Smart Marketing for Small Businesses

The whole concept of marketing revolves around the premise of understanding your customer’s needs and developing a plan that can accommodate those needs. Your business is not going to grow unless you learn how to draw in new business while still retaining existing customers. This is a two-fold concept and unless you are able to accomplish both you will still not grow your business. There is a need to add to the customer base and if you lose one existing customer for each new one you bring in ell you will do is remain at the same level much like the employee who keeps changing job titles but never does more than make a lateral move.

The use of marketing brochures is one way to begin the marketing process. The interest that people show when viewing the brochures will show you what their needs are and whether you have the products to accommodate their needs. Although brochure printing can be an expensive venture, it is certainly one that is well worth the cost. Brochures are not just for the new customers—some of your older customers may not be aware of all of your product lines, so you can promote growth within the scope of your existing data base of customers as well as generating new ones. The expansion of your business can be accomplished in four different ways:

• Bring in new customers
• Persuade all of your customers to buy more products
• Persuade each customer to buy products that are higher in cost
• Persuade each customer to buy products that are more profitable to the business as a whole

The key issue in marketing is to bring in more profit to the business and though that usually means obtaining more customers, that is not always the case. The intent of marketing brochures is to bring in more profit to the company whether it’s through an increase in the number of customers or an increase in the amount of products that existing customers buy. If existing customers begin to buy more expensive products, your profit is going to increase even if you acquire no new customers. The optimum marketing plan brings in new customers and upsells existing customers in order to increase the profits substantially.

An effective marketing plan involves all of the strategies necessary for a profitable business including the number one issue—understanding the needs of your customers and developing a plan that will meet those needs. Any marketing plan that does not consider the needs of the customers is not an effective plan and will not provide the company with any short-term or long-term growth opportunities. Only by meeting the needs of present and future customers can you expect to see immediate and future growth of any substantial proportion.

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