Marketing is one of the greatest challenges for a small business operator.  The process of finding, attracting, winning, and retaining customers is a constant battle and one that never ends.  And depending on the type of business, the way a business builds a customer base will be unique.  Even so, there are some valuable components of a Small Business Marketing Toolkit that can dramatically increase the marketing effectiveness for small business.  Here are some of the tools and resources to consider.  Let’s get started!

The Plan – SOSTAC

Yes, even a small business needs to build a marketing plan.  (I can already envision the rolling eyes.)  Here’s a framework to consider to help build and manage and effective plan.  The SOSTAC planning model works incredibly well for small businesses.  (I wrote about this briefly in a previous blog entry.)

The outline for SOSTAC is this:

• Situational Assessment
• Objectives
• Strategy
• Tactics
• Action
• Control (measure and manage against the desired outcomes)

Build a manageable plan that helps you reach, engage and support your market.  Don’t overextend beyond the realm of securing success.  Focus on doing things well.

Messaging and Positioning Platform -

A well developed messaging platform is a cornerstone for all marketing activities and communications.  A platform ensures all messages, regardless of where or how communicated, are consistent.  The  platform identifies:  Who is the target audience?  What is the unique value proposition? What are the desired takeaways for the audience?  What are the messaging pillars and what are the proof points to support them?

Integrated Web Presence -

This is more than a static Web site that serves as a billboard.  Find ways to engage your customers with fresh and interesting content.  Use the messaging and positioning platform to ensure consistent messages across platforms.  A Web presence can include a blog and online communities such as those on Facebook, both if which can be a part of business Web site.

Make it easy for customers to contact you through the site using a form.  Don’t ask for too much information which may scare off a contact.  WordPress is a fantastic platform to build and manage a site.  (It’s not just for blogging!)

CRM App or Service -

Plugging contacts into Microsoft Outlook isn’t the best way to manage a prospect and customer list.  There are many CRM apps and online services that are free or low cost that can help a small business manage who they must follow up with, when, how, and what the next steps are.  Many of these CRM tools can integrate with a Web site and Outlook and Google Docs.  Additionally, email marketing applications and services can integrate with many CRM tools.  Integration is very important because all contact activity can be centralized and tracked.  Without integration the information is tracked disparately which can lead to disaster later.

Email Marketing – Lead Generation and Ongoing Contact

There are a number of fantastic email marketing tools and services you can use for lead generation and ongoing customer contact.  Email is a very powerful tool – and very dangerous when used improperly.  Make sure to understand the anti-spam laws around email marketing and offer opt-out options.

Some simple guidelines to follow with email marketing:

• Don’t over-mail (spam) your prospects – Balance your email programs following a campaign schedule.  Remember, the contacts have given you delicate permission to email them.  Don’t violate that trust!
• Newsletters – develop a quarterly newsletter calendar to send to existing customers.  Provide brief information related to the business.  Try to include customer testimonials!

• Content – Keep the content focused and brief.  Provide links back to the Web site for more information
• Timing – Send the marketing and newsletter emails on a Tuesday or Wednesday.

Tip:  Small business email tools to consider are Constant Contact and StrongMail.

Social Network Channels and Communities -

Rule #1 – Don’t get overextended.  Rule #2 – when in doubt refer to Rule #1.

The neglected blog, old Twitter site, and out of date LinkedIn profile can be very damaging if a business cannot manage their presence and stay engaged!  Twitter and LinkedIn are fantastic ways to engage with and connect with customers and partners.  LinkedIn is especially powerful for connecting with individuals who have similar interests or associations.  Understand the rules of engagement to avoid blatant commercial broadcasts.

Search – Be wary of the search engine witch doctors who claim they can get your Web site to the #1 organic search position.  Unless they helped design Google’s algorithm (and the subsequent updates) search results can’t be guaranteed.  However, make sure the content on your site clearly states your value proposition.  Two other important guidelines to help with search optimization.

• Links: Include links to other sites and find legitimate ways to get other businesses and blogs to link back.
• Consistent Meta Data: Ensure each “Page Title” and “Description” includes content that is consistent with each viewable page.  Don’t jam tons of keywords that are irrelevant to the business or the page.

(An SEO tool to consider for WordPress sites:  Semper Fi Web Design has developed a WordPress plugin call the All in One SEO Pack which is available as a free download or a higher powered fee-based option.)

Let’s Wrap It Up!

Each business will have unique requirements for how to reach and engage with prospects, customers and partners.  The Marketing Toolkit can help a small business improve the marketing effectiveness and manageability of a plan.  The ideas listed here are by no means comprehensive but intended to show some of the resources available to help a small business grow and build an amazing customer base.

Let us know if you have some questions on these ideas and how they can help your business!

Cheers, Brian Hansford – President and Marketing Secret Weapon at Zephyr 47