Big Business Marketing Tips for Small BusinessesBy Maggie Barr , March 8, 2011

Thinking Big Without Spending Big

Big companies have budgets too!

Mistakes can result in huge losses

Leverage can be found in strategic partnerships

Outsmarting your competition is harder when

you’re big – everyone sees what you’re doing!

Thinking big means doing your research

So you strike at the heart of your competition

So you’re targeted about which customers you reach

and what message you reach them with

Thinking Big Tip #1

Know who the direct competitors are

Know the indirect competitors too

What else might they spend that money on?

Doing it themselves?

Not doing it at all to avoid the unknown risks?

Complimentary products or solutions?

If you were in their shoes, what are reasons to

not buy what you’re selling?

KNOW YOUR CUSTOMER’S ALTERNATIVES

Thinking Big Tip #2

What does your business offer that no one else

does?

Great location

Great service

Great selection

Comprehensive solution

Expertise – this can be created too!

And can it be easily copied?

Without this you’re dead in the water!

LEVERAGE YOUR COMPETITIVE ADVANTAGE

Thinking Big Tip #3

Be responsive – don’t lose customers!

Be pleasant to work with – win more customers

Encourage customer referrals

Buying Cllubs

Frequent Flyer Discounts – bring friends

Resolve problems with care

OK to spend on customers service

Consider it a marketing expense

CUSTOMER SERVICE MATTERS

Thinking Big Tip #4

Segment your customers by need, not

demographics

Define 3 or 4 customer profiles

They all need what you have

They need it for different reasons

Who spends more? Who is more Loyal?

Figure out their pain

Then tell them how you will solve it

Are the different roles in the buying decision?

PROFILE YOUR TARGET CUSTOMER

Thinking Big Tip #5

Don’t waste money not knowing if your marketing is

working

If you’re not sure, it probably isn’t

Test, test, test

Every activity you do should include a test of some

marketing or messaging variable

For new offers do surveys and focus groups

What is it that they like about the offer

What do they NOT like – do they prefer other options?

What sales pitch is the most effective?

AVOID MISTAKES AT ALL COST

Thinking Big Tip #6

CONSIDER ALL THE TOOLS IN YOUR TOOLBELT

Print Ads

WebsiteContent

SocialMedia

DirectMail

Google Places

EmailNewsletters

Events

Links from other Sights

Thinking Big Tip #6 (Cont.)

You have many different tools to reach and persuade

your customers – how will it have the biggest impact?

For Awareness you can use online ads, get listed in an

online service provider list, and encourage your

customers to share your offer with their friends

Where do customers go to find what they’re looking for?

Who do they rely on to make a good recommendation?

Where do they expect you to be?

Where are they looking at complimentary purchases?

CONSIDER ALL THE TOOLS IN YOUR TOOLBELT

Thinking Big Tip #6 (Cont.)

For the Consideration phase you need

Awesome looking website – better than the competition

Lots of well-organized information online they can use to

make their decision

Online videos, charts, whitepapers, articles, blogs, etc.

If you were making the decision, what would you want to

know first?

For the Comparison phase you need

Proof of why you are better

Customer quotes, references, case studies, and “Like’s”

CONSIDER ALL THE TOOLS IN YOUR TOOLBELT

Thinking Big Tip #7

“Co-opetition” Every competitor can be a partner too!

What complimentary services do you have?

Can you both grow your business working together?

Consortiums are great ways to learn from each other

You never know until you try !

Find complementary partners offering similar products

and services

Market together

Refer customers to each other

DON’T GO IT ALONE – FIND PARTNERS

Thinking Big Tip #8

Run a pilot when you’re not sure of a vehicle’s

or messages effectiveness

Give customers discounts or offers for

participating in the trial

Offer two different choices and ask “which do

you like best?”

Measure your results! Which sells better

PILOT TEST NEW OFFERINGS & IDEAS

Thinking Big Tip #9

Only one call-to-action per messaging vehicle

Not 2!

Not 3!

Don’t assume they know your space

No jargon

Spell out abbreviations

Consider language barriers

Repeat the same message everywhere for a 3-

6 month period

Only one campaign message “out there” at a time

KEEP YOUR MESSAGING SIMPLE

Thinking Big Tip #10

Study and think through new trends in your

industry, or in your customer’s environment

What’s changing these days?

What do they want now that they didn’t before?

Are your competitors following trends?

How should you change your product or service?

What new places do your customers go for

information and purchase transactions?

eBay? Craig’s List? Amazon?

What events can you attend to reach customers?

BE VERY CREATIVE

Thinking Big Tips

1. Know Your Customers’ Alternatives

2. Leverage Your Competitive Advantage

3. Customer Service Matters

4. Profile Your Target Customers

5. Avoid Mistakes at All Costs

6. Consider All Tools in Your Toolbelt

7. Don’t Go It Alone – Find Partners

8. Pilot New Offers & Ideas

9. Keep Your Message Simple

10. Be Very Creative

QUESTIONS?

Print Ads

WebsiteContent

SocialMedia

DirectMail

Google Places

EmailNewsletters

Events

Links from other Sights