Becoming a successful entrepreneur isn’t easy. In fact, about half of all new businesses fail. If you’re ignoring the odds and going for it, here are some marketing program tips to leverage for small-business success.
Start by getting your brand established. An easy-to-remember name that makes it clear what you sell is important. It’s tough to get noticed even with a mega-advertising budget. So don’t make it harder for people to figure out what you offer with too clever a name.
Also, your logo, signs and brochures should be designed professionally. If your brand elements are poor quality, that’s the image you’ll convey to the public about your business.
Publicity is a very important touch point for a new business. News articles offer more credibility than a paid ad and provide valuable third-party credentialing for your business and marketing messages. Announce with a press release that you’re opening up shop and why. Try to include an interesting news hook, like how you’re filling a gap in the market. Follow up with calls to the media.
New business owners usually have limited advertising resources. It’s vital to roll out a new business with enough resources to get the word out. With limited advertising dollars, prioritize on which media give you the most value, not on a cost basis alone, but the most efficient use of your marketing dollar.
If your business has a narrow focus, direct mail and advertising in targeted trade magazines can provide some real return on investment. If you’re looking for business leads with more general audiences, newspapers and the various forms of electronic media can make the phone ring. Just do your advertising intelligently, and get the advice of a professional since so much is on the line.
And if you’re launching a new business, you’d better have a website. If you don’t, it will hurt your credibility. In addition to a website being a valuable source of information for people looking to do business with you, it can drive new business. Do your site right with professional design, if possible, as it is your most important marketing investment. If necessary, there are many inexpensive online services that provide website templates and content management systems for you to get a site off the ground.
Stack the deck for success for your small business by ensuring smart marketing is part of your investment.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com.
