Marketing and Sales Overview
_ Marketing simply means getting your products and services noticed by your target customer. When they discover what you have to offer, the next step is getting them to purchase--making a sale. Marketing is a wide ranging discipline that includes specialties like Public Relations and Advertising. Your marketing activities will depend on your business model, how much you charge for products or services, and the strength of your word-of-mouth network.
Sales is based on a relationship. That may be fleeting--a person walks into your store to buy a 75-cent plastic toy. Or the sales relationship may be more intimate--a hairdresser charges premium rates to have a small number of upscale clients. Or, a small web design company needs someone to do business development and make sales.
Knowing your core services and understanding your customer in-depth is key to having an effective marketing and sales effort.
Read marketing articles and excerpts below or click here to return to the main Articles page.
Affordable Direct Mail
_ I'm creating a direct mail campaign that is affordable and will make me memorable to small business owners in Pasadena, CA so they know I offer website solutions and article marketing.
This is something you can adapt for almost any industry.
Here's what I did:
I wrote a fun sales letter and titled it the "Sweet and Sticky" campaign. I got the idea from Dan Kennedy and his marketing philosophy.
At the bottom of the letter, I placed my headshot and included my contact information.
In the body of the letter, I wrote why it's sweet when customers find you online and how it's great when they're sticky--staying on the site--and then calling you to do business.
I included a pack of gum that I bought for 25 cents from the 99 Cents store and put it in a 9x12 inch envelope I bought from Office Depot.
I'll know with every 25 packs I send out just how effective the direct mail campaign will be. The cost is about $ 2.63 per packet I send out. It will cost me just over $ 65 to make contact with about 25 business owners. One customer can return anywhere from $ 250 to $ 900 profit.
Your Marketing Budget - How much is enough?
_ Small businesses may need to invest more heavily in marketing early on than later stages. Word-of-mouth referrals should kick in reducing the pressure on marketing and advertising. However, retail outlets relying heavily on a large volume of customers may need to spend consistently on marketing and advertising. Click here to read more.
Online Marketing Primer for Small Business
_ Remember one point: online marketing includes having quality content on your website and then participating in "conversations" in social media. Click here to read more.