The Business Bulletin
Insights into marketing a small business Marketing for smaller businesses can be a real struggle, especially in the early stages. Having to ‘get the word out’ on a limited budget can be hard when you must try to understand what the best-value techniques are to attract new customers, raise awareness and your profile, increase sales, and get a real return on your investment.
As it’s a very broad subject, I’ve split
without a thought to any sort of
the time and resources needed, and
this piece into two parts with part 1
strategy and plan to ensure they reach
sticking to it, are the common secret
now…part 2 will come next time, so be
their target market…in fact, some don’t
to marketing success.
sure not to miss it!
know their target market!
These days, smaller business owners
It’s just as important to know ‘what
Let’s be honest, while you’re all fantastic at what you do, you are
(by smaller businesses, I am talking
not to do’ as ‘what to do’. Whatever
maybe not experienced or skilled in
about ‘sole trader up to employing
others may say to you, there’s no
marketing. This probably accounts
50 people’) find marketing more and
magic marketing wand or ‘one size
for the following research results.
more challenging and complicated.
fits all’. Every smaller business is
However, if you don’t market your
I’ve come across so many that take an
different. However, the process of
products or services (which might
ad-hoc approach to their marketing,
building a strategy and plan, giving
be the best in the world), no one will
34 | Issue 14 – Sales and Marketing
