Small Business Marketing

In Part 3 of this Article on Small Business Marketing, I am going to explore a marketing research and target marketing. Both are very important in marketing your small business, and the quality of the process of market research to define target marketing. See my previous article for information about marketing methods and strategies.

Research

Questions to ask:

- Is the combination of goods and services better, more competitive offering to the market than just a product or service?
- What is your preference? Price? An excellent product or service? Time? Barriers to entry?
- What should you emphasize? Quality, Selection, Location, Service, your professional status or history of the company?
- Can you effectively compete?
- Define your own events. What is their edge?
- Who are your best customers? Why?
* What are their population? Psychographics?
* Why buy?
* What the media they interact with?
* What is their spouse works for a living?
* What is their purchasing outlook for next year?
- What are the best aspects of your business in the customer's point of view?
* What improvements do not want customers?
* Do not want more free to interact as a newsletter, e-books, articles, forums, etc? Customers, whether immediate or future, offer the best marketing information. Prepare a questionnaire for them! Put a poll on your site. These are great ways to fully define their "best" customer, and what made them decide to buy.
- Provides valuable information about your competition and how you stack up. Research Bonanza is the World Wide Web!
- Use multiple search engines.
- Use of chat rooms and forums. They can be found in the focus groups and provide a valuable Marketing Research. Determine your marketing appeals or your customers' hot buttons.

At the end of the initial Marketing Research, ask yourself:

- What the customer needs, wants and translate into lower "X" amount of profitability?
- What improvements are needed for biz?
- How are your competitors hinder its growth?
- How can you lose existing customers?
- What measures should be taken to ensure their products and services do not become obsolete?
- What changes in trends affect your business?
- Who you need to advise you about running your business? Spark new ideas?

Note: The quality and source of your marketing information to determine the effectiveness of your research. Need high quality and reliable information, and these two variables are key to your future success.

Target Marketing

Targeted marketing does not have to be expensive, but a focused and personalized nature of target marketing cost that would be worth considering. Some examples are:

- E-mail Opt In
- Online Committees and Groups
- Free Online & Offline Ads
- Increase response rates in free numbers
- Newsletter
- 900 Numbers
- Inexpensive regional magazine editions: great credibility builder!
- Newspapers offer low-cost targeted geographic areas and neighborhoods.
- TV ads are much cheaper and more targeted now.
- Home Shopping Network can be highly targeted advertising and big around.
- Mobile text messaging: Opt In Only!
- Video Brochure: brochure paper is harder to sell now a days. Bring your business, products and services, with a range of video and / or audio.
- See the targeted media such as aircraft, airports, taxis, buses, collection counters, restrooms, banks, etc.
- Marketing messages on the phone, "Hold" session.
- Use low-cost special effects seem to have a larger view of television advertising.

Targeted marketing methods

Canvassing / Cold Calling: I'm not a big fan of canvassing or cold calling, but it can be effective / needed in the early stages of your business, especially when money is tight. You can improve your way by:

- Placing flyers / letters before initiating contact
- Go to networking events (eg Chamber of Commerce and Professional Network Group) as a guest member for free and make it count.
- Be direct, look people in the eye, and most importantly, provide value. Never hesitate to ask respectfully for sale.
- Free Demonstration, sample or leaving behind the product for free use can be very effective if your product is very effective and can be sold.