Recently, I was asked by colleague Gary Swiontek, GrooveMaster Graphics, to share my thoughts on small business marketing. We'll share some of those ideas over the next two installments of View from the Marsh. Gary: What do you think small businesses or start-ups should do about marketing?
MB: "I think one of the mistakes small companies make is that they stray from marketing on a regular, consistent basis. My mantra is "Market Relentlessly." The idea is to spend time and money every week on outreach to new customers. I'm a lot like many of my clients -- I always feel best when my new business pipeline is full. In the first few years of my agency we marketed in a surge-forward, fall-back manner. We'd surge ahead with marketing, sign new clients, take care of the work and when the project was completed we'd fall back to start the process all over again."
Gary: Where is the best place to start?
MB: "Frankly, way before doing a newsletter, brochure, advertisement, website or anything else, we help our clients work on an "Elevator Speech." Most small business owners would be surprised to think that something so basic is so critical to their success. A great elevator speech is concise, offers a solution to a problem and ends in a provocative way that prompts more questions from the listener. It's really a critical building block for a successful marketing campaign."
MB: "I think one of the mistakes small companies make is that they stray from marketing on a regular, consistent basis. My mantra is "Market Relentlessly." The idea is to spend time and money every week on outreach to new customers. I'm a lot like many of my clients -- I always feel best when my new business pipeline is full. In the first few years of my agency we marketed in a surge-forward, fall-back manner. We'd surge ahead with marketing, sign new clients, take care of the work and when the project was completed we'd fall back to start the process all over again."
Gary: Where is the best place to start?
MB: "Frankly, way before doing a newsletter, brochure, advertisement, website or anything else, we help our clients work on an "Elevator Speech." Most small business owners would be surprised to think that something so basic is so critical to their success. A great elevator speech is concise, offers a solution to a problem and ends in a provocative way that prompts more questions from the listener. It's really a critical building block for a successful marketing campaign."
MB: "So many people start a business because they have some sort of expertise or technical skill. In my case, I was trained as a journalist and had years of experience working for the media before getting the bug to join a marketing agency. I caution small business owners about getting too wrapped up doing things outside their area of expertise, especially hands-on marketing. For my business I rely on outside experts for financing, tax planning and technology. As much as I may want to save some money by doing these things myself, it makes far more sense for me to hire an expert so I stay focused on what I do best."
