I’ve heard it said that marketing is simple; tell people what you do, and tell them over and over again. For the average small business, I think that marketing should be that simple. Small-business professionals wear multiple hats and their demands require simple and effective execution.
However, marketing is only this simple with one key piece in play: you have to know what you really do and why a prospective customer should come to you. Knowing what you REALLY do can lead to simple and easy marketing messages and will help dictate what types of marketing you do. Here are a couple of questions to ask.
What makes my business different? – What do you do differently than your competition? Often times, it is what you do different, unique, or above and beyond that is the best indicator of “what you do”.
What line of business am I the best at? – Often times, one company can have many lines of business. For instance, a plumber could provide plumbing repair, plumbing maintenance, emergency plumbing services, plumbing for new homes, etc. What this plumber does best may be the message that he/she should share.
What would my loyal customers say about me? – It has been said that your brand is no longer what you say it is, it is what your customers say it is. In terms of marketing, I would say that the same thought applies to “what you do”. Ask your most loyal customers what they think about your business. They’re loyal for a reason. Find out why.
Simple marketing can lead to better decisions, allocation of funds and results. Invest a little time in determining what it is that you do, and start telling people. Once you start telling them, do it over and over again.