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Small Business Marketing

Is getting a steady stream of profitable customers the top challenge for your business? It’s difficult to know what small business marketing techniques are right for your company. Each marketing specialist you talk to — web design, social media, branding, PR, etc. — has a good explanation for why their strategy is a good idea, and what is possible if you sign up.

In the end, you, the owner, remain the only person who is looking out for your business — forced to make the critical trade-off decisions about where to invest your time and money in order to get the return you want.

From what my clients have told me, this is what makes marketing a headache.

I’m not accusing any of these specialists of trying to mislead or offer bad advice. In fact, the marketing specialists I know — experts in one or two specific marketing strategies — are upfront about the fact that they expect the business owner to have an overall strategy figured out.

They’re ready and able to deliver on a piece of the puzzle to make that happen. BUT, they expect you to know how your customer looks for solutions, what messages will capture and hold their attention, and have the internal practices for follow-up and nurturing in place in order to maximize results.

They expect you to know your overall marketing and sales plan, what other pieces are necessary, how to put it all together, and how to manage it over time.

This is where many small business marketing efforts fall down (and the headaches come in). Individual elements get put in place, but aren’t complemented by other necessary pieces of a complete marketing and selling system. Moreover, results aren’t tracked over time and adjustments aren’t made.

That’s where I come in. I work with my clients to design a customized, complete, marketing and selling system to ensure a steady stream of profitable customers, then act as the project manager to implement the pieces and maintain a smooth-running marketing and selling system over time.