Marketing tips and advice for small business from expert Eric Gilboord

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By Eric Gilboord

As a small business owner/operator, you are likely very good at making your product or providing your service. You may not have much experience, knowledge or even interest in marketing.  However, you know you have to do something. In order to survive or even thrive in this ever changing, highly competitive marketplace, some action is better than no action. 

You can find assistance working with various types of marketing professionals.  They come in all shapes and sizes - from experts in websites, SEO, blogs, backlinks, social networking and email to writers, designers, printers and strategists.  They operate as individuals, in an alliance of smaller two and three person shops, or as multimedia and ad agencies. 

Today, more than ever, small business needs lead generation (finding new customers) and business development (building up current customers) tools. At the small business stage, marketing tools usually take the form of an internet presence, email, blogs, social networking activity, business cards, letterhead, brochures, flyers, newsletters, posters or advertising. 

You can find suppliers to help you with acquiring prospect (potential customers) lists, database development and management, contact management software, lead generation and sales presentation tools, all internet related activities, telemarketing, direct marketing, sales training, marketing planning, strategic planning, strategic alliances, and the list goes on. 

At the early stages of a small business, it is more likely that you will act as your own Marketing Manager. The alternative is to hire a qualified marketing person as your outsource Marketing Manager.  It is similar to hiring an accountant to help with your bookkeeping and banking, or a contractor to help build an addition to your home. 

1. Determine your needs either on your own or with the help of a professional.  When I meet a new prospect for the first time, I ask the question - How can I help you get what you want?  Make sure you know what you want to achieve. Be open to new ideas for reaching this goal. 

2. Open your business to a supplier. Don’t make them guess at the information. No one can help you if they do not have the whole picture. 

3. Develop a short list of suppliers.  Do not rush to work with the first one that sounds like they can help you. Be wary of the "I can do it all myself”, or “I’m selling this particular method today" suppliers. Interview at least three suppliers. 

4. Think activities through.  Look for the suppliers that ask good questions - see below.  If you do not have the answers to their questions, the supplier should help you find them. 

5. Clarify the job, and make sure you have an agreement in writing. Every prospect I meet has at least one story of a less than productive experience with marketing, and it is not always the fault of the supplier. Understand your own experience.  Be realistic and above all be clear on your objectives. 

6. Be open to suggestions. After all, you are seeking out the help of a professional who has had more marketing experience than you. They may not know your market as well as you but they should have some ideas you may not have considered. 

7. Work with them at every stage in the development of your marketing tools. Learn as much as you can for the next time and make certain these tools represent your company as accurately as possible. 

8. Pay for what you need when you need it.  This is much like working on your home.  You might need to paint a room or build an entire addition.  Determine what you are going to do, and then hire the best people you can find.  Make sure you are comfortable with them as people and confident in their abilities.  Your future depends upon it. 

I have lost more sleep than I care to remember because I selected a supplier who did not or could not do what they promised. If your instincts tell you something is wrong, check it out. Talk to friends and business associates who have had more marketing experience than you or have developed a similar marketing tool. Call another supplier and discuss the project to get a different perspective. (You should have discussed this job with at least three potential suppliers before making a selection.) 

QUESTIONS A SUPPLIER SHOULD ASK - The more information a supplier has, the more effective they can be in helping you reach your goals. 

1.  What is your real objective (what you are trying to achieve)? 
2.  What strategy will you employ (how you are planning to do it)? 
3.  What is your budget? 
4.  Clarify your target group(s), and be aware that your target group is not everyone.  Find out who is  actually buying your product or service.  Is it the president or the shipper making the real decision? 
5.  What are your sales objectives? Are they realistic? Do you have staff to reach these objectives? 
6.  How does your product or service stand up against the competition? Who is your competition? 
7.  Why is your product or service different and why should I buy it? 
8.  Are you open to new ideas? 
9.  Is your desire to do marketing, short-term or long? 
10. Are you looking for a long or short-term supplier relationship? 
11. What marketing experience or existing materials, (for this product/service), do you have? 
12. What past marketing successes or failures have you had with the product or service under discussion? 

QUESTIONS YOU SHOULD ASK A POTENTIAL SUPPLIER 

1.  What exactly is your marketing supplier going to do for you? 
2.  How long will it take? 
3.  How much will it cost? 
4.  How do the services they offer fit in to the total marketing program? 
5.  What additional services can they provide - either directly or through associated companies? 
6.  Who will be working with you directly? Is it the person you are meeting now or someone else? 
7.  Are there going to be any additional costs? 
8.  What if the supplier goes over budget/estimate, are you liable? 
9.  What do they know about your industry? 
10. How much experience have they had in your industry? 
11. Do they think your expectations are realistic? 
12. Can you see their past work?   
13. Can they supply recent references? 
14. What type of clients do they specialize in?   
15. Do they offer a guarantee?   
16. What rebates or discounts do I qualify for? 

And That's According 2 Eric

By Eric Gilboord

It was only a few years ago that many of the small business owner/operators I spoke with had agreed that most of their attention was being directed toward operations, finance and manufacturing issues. In the past couple of years I have noticed a strong desire by small business to address the need for sales and marketing within their company. The key question among small business today is how do I get more business? The number one answer is marketing.

Many of you have taken steps toward preparing and executing marketing programs. Beware, there is a potentially large difference in the level of success you will enjoy based on how you manage these sales and marketing programs.

Two companies, in the same business, utilizing the same marketing techniques, aimed at the exact same target group can achieve wildly different results depending upon the execution of materials and their desire to stay on top of the marketing program.

Follow these tips and refer to them often to maximize results from your marketing efforts.

1.      Be clear on your message; don’t try to say too much.  Better to whet a prospect’s appetite than to try to feed the whole meal at once.  If you get one or two main messages about your product or service across clearly, and at a glance, in a marketing piece (email, ad, flyer, brochure, sign etc.) you’re doing well.

2.      Don’t overwhelm your prospects. Too much information is as bad as not enough.  Send information to let them know whom you are, what you can do for them, and why you are different from your competitors.  Prospects are inundated with marketing materials.  They do not have time to read and respond to everything that comes across their desk.  Do you?

3.      Timing is everything.  Be careful when you send out your communication. Make sure you reach the target while there is a need for your product or service.  Don’t market to customers when they’ve finished their buying. Unless you know when they will buy again.

4.      Be prepared to follow through on the program.  Don’t lose the momentum of your supplier, your staff or yourself.  If you go to the expense of marketing (actual dollars as well as your time), don’t quit half way.  Many good marketing programs have ended up on the stock room floor because the small business owner forgot about his commitment to marketing.  "I don’t have time to send it out" is a popular reason for marketing not working. 

5.      Educate your staff about the marketing program. Make sure they know who is getting the information, what the special or offer is and how to answer questions. The “staff/sales force wasn’t properly trained” to understand the program, use the material, or just follow through is another great excuse for a program not working.

6.      Follow-up by telephone immediately.  If you are running a direct marketing program don’t sit back and wait for the calls to come in. Pro-activity is key.

7.      Go out and get feedback. Talk to your customers, prospects, suppliers and competitors. Find out what worked and more importantly what did not work.

8.      Test your marketing materials in small numbers.  Adjust, massage, refine, and improve them as you learn.  See what works and repeat it, see what doesn’t work and delete it. Modern technology has made it affordable for small business marketers to produce short runs economically.  This means you have the opportunity to put out a marketing piece, monitor it, and refine it to increase results and then send out the new version.

9.      Plan ahead. Know what your next marketing program is before you finish the first one. You may wish to include an advance notice of the next promotion on this one.

10.  Make sure you have sufficient stock. There is nothing worse than making a sale and not being able to deliver. Not only do you risk losing this sale but likely, future sales will be more difficult.

11.  Above all, have fun.  Prospects and customers want to do business with suppliers that are successful,  happy, productive and positive.  Find your own marketing suppliers who meet these criteria.

 And that's According 2 Eric

Today we are going to talk about reviving your business. It's been quite a year and many entrepreneurs are wondering what to do. Take a deep breath, make a decision. Am I going to hide my head in the sand and wait until this blows over? Or will I use this time to rethink my business, get ahead of my competition, get ready for the next wave of opportunity and drive my company forward. By the way the next wave is already here. Grab a raincoat or hide in the barn. It's up to you.

11 Marketing Tips for Reviving Your Business 

By Eric Gilboord

1. Outside Help. Seek objective, outside professional help. If you do it yourself, you will likely take your eye off the day to day running of the business, cause unnecessary anxiety, and either keep your business where it is or hurt it further.

2. Rethink Your Business. Think about current customers, competition, industry changes, and technology. Even rethink the type of business you are in. Many successful businesses have managed to stay that way by moving with the times. They saw the needs of their customers changing and acted accordingly.

3. Assess Your Company's Current Status. Put everything on the table, both good and bad. Include aspects of the business you are proud of and issues you wish would just go away. Address issues relating to staff, products and services, location, profitability and new business development.

4. Keep Some Change Some. Determine what your customers like about you and what they would like to see changed. Be honest with yourself.

5. Maintain A Level Of Objectivity. Emotion has no place in this process. To achieve a successful marketing turnaround, you must do what is best for your company. This may mean letting long-term employees go or finding new suppliers.

6. Review The Past. Look carefully at your past marketing efforts. Examine past successes and failures. If you are still running a marketing program, but cannot justify the expense with an accurate accounting of incremental sales, consider canceling the program or placing it on hold. Successful marketing turnarounds stop the bleeding quickly.

7. Review Competitive Activity. Often, a new entry in a market will utilize new marketing techniques and new thinking to achieve sales that you didn't know were possible.

8. Look At The Staff. Take time to review existing staff in light of the plans you are preparing and the growth you seek. Many companies that have set out on a path for success have been thwarted by staff members who didn't agree with the new ways, or were actually afraid that the company would succeed. The last person you expect to come forward will be the first to say goodbye. People can be resistant to change. They like things to stay the way they are. If you need new people, clearly identify the skills required and begin the hiring process immediately.

9. Flexibility. Be flexible, and prepared to adjust your marketing plan as new opportunities and challenges arise.

10. Persevere. Perseverance is an absolute must. If you give up too early, you may fall short of the great success for which your business was destined.

11. Be Quick. Speed is essential in turning a company around. While you were planning and executing the marketing efforts your competitors may have been taking advantage of the opportunity and moving in on your customers.

And That's According 2 Eric.

This is the latest survey from Constant Contact regarding business challenges. If you are feeling the same way about your business give me a call or book a free 30 minute tele-coaching call. Just click on the SCHEDULE AN APPOINTMENT button above my picture. Talk to you soon, Eric

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