Ok. You've got a good brand. Actually, you have an AWESOME brand. You are in love with it and it seems, so is everyone else.

You have a website. It wasn't exactly what you wanted, but it does a pretty good job. Doesn't drive leads how you thought it would, but as a brochure, it's not too bad and it has all the information your customers need.

You have some great ideas. Well, more than great - your ideas are not too far from some of the one's that Albert Einstein came up with, just no-one knows it yet. Or at least you like to think so.

DOES THIS SOUND FAMILIAR?

When small businesses have hired a company to build their brand (design of a logo usually costs between $5,000 and $12,000 for small businesses), and another to build their websites (website development for a 15 page site usually costs $7,000 to 15,000), it typically is the entire budget of the first year for a startup business. On top of that, small businesses need to print stationary, brochures and sometimes flyers.

When your budget is spent, what do you do?

The first thing you do is DON'T NOT MARKET YOUR BUSINESS. If you don't market your business, then you will struggle to be successful. People need to know who you are, what you offer, what is your unique selling proposition and how they can find you. You need to give them reason to come and buy from you.

Small business is hard enough, without having to worry about how you are going to get customers and capitalise on that great new logo you had developed and your shiny new website.

The other day, I sat down with a former chairman of Clemenger, and he said to me that it is better to own a small slice of a big business, than a big slice of a small business. The same goes with marketing. If you want to build your business, then you have to give up something. Not just your weekends, but more than likely, a little dosh.

Investing in marketing may seem like something you should put in your 'too hard basket' but if you do, your business results will reflect.

It may not be a marketing consultant that you are after, nor may it be an agency. Perhaps even a freelancer is too expensive. If none of these options work for you, then you should consider becoming the marketing champion in your business. Learn everything you possibly can from the internet, books and asking advice from SUCCESSFUL people.

But you do need to market your business. Someone needs to be dedicated to getting your brand out there and connecting with your customers. If your time is valuable, then outsource. There is a reason why outsourced marketing has been so popular over the years, and that is because small business owners struggle to be able to be all things to all people and quite often just don't have the skills they need to take their business to the market.

Be successful. Market your business.



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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

1 comment

  • Peter
    Peter
    13/07/11

    I have a great skill set, however, marketing is not something I specialize in. I have found books and seminars to be helpful but nothing can compare with experience. Opening my business doors to years of marketing experience and fresh ideas has done wonders.

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