Marketing is essential for your business to grow. Of all of the systems of your business, if you don’t get marketing right, you will eventually go out of business. We all know this. Yet marketing is often mysterious, unpredictable, frustrating, and expensive. When I start working with a new client I typically see one of two things.
As far as business growth strategies go, one we always come back to is marketing. The reason for this repetitiveness is that marketing has many facets. In fact, marketing is often THE sole system that holds business growth back. It’s also the one system that can propel your business into dynamic growth.
Every small business needs a current and actionable marketing plan! However, it is easy to feel overwhelmed by the task of writing one. Most software programs designed to help you are often too comprehensive; to the point that many business owners give up, or never even start.
Marketing plan software can be very helpful, but I want to offer you a quick, simple way to create an actionable plan that will get you results! After all, results are what we’re after!
From time to time I have business owners approach me for feedback on a new logo. The truth is that there is no end to creativity and the possibilities of creative logos. However, the bigger (and more important) question is this: “What do you want your logo to represent?” Or, in other words, what’s your brand?
Logos in and of themselves are not really as significant as some may think. They really have nothing to do with the establishment of your brand. They are only important after you establish your brand.
People will not look at your logo and see the essence of your brand. Consider the Starbucks logo. It communicates nothing about the coffee experience. In fact, some would say that it is really not even that creative.
However, once you have established your brand, your logo becomes the visual identity of that brand. So what is a brand?
On June 12th, 1987, Ronald Reagan made his famous speech at the Brandenburg Gate near the Berlin Wall where he issued that historic challenge to Mikhail Gorbachev, “Mr. Gorbachev, tear down this wall.” The rest is history.
This speech was actually loaded with powerful lines, but they are all overshadowed by this emphatic message. Two reasons this statement was so powerful is because it was concrete (not abstract) and emotional (not just intellectual). Geoffrey James in his book How to Say It: Business to Business Selling uses this line as an example of how we as business owners and sales professionals can and should craft our selling messages.
Getting new customers doesn’t have to be expensive. In fact, winning new customers can be the opposite…low-cost and high return! I want to share with you 3 low-cost marketing strategies that will help you win new customers that you can implement immediately.
What is the purpose of your business? What is the purpose of any business? You might say, “to make money!” Well, you’re not wrong. But how does any business make money, let alone make a profit? This is how: Every business must find, satisfy, and retain customers in a profitable manner!
One of my favorite business bloggers is Seth Godin. Frequently on Saturday’s I like to pick my favorite post from Seths_Blog that week and push it out to my readers with my commentary. One of my favorites that I bookmarked long ago was “Getting Confused About Causation and Correlation.” This has particular interest to me when it comes to small businesses and how they analyze their marketing results effectively. Here’s Seth’s insight:
Have you noticed that in most cities, every time there are lots of umbrellas, it’s raining?
From this analysis, the obvious way to make it rain is to be sure that everyone has an umbrella, preferably a black one, since that seems to be the kind that’s most visible during big storms. Read more…