Marketing Made Easy

Recently, I had the opportunity to contribute a column to the April issue of New Business Minnesota. My article, Marketing Made Easy, focused on the fundamental marketing activities any new venture needs to consider – research, planning and simple, consistent execution. Here’s a link to download the entire column, along with good advice from my colleagues in the banking, legal and accounting fields.

Too many small businesses take the Ready, Fire, Aim approach to marketing. Successful businesses, though, take careful aim at a specific audience, develop a plan to tailor their products and services (and messaging) to that audience and then deliver that message in affordable, effective ways.

Step One: Understand The Customer

Intuition is important, but there is no substitute for good solid information. As I learned from the engineers I worked with at 3M, “In God we trust, all others must have data.” Doing market research can be simple and affordable. I highlighted a few inexpensive research options in my previous blog post, "Marketing Research for the Masses”

Step Two: Plan Your Work

SBA lenders all require a detailed marketing plan as part of the loan process. That alone, makes one critical for aspiring small businesses. Equally important, though, is the benefit of the plan over the long term. By using the marketing plan as a roadmap to growth, a business has the ability to take measured steps to success.

Step Three: Keep It Simple

Marketing doesn’t have to be rocket science. The key to success is delivering the clearest message to the most receptive audience. A clear elevator pitch, a clear, concise website and a compelling leave-behind printed piece are all many businesses need to get their story to their audiences.

Step Four: Be Consistent

Consistency means keeping the message constant and keeping communications regular. Customers and prospects should receive something at least every quarter. Those “somethings” should all feel like they fit together. An e-newsletter should reflect the website, which reflects the sales presentation which reflects the advertising campaign.

Marketing can be overwhelming, but it doesn’t have to be complex. A well-thought-out plan, focused at a specific audience builds the foundation. Simple, consistent execution makes the plan a reality.

Come out and see us

As part of our work with New Business Minnesota, Nomad Marketing will be participating in two upcoming events. During the Building a Better Business Workshop, I’ll be presenting marketing tips and tricks that all small businesses can use.