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Beyond Traditional Marcom Building Marketing That Sells

by Todd Mintz

When the word Marketing comes up, most people immediately think of fancy ad campaigns and big budgets. They may make you feel good, but in today’s economy, a small business on a tight budget can only afford to spend dollars on marketing programs that actually drive sales leads in the door.

A tightly focused “guerrilla” marketing program, when done right, can help small businesses accelerate sales at a fraction of the cost of traditional programs and campaigns.

As the economy continues to rebound, now is a great time to re-energize your marketing programs and focus on Marketing that Sells. Start by asking and answering the following questions:

  • Are my marketing programs maximizing awareness and lead generation, at minimum cost?
  • Do my Website, collateral and PR messages clearly communicate my company’s Unique Selling Proposition (USP), and why customers should pick us over the competition?
  • Is there effective hand-off of sales leads from Marketing to Sales, and am I sure that my Sales team is following up on every lead?
  • Do I really know what my Return On Investment is from my marketing spending?

Once you’ve answered the above questions, do what top small companies are doing today, to maximize marketing ROI through guerilla marketing programs:

  • Continuously update/refresh your Website and collateral to make sure you are clearly communicating your company’s USP.
  • Build low cost e-marketing campaigns using newsletters, search engine optimization and Internet ad placement (such as Google AdWords).

  • Turn online visitors into leads with targeted offers and conversion mechanisms.

  • Focus your PR efforts on feature article and case study placement in trade press that targets your customers. Deploy an inside sales/lead development function to qualify leads generated by Marketing programs and ensure effective hand-off to Sales.

  • Customize your CRM system to track the source of all incoming leads, measure Marketing ROI, and ensure that every lead is actively managed by your Sales team.

  • Save marketing dollars through outsourcing. If your business lacks in-house expertise, you may find that outsourcing needed services is far less expensive than finding, hiring and training a new employee for the job.

  • These are just a few ideas to help get you started on the path toward “Marketing That Sells.”

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    About the Author:

    Todd Mintz has a broad and diverse background in Internet Marketing and Search Engine Optimization. He brings to the table an excellent skill set that few professionals possess in today’s complex world of Internet Marketing. Pay-Per-Click Advertising, Optimized Press Releases, Link Building, Keyword Research and Website Content Optimization – these are just a few examples of the many ways in which Todd helps companies turn their websites into the sales generating machines they were intended to be.

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