Marketing - Small Business Basics

Every owner of a small business owner prays that his marketing strategy will bring new customers throw the door who will in turn spend more money so that he or she can make an even greater profit. As a business owner yourself, your marketing plan should be organized so that it draws customers in based on their initial awareness that you offer a particular product or service.

If you are going to develop an effective marketing strategy then you need to understand the critical difference between advertising and promotions. Believe me, there are distinctions. While advertising and promotions should both be included in your marketing plan and both use similar mediums to communicate their messages, they actually do quite different things, so they need to be used in the right way to be truly effective.

Advertising is the means by which you promote your products and services. A marketing promotion does much more. Advertising is a way of keeping your business in the public~s eye.Your marketing promotion creates the image of your company and should bring positive attention to your business. One good example is having your business become involved in any type of positive community activity. This builds the image of your business as a concerned and committed portion of your community. It let~s your potential customers know you are a concerned entity. This will go a long way to build customer loyalty and repeat business.

Think about it like this, people are much more trusting of someone who gives, rather than someone who is constantly taking and never offering anything in return.

Advertising is much more than simply putting a display style image in your local newspaper or industry journal. You need to know what business you are running, what products and services you are offering and what benefits can you can provide to your customers. It's good to remember that many of your customers are fearful of something and it is that fear that usually drives them making purchases. If you can identify what these fears are and then customize products to suit their needs then sales will flourish and promotions to this group will then be very straightforward.

Doing promotions to generate goodwill in the community will foster an image of credibility and uniqueness for your company. These marketing promotions will keep the customer coming back.


Article written by Sharon Vondita
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Sharon Vondita is the manager of F.B.C. Marketing, which is an excellent collection of marketing information. To learn more, please visit us: http://www.fbcmarketing.com

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