Don’t forsake your small business marketing strategy

It’s virtually automatic, sadly, that when the economy softens, businesses cut marketing first. And like many reactions, this one is almost always the wrong thing to do.

Marketing shouldn’t be an expense. When properly created and executed, marketing should result in more dollars in than dollars out. But before you get the idea that I’m some kind of Ivory Tower egghead, believe me, I understand how difficult it is to commit marketing dollars when dollar availability is declining due to a recession.

That’s why marketing in the 21st century is so exciting. Small businesses have sooo many more ways to penetrate the market including, and especially, on-line marketing. This universe has many characteristics that are perfect for a small business’ need to be efficient and flexible. For example:

1. Virtually all activity can be monitored – very close to real time.
2. Testing is easy – making adjustments is easier.
3. There is no marketing activity that is less expensive per unit of opportunity.

One of the most recent improvements to on-line marketing is the increased effectiveness of local search. Now a dry cleaner, restaurant, auto mechanic or any other business that serves a local market with traditional store-front products and services can use pay-per-click strategies that they only pay for when someone is looking to buy what the marketer sell in that market area.

Every small business should be investing in some level of local search key word marketing. It could be the difference between failing and surviving, or surviving and thriving.

Recently, on my small business radio program, The Small Business Advocate Show, I interviewed a couple of my Brain Trust members who know all about the power of on-line marketing. First, Robert Bly, author of Fool-Proof Marketing, and then Carolyn Rhinebarger, Chief Brainstormer at Strategic Guru, Inc. Don’t miss this opportunity to hear what these world-class experts have to say. And, of course, be sure to leave your thoughts.

For Bob Bly

For Carolyn Rhinebarger

One Response to “Don’t forsake your small business marketing strategy”

  1. 1
    Marjorie Jobe Says:

    Jim: You are so on target with this post. I am a computer dinosaur (since I am 45 years of age and not raised in the internet era) and have been devouring online and social media marketing and networking components and tools. PR and Marketing has never been so exciting and inclusive. It just takes some education and it is not only exciting and inspiring but also addictive. In the last 4 weeks I have learned to Twitter, (which is where I found you and your website), to Squidoo and to Flickr - I am still learning, but baby steps turn into giant leaps in this new virtual world we live in.

    I recommend these low cost, no cost marketing approaches for all businesses, especially in today’s economy.

    I cant wait to learn more and I look forward to participating in your blog, your personal mission and your virtual world. I have been a business lawyer for 22 years,I never advertised and I am not comfortable with self promotion. In my industry it was considered poor taste and unprofessional. I am not comfortable with self promotion, but I am determined to help businesses avoid legal risks and legal abuses. I just released my first book: “Business Law Battle Plan for Entrepreneurs: Protect Your Company From Lawyers, Lawsuits and Legal Disasters” and so my marketing and publishing experts are forcing me into promoting the book and myslef - what good is the book if no one knows about it? is what they tell me and they are so right. I tool the leap and I love the inclusive, connecting and giving back nature of this online and social marketing. It helps me get over the uncomfortable feeling.

    Looking forward to your tweets and connecting and helping you in any way I can,

    Marjorie Jobe, J.D.

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