Small Business Information

Three Big Barriers To Small Business Marketing Success


When you feel like you're always busy working on your business, but not getting where you want to go, it can be frustrating trying to figure out how to get your marketing on track. It can easily become a "not seeing the forest for the trees" feeling.


Here are three big barriers I regularly come across with business owners and how you can avoid them.

1. No Clear Definition Of Success
For some, the word Success brings thoughts of fame and fortune to mind. But for small businesses, I'd caution against this definition being your guiding light. When clarifying your own definition of success, I suggest starting with success from your client's point of view.


What is it that you are trying to do for your clients? What is it that they'll have or be able to do as a result of buying your service from you? Match this up with what you are passionate about. What is it that you love doing for your clients? I'll know I'm successful when my clients no longer have to struggle with how to consistently attract more business.


2. Not Clarifying Who Your Ideal Clients Are
When you can clarify who your ideal clients are, you are better prepared to know where to find them and how to market to them. You can develop messages that will appeal directly to them.

What do you know about your best clients? Spend some time to put together as complete of a profile as you can on the clients you enjoy working with the most. What are the demographics and characteristics? How would you describe them to someone who has never met them?


Without clarity of your ideal clients, you're likely to waste time, effort, and money marketing to the wrong crowd(s) and/or not getting your message across.


3. Not Spelling Out Your Unique Value
You must be able to clearly define what differentiates you from your competitors. If your prospects can't differentiate you from all the competitive alternatives in the marketplace, then why would they come to buy from you?


Often for small businesses it's not that they're not unique, it's just that they haven't spent the time to evaluate and clearly describe how and why. What is it that you do better, faster, cheaper, or more effectively - whatever? Maybe it's a unique model you've developed or the unique niche of clients you serve. Maybe it's your satisfaction guarantee offered to clients.


Most important here is to spell out why your uniqueness is so important to your clients and prospects. Why should they care? What is it that they'll get by coming to you for services?


Spend some time critically looking at these items for your business. It will be time very well spent. If you find you can't see the forest for the trees, don't hesitate to get some outside help.

(c) 2004 - Kevin Dervin, KPD Marketing

About the Author:

Kevin Dervin is focused on helping small businesses that are ready to grow, but struggle with how to consistently attract more clients. Visit http://www.proven-small-business-marketing-solutions.com for more great marketing information you can put to use in growing your business today.

Find Kevin's Kansas City based KPD Marketing practice at http://www.ABCDgrowth.com and subscribe to his free ezine called ABCD Grow.


MORE RESOURCES:

Ask the experts: Small business survival plans
Financial Times, UK - 4 hours ago
By Jonathan Moules Be positive, be distinctive and be brave in the face of a recession, say our experts. “During the last recession, I was running a company ...


Balti bail-out is no comfort food for small business
Telegraph.co.uk, United Kingdom - 9 hours ago
There is also too little water from the fireman’s hose being sprayed in the explicit direction of the small business owners who are being starved of credit. ...


WNCT

BofA's Small Business Lending Woes
BusinessWeek - Oct 10, 2008
by Amy Barrett Bank of America (BAC) has taken a hit on small business lending—and that could mean still tighter credit for entrepreneurs. ...
Analysts: Sooner is better for BofA capital raise Bizjournals.com
Bank of America Corporation Q3 2008 Earnings Call Transcript Seeking Alpha
Bank of America Announces Third Quarter Earnings and Capital ... International Business Times
Wall Street Journal Blogs - DSNews.com
all 861 news articles


Small business owner: 'We haven't lost hope'
Bay News 9, FL - 3 hours ago
But small business owners in Safety Harbor don't seem to think the bill will help them much. "I think the bailout was just for the big guys," said BJ ...


Boston Globe

Candidates Present 401(k) and Small-Business Plans
New York Times, United States - Oct 10, 2008
Campaigning in Ohio, Senator Barack Obama also put forth a proposal to deal with the economic crisis, urging a rescue plan in which the Small Business ...
Obama Proposes Small Business Rescue Plan Washington Post
Obama Unveils Small Business Rescue -- And Boosts SBA Inc.com
Obama proposes small business rescue plan United Press International
Wall Street Journal - New Hampshire Business Review
all 235 news articles


Wall Street Journal

Obama Proposes Small Business Rescue Plan
Washington Post, United States - Oct 10, 2008
He said the $5 billion Small Business Rescue Plan would be similar to one implemented after the terrorist attacks of Sept. 11, 2001, and would be run ...
Video: Obama: 'Taxpayers Shouldn't Pick Up Tab' AssociatedPress
all 909 news articles


SMALL BUSINESS Negros producers transcend boundaries
Inquirer.net, Philippines - 20 hours ago
By Chupsie Medina MANILA, Philippines -- An advocacy that was started by 15 women from Negros in the early 80s has blossomed to become today an outstanding ...


Couldn't be more timely, Small Business Expo set for Thursday
Great Falls Tribune, MT - 17 hours ago
By JO DEE BLACK • Tribune Business Editor • October 11, 2008 What's a small business owner to do in this uncertain economy against a backdrop of tightening ...
Tight race expected in HD20 between Jack Allen, Deb Kottel Great Falls Tribune
all 2 news articles


Small Business Week 2008 ready to Launch
is4profit, UK - 3 hours ago
Following this will be five days of events for small business–owners, presented by experts from businesses, business support organisations and industry and ...


How Small Business Owners Can Cope With the Crisis
BusinessWeek - Oct 10, 2008
Chad Moutray, chief economist at the US Small Business Administration, says small business owners are scared like everyone else. "A lot of them are sitting ...

Small-Business - Google News

home | site map
© 2006