Small business owners are brave people. They specialize in a product or service, and then they commit to offer it to the world. Suddenly this thing they do so well is a business, and they must embark on all the learning curves that come along with business ownership. For many, marketing is one of those learning curves. And when they look for marketing advice, what do they find?
One-on-one time with a marketing consultant comes at a price. As much as individual coaching may be needed, the price tag attached to it sometimes makes it hard to justify. So, business owners turn to the resources they can find online. They search for advice on social media, from fellow business owners, from online searches.
But much of the marketing advice I see out there is advice on how to use specific tools. How do you even know what tools are right for you to begin with? Every time a new marketing platform launches, there is buzz and pressure to use it. Before you know it, you are stretching your money or time, and you still are not sure what is worthwhile.
I am a small business owner. Many of my friends are small business owners. Most of my clients are small business owners. Here is what I know about small business owners:
- We start scared. We have no idea what we have gotten ourselves into! We wear all the hats at first. Marketing is one of the things on the “to do” list, but sometimes it takes a back seat to more urgent deadlines and pressures.
- We believe strongly in our offerings. We have a passion for what we do. We want to connect with others who appreciate what we offer, and it can be intensely lonely when we are not connecting with those people.
- We do not have a lot of time on our hands. We are looking for meaningful productivity – not busywork. Marketing that shows results feels great, but who has time for activities that do not return on the investment?
- We watch the bottom line. Some of us have steeper start-up costs or monthly expenses than others. We are always aware of the money going out and looking to spend it wisely.
- Over time, we grow. We start to transition out of that early phase and get a bit more security. This is the time when budgeting becomes particularly interesting. We have more to spend, but what is the smartest way to invest back into the business so it will continue to grow?
As a small business marketing consultant, I have worked with a lot of small business owners, including many friends. The mission of our work is to connect the business with clients – new or old. We start by asking questions. Who is the target market? Where is the target market? How does the target market get information? And what tools allow the brand to shine? The best marketing for YOUR business is where the answers to those questions intersect. It is a creative process.
I wrote Small Business Marketing on a Budget, because – like you – when I first started out I did not have the resources to pay for a consultant or purchase tools to help me create my sales funnel. I had to look around for the support I needed. I had to understand what questions were fundamental to the marketing process. I believe all small business owners deserve access to strategic advice and a toolbox of marketing methods (conventional and unconventional) to give them an idea of how to secure the clientele they need to succeed in business.
The Small Business Marketing on a Budget free eBook and low-cost workbook explore in depth ten different methods of marketing, referencing others along the way. I talk about principles of marketing, tactics you can implement, and whether they might be relevant for your business. If you want to work through exercises for your own business, the workbook is a great companion to guide you through how to apply the principles for yourself, including in instructions, templates, pro referrals, and tips.
You are a brave entrepreneur, and you deserve support to enhance your marketing and bring customers to your business. I hope this tool gives you some fresh ideas and insight to help you move forward.