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Focusing on a well-defined target may make you uncomfortable at first, but stay the course and follow through. He made this change over a period of two years and tripled his business, narrowed his service offerings and strengthened his pitch. The narrower you define your market so you can focus on those that you can best serve and those that can best service you, the more effective your entire business will be. Your category is simply the short description of what business you are in.

What few words would someone say to describe your business? This leaves people unsure of what you actually do, which weakens your marketing effectiveness. Clearly defining your category helps amplify your marketing and sales efforts. Think of what it would take to be the best — the leader — in your category. Then narrow your category definition or your target market focus until you are the leader. A focused laser can melt steel at a distance, but the same light undirected has no effect. Be laser-like in your focus.

Your unique benefit should highlight the one or two main things your product or service actually delivers benefits that your target customer really wants, not a long list of all the things your product does features. And the simpler we describe it, the better our marketing works.


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When someone is looking to buy a solution to a problem, they will quickly make sense of the alternatives to compare against — your competition. This frustrates the buying decision process and makes your marketing efforts weaker. You need to be clear in your own mind about what your biggest competition is. If you are a tax accountant, is your competition really the other tax accountants in town? Other CPAs or financial planners?

DIY tax software? Doing taxes manually? National tax accounting chains? Each competitor type would create different comparisons, so you need to narrow it down to one or two main competitor types. Then rank each of them by how important these factors are to your target customer. Pick the top one or two and put them on your homepage and include them in your elevator pitch. People just want to know one or two things to move their decision along. Is it cheaper? Do you have faster delivery? Best personalized service? Are you the only accountant who exclusively serves physicians in Phoenix?

Your company name is the leading category for target customers that provides unique benefit.

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Unlike competitors, your company does unique differentiator. Try it for yourself: Fill in the blanks to create the marketing strategy statement for your own business.


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Get some perspective from employees, friends and best customers. List all the possibilities and then make some decisions. Say it out loud a few times.

Content marketing can be more effective than advertising

You should feel clarity and power coming through. It will also show you a few things you could stop doing in your business that would create more focus. Can you see why it makes no sense to Tweet, to send a broadcast email or build a new website if you are not clear about your marketing strategy that has laser-like focus? Doing these tactics without a road map — your marketing strategy — will not deliver the right customers and will give you fewer sales than if you had invested the time to implement a focused marketing strategy.

He also launched a successful consulting company targeted at emerging software and technology service companies, which provides him a first-hand perspective on the unique needs of the small business market. Heading with a loose end will not take you anywhere. However, I would like to mention one thing that online marketing is needed as well and the same thing goes there too.

5 Keys to a Great Small Business Marketing Strategy

Believe me, it also helps cover a much larger audience. Great comment, Jay. This strategy foundation works with online or offline marketing. That is why all of the customers have opted us as a backup plan. We would really like to grow but marketing our services in a totally different part of the world is really difficult. All good advice in here.

Marketing Strategy

I really liked the unique benefits vs. The real difficult thing, in my experience at least, is the human resources to run and maintain a marketing campaign. Totally agree Josh. Small business owners are so busy getting through the day or the week that most never get to the thinking needed to focus their sales and marketing efforts to be more effective. It is surely a trap, but being intentional and focused is best way to building a life and a business that thrive. Amazing article to show what it needs to strategize marketing plan for efficient running of the business.

Since it very important to know who is the targeted customer, basis on which steps needs to be taken to build a strong business plan for implementation purpose. I think the most important here is the unique benefit. You really have to learn how to stand out from the competition. Without it, people have no reason to choose you over other types of businesses. I see this often where companies are concerned about turning away customers, rather than focusing on one of two target customers. Here is my question to you — do you pick who your companies target customers already are or can you make a push to target customers you do not already have?

For example your friend — did he begin to announce that he was for physicians only before he only had physicians? Again, great article. Thanks, Adam.

Great question. It takes time and a little change in mindset to get out of the urgent daily grind and develop a new discipline. I find that most up-and-running businesses have obvious subsets of their customer base that are clearly their best customers. This is what happened with my accountant friend. Phase 1 also covers the basic Online Marketing Funnel and how it applied to your small business. This section will also reveal what you need to know about Google, serving as a great primer on online marketing and how search engines work. Learn several simple, effective steps in both basic search engine optimization and lead generation, ensuring that you'll get found on Google and engage more visitors, compelling them to contact you and become clients!

After crafting your marketing message, learning more about search engines, and optimizing your site, it's time to spread the word everywhere your next clients are looking online! This section will tell you how and where to advertise and list your business for best results. See All Customer Reviews. Shop Books. Read an excerpt of this book! Add to Wishlist.

The 1-Page Marketing Plan - Successwise

USD Sign in to Purchase Instantly. Stand Out includes clear, step-by step instructions opn how to: 1. Launch a simple but powerful website that creates an ideal user experience 3. About the Author Aaron N. Show More. Average Review. Write a Review. Related Searches. You might decide to look at ways of using the Internet to reach customers. And you might start to investigate ways of raising additional investment to overcome your financial weakness. You can find out more about strategic analysis in our guide on how to review your business performance.

Your marketing objectives should be based on understanding your strengths and weaknesses, and the business environment you operate in. They should also be linked to your overall business strategy. For example, suppose your business objectives include increasing sales by 10 per cent over the next year. Your marketing objectives might include targeting a promising new market segment to help achieve this growth. For more information on how to identify the best opportunities, see the page in this guide on external and internal analysis for your marketing plan.

Your marketing plan is how you put your marketing strategy into practice. It should therefore be a practical reflection of your strategy.