{"id":51932,"date":"2021-10-23T18:00:23","date_gmt":"2021-10-23T22:00:23","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=51932"},"modified":"2021-10-26T18:03:11","modified_gmt":"2021-10-26T22:03:11","slug":"best-marketing-strategies-for-small-businesses","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/best-marketing-strategies-for-small-businesses\/","title":{"rendered":"The 6 Best Marketing Strategies for Small Businesses"},"content":{"rendered":"\n

What are the best marketing strategies for small businesses<\/a>? How can you incorporate these strategies into your business’s marketing plan?<\/p>\n\n\n\n

Entrepreneur and consultant Allan Dib argues that marketing is the highest-value activity a small business owner can engage in. In his book The 1-Page Marketing Plan<\/em>, he outlines the best marketing strategies for small businesses<\/a> and gives advice on how to implement them. <\/p>\n\n\n\n

Find his six best marketing strategies for small businesses below.<\/p>\n\n\n\n\n\n\n\n

The Best Marketing Strategies for Small Businesses<\/h2>\n\n\n\n

Expert marketer Allan Dib contends that for a small business, the surest way to make money and grow is to have a simple, clear marketing plan<\/strong> defining who you\u2019re targeting as prospects and customers and how you\u2019ll reach them.<\/p>\n\n\n\n

In The 1-Page Marketing Plan<\/em><\/a>, he shows step-by-step how to create a marketing plan<\/a> using a simple template that will drive business growth<\/a>. He also reveals his best marketing strategies for small businesses, including the best marketing mediums and why having a clear marketing plan is so important. <\/p>\n\n\n\n

Dib says that most small businesses either 1) neglect marketing entirely, hoping simply to attract customers<\/a> by word of mouth<\/a>, or 2) they do the wrong kind of marketing, using big-business strategies that don\u2019t work for small businesses. <\/p>\n\n\n\n

Dib argues that the answer to small business success is having the right<\/em> marketing plan, one focused on direct-response advertising designed to prompt the prospect to act. This is where his list of the best marketing strategies for small businesses can help. <\/p>\n\n\n\n

(Shortform note: Similarly, a Forbes<\/em> article lists not having a marketing plan as among the 10 most common small business marketing mistakes<\/a>. Others include not having a website, prioritizing social media marketing<\/a> over developing your website, failing to customize your marketing strategy, and ignoring competitors\u2019 marketing strategies.)<\/p>\n\n\n\n

1) Create a Clear <\/strong>Marketing Plan<\/h3>\n\n\n\n

The first of Dib’s best marketing strategies for small businesses is to have an overarching marketing plan. <\/p>\n\n\n\n

Dib cautions that small business owners often become enamored with the latest digital marketing tactics\u2014such as <\/strong>SEO, video, or pay-per-click advertising\u2014before<\/em> they\u2019ve come up with an overall strategy. They cobble together a collection of random tactics in hopes of attracting customers<\/a>, then wonder why they\u2019re not getting results. (Shortform note: As one marketing strategist put it, that\u2019s like going on vacation without picking a destination\u2014you\u2019re driving blind<\/a>.)<\/p>\n\n\n\n

In The 1-Page Marketing Plan<\/em>, business coach and entrepreneur Allan Dib tells small business owners how to create a marketing plan using a simple template that guides you through three customer-focused phases of marketing: awareness, familiarity, and enthusiasm. <\/p>\n\n\n\n

You can find a comprehensive guide to creating a full marketing strategy in our comprehensive summary of The 1-Page Marketing Plan.<\/em><\/a><\/p>\n\n\n\n

2) Avoid Mass Marketing<\/strong><\/h3>\n\n\n\n

Small business owners often try to emulate big business by using \u201cmass marketing\u201d to increase general awareness of their product or to create a positive image. However, Dib contends that this type of marketing wastes money because small businesses need to reach a targeted group of likely customers rather than a universe of people, the vast majority of whom won\u2019t buy.<\/p>\n\n\n\n

He believes the most effective marketing strategy for a small business owner is direct-response marketing<\/a><\/strong>. <\/p>\n\n\n\n

Direct-response marketing<\/a> is targeted to prospects most likely to be interested in your product or service; ads focus on solving their specific problem, and they\u2019re designed to prompt an immediate response by encouraging people to take a specific action. <\/strong>For example, a financial planner might aim to get parents of high school-age children to sign up for a college finance webinar. Other \u201ccalls to action\u201d include visiting a web page, signing up for a free report or newsletter, joining an email list, or buying. <\/p>\n\n\n\n

Many small businesses try a mass marketing or branding approach of broadcasting their name widely and frequently in hopes that a small percentage of those who hear it will become customers. However, this type of marketing is costly and results are hit or miss. Dib recommends focusing narrowly on a single niche or subset of your market at a time. <\/p>\n\n\n\n

(Shortform note: Similarly, in The 21 Immutable Laws of Marketing<\/em><\/a>, the authors note that many businesses mistakenly believe that appealing to a wider audience will expand their customer base. However, the way to expand your customer base is actually to identify and focus on your strongest niche, because success in a niche expands the niche and beyond. For example, in advertising cigarettes, Marlboro targeted only men while other companies sought to attract both men and women. With its memorable campaign featuring cowboys, Marlboro led sales nationally among both<\/em> men and women.)<\/p>\n\n\n\n

3) Choose the Right Medium<\/strong><\/h3>\n\n\n\n

To choose a medium or channel (such as direct mail\/print, TV\/radio, email, social media, or web\/SEO), identify and go where your target prospects spend their time<\/strong>. <\/p>\n\n\n\n

For affordability and effectiveness, Dib\u2019s recommended media for small business marketing are email and direct (snail) mail.<\/p>\n\n\n\n

Email Marketing<\/h4>\n\n\n\n

Email is an inexpensive, direct, personal way to reach prospects and customers, which also can be automated<\/strong>. Dib notes that with email, you can:<\/p>\n\n\n\n