.

Marketing Concept # 6: Marketing Mix

The marketing mix is usually defined as product, pricing, place, and promotion. As a small business owner, you must specifically decide on your products (or services), the appropriate pricing, where and how you will distribute your products, and how will you let everyone know about you and your products.

Marketing Concept # 7: Website

In today’s market, a business of any size must have a website. I hate when I see businesses that have a one page website with out-dated information. Customers, be it businesses or consumers, will search the web over 60% of the time before making any purchasing decisions. This marketing concept contains a slew of additional components, but you must at least develop a small web presence of some kind and keep it updated.

Marketing Concept # 8: Branding

Many small businesses owners also neglect this concept. Small business marketing must focus on this marketing concept just as much as large corporations do. Branding consists of the pictures, logo, design scheme, layout, make up, and image of your products and even your company. Branding is how your customers perceive (please place a lot of emphasis on that word!) your products and company. Make sure to pay special attention to what kind of brand you are building through each step of your planning and implementation.

Marketing Concept # 9: Promotion and Advertising

Promotion and advertising is a very complex marketing concept, but must be considered for any type of business and its products and services. Once you engage the previous 8 marketing concepts, you must finally let your target market know about you and your products. Proper promotion and advertising will result in effective brand recognition, and, ultimately, increased sales.

Marketing Concept # 10: Customer Relationship Management (CRM)

The concept of customer relationship management has become a huge industry in the marketing world. There are many types of software and services offered to help businesses of any size handle their customer relationship management. Since there is so much available, usually for a large sum of money, small business owners usually look at this concept as something they are not big enough for or have enough money to implement. Don’t be fooled by the massive industry that has evolved from this concept. Maintaining proper customer relationship management is essential to creating loyal and consistent customers.

This list of marketing concepts should be examined, researched, planned, and implemented, especially by small businesses, in order to be successful. Also, your marketing doesn’t stop here. Each business is unique and will have additional components that must be considered, but this list will jump-start any marketing plan.

What Is Digital Marketing? A Guide to Marketing in Today’s Digital World

In the world of business development and branding, going digital is all the buzz. So just what is digital marketing and how can we use it to grow our businesses?

Digital Marketing Defined

Digital marketing is the advertising and promotion of businesses and their brands through digital media channels. Digital media, at the moment, includes websites, social media, radio, television, mobile and even forms of traditionally non-digital media such as billboards and transit signs. Essentially any marketing media that is delivered electronically is considered digital marketing.

This leaves only various forms of person-to-person (P2P) marketing, print advertising and direct marketing outside of the digital marketing umbrella. Even then, print ads, direct mail, print directories, billboards and posters are all starting to connect to their digital counterparts. With items like URL landing pages, QR codes, web banner advertising, online directories and text codes, traditional marketing and advertising almost always has a digital marketing connection.

Why the Focus on Digital Media?

The shift to digital media is being driven by marketing agencies, business owners and consumers alike. The ever-increasing demand to show quantifiable results makes going digital a dream for the digital marketing agency. Most digital media, including websites, social media and mobile advertising is much easier to track than traditional marketing media such as print advertising.

For business owners, many forms of digital advertising are very low cost. Having a web presence, engaging customers in conversations through social media and e-mail marketing are low cost alternatives to print advertising and direct mail. These digital channels are available to businesses of any size, and help to even the playing field for start-ups, small businesses and independent consultants seeking new business.

For consumers, the fast pace of life makes digital advertising a must. When consumers are in need of goods and services, gone are the days of thumbing through a phonebook to find them. Now, we whip out our mobile devices or head to our computers for answers – and we find them fast.

Using Digital Media to Build Your Business and Brand

No matter what size your business is – large or small to medium sized business / enterprise (SMB or SME) – you can effectively market your business through low-cost digital channels. The foundation of your marketing efforts will be your website. Invest wisely in your website, and be sure that it does the following:

  • Adequately represents your business and brand (look and feel, messaging)
  • Adequately speaks to your target audience
  • Can be found by searchers on top search engines
  • Is up-to-date and easily navigable
  • Provides multiple channels for customer communication
  • Connects to other marketing efforts

It is recommended that you work with a professional web design firm that is skilled in web development and search engine optimization. Because your website is the foundation to and from which all other digital channels will lead, it should be considered one of your top business investments.

Once you have your website complete, the next steps would be to launch regular monthly or bi-monthly e-mail campaigns, and connect with customers via social media. If you are truly on a shoestring budget, these are efforts that can be done in-house (by someone with the proper knowledge) or for a low cost by an outside digital marketing agency. Be sure that all of your efforts lead customers back to your website where they can fully engage with your business, products and services, and choose the channels through which they contact you.

If you’re interested in getting aggressive with search marketing, you can set aside some digital marketing dollars for search engine optimization and pay-per-click advertising. Many businesses today rely heavily on being found online to gain new customers. A common misconception among business owners is that simply having a website means that customers will find it. Not so. Your site must be built with specific key words and phrases, meta data, page content and linking strategies that will help it reach top search rankings.

Because many key words and phrases have stiff competition for top search rankings, you will need to supplement your organic search engine optimization efforts with pay-per-click advertising. Getting established with pay-per-click advertising campaigns can be a little daunting, but with a little time, effort and instruction, that too can be accomplished in-house, or for a reasonable cost through an outside digital marketing agency.

Beyond e-mail, social media marketing and search engine marketing, you can venture into a host of other digital marketing efforts. Mobile advertising, radio, television, electronic billboards and much more are available as marketing outlets. Whatever digital efforts you choose, they should all connect and tie into your foundation – your company website.

If you have the means, a wise investment would be to engage the services of a digital marketing agency to assist in your marketing efforts. Today, many digital agencies offer multiple levels of service to accommodate businesses large and small.

What is Available Within Ecommerce Marketing Strategy?

An ecommerce marketing strategy may include many different types of marketing efforts. This will usually depend on the goal you want to achieve with the campaign.

If you are looking to find out what is available to you with an ecommerce marketing strategy then you have many things to choose from. These include new content on your site, article writing and posting, blogs, email campaigns, press releases, and much more.

An ecommerce marketing strategy may include many different things like article writing, content, blogs, email campaigns, press releases, and more. The purpose of a marketing strategy is to announce certain events, create hype about a business, make customers curious, and provide an end result of higher sales. Branding is a big reason that people use marketing to create a name for themselves and their business. There are many companies that you can hire to provide marketing techniques for your company. The wonderful thing about the web is that a campaign is low cost to free. You can perform your own marketing techniques at no cost to you but your time if you know how to do these things. It is usually best to hire someone to help you in order to get the results you are hoping for.

Article writing is common for an ecommerce marketing strategy. Article writing is used for many different things like providing content on the web pages of a website and posting them throughout the web. The goal for articles when used as content is to have integrated keywords that will work with the search engines and for them to be interesting for the users to read. Article writing is very beneficial when used properly. Article writing across the web usually integrates links back to a website so inbound links are present. This works with the search engines also and provides an easy way for readers to check out the company site and see what the business is all about.

Blogging is another form of an ecommerce marketing strategy which people opt for. There are thousands of blogs across the web. The goal is to find relevant blogs discussing products or services offered by the business so you can talk about your business too. Blogs have shown to be beneficial when used as articles, integrating links back to the site, and talking about the business. People actually read and pay attention to blogs and they can be verry beneficial.

Email campaigns are popular uses of an ecommerce marketing strategy when a business wants to announce an event like a sale or special they are holding. This is a good way to reach out to thousands of people at the same time. A small percentage of people will go to the site out of curiosity and click around. This will improve site rank and possibly sales if they make a purchase.

If you are trying to get the word out about certain events and you want to have a big turnout then you might also consider hiring a professional to provide press releases. A press release ecommerce marketing strategy will target the local media. Many customers focus on the media to learn about sales and events in their local area. When you use a press release campaign, press releases will be sent to the media outlets and they will provide the advertising for you. This is a low cost campaign and it is very effective. This type of strategy is used when advertising things like big event sales and any type of event you want to draw a crowd to.