How To Build A Marketing Plan For A Small Business

A marketing plan is part of your overall business plan ... and very important part. With that in mind you should spend special attention to building your marketing plan as it may make the difference between success and failure.

Here's what you need to consoider to build a marketing plan that will set your small business off in the right direction.

TASTE, TRENDS AND TECHNOLOGY

What does your research indicate is the trend in your field? Will it stay the way you are currently offering supplies and services or will it change? This item covers the developments you expect for the next few years. Evan a 'perfect' business can become obsolete overnight due to future developments. Specify a 5 year forecast of your field in your area.

SALES REVENUE FORECAST

Have you developed these targets? This section shows your estimates of future sales revenue for your business. Your strategic plan, needs to spell out the specific actions you will take to achieve your forecast sales revenues.

DIFFERENTIATE YOUR BUSINESS FROM THE COMPETITION

How does your business differ from the competition's strong and weak points. Again, remember to carefully look at your business from the customer's perspective. If you're not sure how your pricing policies compare to the competition, here are some guidelines. Most people associate high prices with high quality and extra service, while they associate low prices with low or average quality and minimum service. Make sure you provide extra quality and service if your prices are higher than your competition or make sure that your prices are lower if your quality is average and your service is minimum.

DECIDE HOW TO REACH CUSTOMERS

Once you describe your target customer, it's easier to create a list of possible ways to reach that person. One of your jobs as a businessperson is to decide which of all the possible methods of communication will give you the most exposure for the least cost in money or time.

EVALUATE THE RISKS FACING YOUR BUSINESS

COMPETITION: Most businesses have competition. How will your business differ in significant and positive ways from your competition? If your competition is strong, don't minimize that fact, but figure out ways you will adjust to or use that strength. For example, if you plan to open a restaurant next to an extremely popular one, part of your strategy might be to cater to the overflow. Another might be to open on days or evenings when the other restaurant is closed.

PIONEERING: If you anticipate no direct competition, your business probably involves selling a new product or service, or one that is new to your area. How will you avoid going broke trying to develop a market?

CYCLES AND TRENDS: Many businesses have cycles of growth and decline often based on outside factors such as taste, trends or technology. What is your forecast of the cycles and trends in your business? For example, if your forecast tells you that the new electronic product you plan to manufacture may decline in three years when the market is saturated, can you earn enough money in the meantime to make the venture worthwhile?

SLOW TIMES: Every business experiences ups and downs. Is your business small and simple enough, or capitalized adequately enough, to ride out slow times? Or do you have some other strategy, such as staying open long hours in the busy season and closing during times of the year when business is ?

OWNERS EXPERTISE: Nobody knows everything. How do you plan to compensate for the knowledge you're short on?

Write your risk analysis by first thinking of the main dangers your business faces. This shouldn't be hard, as you have probably been concerned about them for some time. Some of these may be on the list set out above; others will be unique to your business. Once you have identified the principal risks facing your business, write out a plan to counter each. But don't bog yourself down worrying about all sorts of unlikely disasters.

How Critical Is Cloud Computing For Small Businesses And Startups

It is the wave of the future.

All the fascination about terminal hardware applications will be over in the near future. The "Cloud" and SAS will rock the hardware and software world and make access to technology easier for vast populations. Devices to do so will cost pennies on the current dollar or they will be free.

Like the PC makers, the sun is already setting on cell phone devices, associated applications, OTS packaged software and related products. Even though these products are enjoying current popularity They are expensive and will be rapidly overtaken by tight economics and services competition.

Smart,strategic planners are pointing to the future and it is not a hardware and licensed software market - it is service oriented with low cost access and rates. Volume, free products, advertising and shareware will drive it all.

Possible exceptions for a bit longer period of time are the high-end hardware and software technologies in government contracting, which for security reasons must be cloistered, protected and safeguarded. Your friendly government agency will be the last to boot its PC out the window.

How critical cloud computing is to *any* business - startups or otherwise - depends entirely on the business itself - on its needs and goals and on its policies and strategies. It is far from certain that all businesses need cloud services.

"Cloud" technologies are much misunderstood, much misrepresented and poorly understood even amongst those who work in IT: amongst the issues which are now poorly presented are

a] there's no such thing as "the cloud" - there are many many different cloud-like deployments of systems and services; each offering different levels and types of service. Some are entirely private, some are entirely public; and others are a mix of the two. Some clouds are entirely on-premises; some clouds are remote, and some may be a mix of the two. There is no "one-size fits all" cloud deployment. There is no cloud. There are merely collections of distributed services which are *described* as being a cloud - or as something or other as a service.

b] moving to a cloud deployment is not significantly different to deploying any other fail-safe high-resilience deployment of technology. The difference is that one has moved the complexity further away - outside one's direct control, and increased the fragility and the number of dependencies unless suitable risk and impact analysis has been done prior to the design/deployment phase - and done to appropriate standards of due diligence.

c] the reduction of costs is largely an illusion; we ourselves may see reduced capex/opex costs, but meanwhile the energy costs and Carbon footprints of the global data warehousing and cloud industry and all of its NOCs have spiralled exponentially so that they now significantly exceed those of all the worlds air traffic and are well on track to exceed those of air and road transport combined by circa 2020. Cloud doesn't reduce those wider social and environmental "costs" it merely moves them elsewhere - out of our sight - leaving "us" with the illusion that we have reduced our capex/opex.

d] moving to a cloud deployment is all very well but it increases a critical risk which has been with us since the dawn of the internet; the wire limit - how much data one can move between locations in a given time period. We are now creating [and using] data at a rate that vastly exceeds our capacity to move it.

We are also creating a gigantic single point of failure for all businesses which make themselves entirely dependent on the cloud; if all their comms fail so does the business. If their data movement time exceeds their risk recovery window then the business fails.

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Cloud technology can be very useful; but only when all parties involved truly understand its risks and its rewards. Startups need to make informed choices when determining how critical a cloud deployment may [or may not] be for them. Appearances are often deceiving.

You can easily find out what a cloud network can do for your business ... by requesting a comparison of available providers including free quotes here:

Compare Cloud Providers

How To Grow Your Small Business And Gain Customers

In order to be a market leader you have to constantly innovate to grow your business and customer base.

The most important thing you can do to grow your business and gain customers is to address their needs and deliver extraordinary value.

Marketing is not about the company, but about the customer - you should be entirely devoted to the client's agenda and achieving success on their terms.

Learn how to focus on exactly who is your target customer, how you can help them and where you can find them and engage with them.

This is such a critical part of growing a successful business, it not only makes the marketing much easier as you can begin making progress with the right people from the start, rather than chasing prospects that are never going to be customers, but it's also a massive saving for a small business. Focused marketing really helps control costs as you are investing in doing less but see a more profitable gain.

Treat every customer like a guest in your home. Build your business one customer at a time with personalized customer service and sales. Great listening and follow up skills are critical as is never saying "We can't do that."

Two more things come to mind that can help you grow ....

1- Develop credibility with credbile people

We have found that our best source of new business comes from people that we have served, advocated for, helped advance their endeavors.

2- Learn to say no.

Dont be afraid to say no to a client or prospect. You have to show some confidence and power in you and your abilities AND, you should not take on a project or a client simply because you need the revenue.

You need to create customer loyalty, which then translates into retention. As customers choose to stay with your company, they'll expande the services they use, products they buy, and the amount of money they spend. All of which are at no to minimal additional cost to you. Basically, provide excellent service to clients, resulting in a network of referral based business as well as a pipeline to future business.

Pinterest Marketing for Niche Businesses...Live Video Q&A FREE

Pinterest is EXPLODING in popularity right now. It has literally created entirely new revenue streams for small biz owners who were smart enough to recognize the "potential of the pin."

Pinterest has quickly rifled to #3 of all social media, just behind Facebook and Twitter. Let's not beat around the bush...

We're so excited about the growth potential for site owners and marketers with Pinterest that we've set up a special event dedicated to the subject.

And to host the event, we've invited the cream of the crop - Jason Miles. A little bit about Jason...

Jason is the Vice President for Advancement at Northwest University, author and universally-recognized Pinterest expert...

Jason's not your average Social Media Expert. He actually puts his own knowledge to practical use!

Together with his wife, he founded Liberty Jane Clothing, which they grew into a six-figure niche business. Their top social media traffic source? You guessed it... Pinterest!

Excited yet? We are too. Here's how you can catch Jason during this unique one-time-only event ...

Pinterest LIVE Video Q&A with Jason Miles Wednesday, July 25, at 6PM ET

You can learn more here ....

Marketing With Pinterest

Come join us for some rare (and oh-so timely) insight on a subject that suffers from a serious lack of credible information -- Pinterest.

During the live Q&A, Jason will dispel some popular Pinterest rumors and focus on what this emerging SMM platform means for YOUR small business!

Creative Financing Options For Small Business

Think "finance needed"...think "bank loan". It's a pretty traditional model that probably far too many of us were brought up with but in these far from traditional times, the options are vast...aren't they?

Today's success stories so often seem to be born of genuine creative genius, particularly with outstanding marketing, innovative product lines, and irresistible customer services packages - surely financing solutions can be equally creative?

Getting outside (i.e. somebody else's) money to finance a business can be done in only two ways ....

(1) borrow it or
(2) sell something (like shares).

Then depending on a number of variables, whether you are selling debt or equity, you may need to consider technical obligations created by state and federal securities laws (because you are selling an investment in your business). There are already an extremely broad array of techniques and methods by which both debt and equity financing is structured. You should speak with a transactional (corporate) securities lawyer in your jurisdiction to get an idea of the universe of financing options.

For business loans that range between $25-$100k that are unsecured you can go to Professional Funding.com and they'll put together credit card lines of finance. It costs $500 to apply (you get it back if they can't do it) plus around 8% of the amount you're borrowing. Its unusual but it works. Be aware that you have to have a credit score of 700+ for this to work.

There are lots of creative alternatives to traditional financing (debt and angel/VC equity) such as:

- Get customers to pay sooner, including sometimes 1 year in advance, rather than just in arrears

- Locate a business partner who finds your product/service strategic, and get their money (either in equity or revenue)

- Bootstrap

- spend little money

- Grants

- Donations (see kickstarter.com)

- Revenue

- find creative ways to quickly generate revenue to cut your cash burn rate, even if the revenue isn't in your core business

Also consider strategic relationships with mutually beneficial businesses that will consider injecting capital into the business in return for equity or profit share.

Alternative financing is creative and "no" it is not just factoring, purchase order, or equipment leasing.

Asset based lenders can create a line of credit against assets.  For example, a company has inventory, AR, machinery or equipment, these can be used as collateral for a line of credit. Also, for real estate there are products such as hard money loans or bridge loans.

Other types of financing are investors, angels, venture capitalists, and crowd funding or if you have securities, stock, life insurance or bonds, these can also be used for collateral for a loan.

If you have a banker, ask them if they have a reliable person that works in the alternative financing arena. There are options outside of banking, you just have to make sure that you are working with someone reliable.

There are options for every need you might have. All lenders want to get repaid - just like you want to get paid in your business. Thus, they look to some type of cash event for repayment. For standard business loans, they look to ongoing cash flow. For other types of financing they can look to financial assets like accounts receivables, credit card receipts, or purchase orders - all things that create future cash event to repay the loan or advance.  There are also others that do bank statement loans or micro payment business loans.

There are specific loans for specific needs and general loans for general needs. Its not about getting creative in creating loans - the real challenge comes from being creative enough to take those funds and earn a solid return (more than they cost) from them.

Lastly, just like everything in business - you have to due your diligence or you will get ripped off. But, a little homework and you can find the money your small business needs - just know that you will not get something for nothing.

Mobile Marketing For Small Business

Somewhere in America a small business owner just experienced an anxiety attack that included breaking out in a cold sweat, because he had just discovered two things:  Half of the prospects and customers in his market cannot find his business. Half of the calls his prospects and customers want to make to his business never get through.

Pretty scary, huh?! Glad that’s not your nightmare, right?! Well, hold on to that thought as you digest the following information.

Currently, about 100 million Americans own smartphones and that number is growing exponentially. That’s about half of the U.S. population who are likely to own a smartphone sometime in the near future.  Here’s the math: 300 million Americans, minus children and others not likely to own a smartphone equals about 200 million, of which half already own smartphones.

So what are 100 million Americans doing on the tiny screens of these magic wands? Besides making calls, texting and sending emails, they are....

Shopping online – making decisions about what they want and who to buy it from.

Navigating to businesses – the one they chose while shopping, or the one previously unknown to them that pops up in their local search.

Buying stuff – using PayPal, credit card, or internal charge in the case of an established account.

But in order to do all three of these things in such a way that makes it easy-peasy for the smartphone owner, the business has to be mobile-ready. That means having all of your business information and resources compatible with the smartphone form factor and technology in at least two ways:

- Online information is optimized for mobile search, especially local search.

- A mobile website option is available to smartphone users.

By now you get the picture that the anxiety attack of the small business owner mentioned earlier is because his business isn’t ready for mobile primetime. So how dry is your forehead right now?

In the 21st century, where being relevant to customers is trumping being competitive, a big part of relevance is being fully accessible and high-functioning regardless of how a prospect or customer wants to connect with you. And every day, that connection is increasingly being requested from the palm of the hand.

This will be on the test... Not all small businesses need a mobile app, but all need a mobile website. Is your business ready for mobile prime-time?

What Is The Biggest Technological Hurdle Small Business Face When Marketing Themselves Online?

Is it a time issue? Is it a lack of skill? Is it budgetary constraints? What would help small businesses make the biggest impact in the shortest amount of time if that hurdle didn't exist?

All of the above, and more.

Human beings tend to stick with what provides proven results. That means doing things the way they've always been done.

Small business owners, like everyone else, have "invisible scripts" that affect their decision making even if they're not aware of it. They probably have this script in the back of their minds that says, "Anything related to technology and online tools is going to be expensive."

In other words, it may not be a REAL budgetary, skill, or time constraint, but the perception that these factors prohibit online ventures. Plus, they don't really know where to start. They probably know that either they're going to have to learn (script: "I don't have time for that") or hire somebody on to manage it (script: "I can't afford to hire someone to manage an unproven tool"). Perception trumps reality every time.

Though new technology can save money and make tasks easier in the long run, and online ventures don't have to cost an arm and a leg, if the perception is that such things are going to be expensive with questionable ROI...

But it may also be more fundamental. Small business owners get a bright idea, or have a skill, and want to turn it into a business. They decide they need a website. Then, usually much to their distress, they discover that they will have to be in 2 businesses. One of them is the one they want to be in, and the other is something, that vaguely dawns on them, under the heading of internet marketing. They aren't sure where to turn. They don't know who to trust. They discover that if they don't get a grip on technology and marketing, they probably won't have a business.

Have you heard the expression, "surrounded by people and no one to talk to"? The whole 'technology and marketing' thing is so vast, with so much information, much of it conflicting, that they wind up frozen in place. They don't know where to turn, or what a reasonable first step might be.

We've spent years trying to crack the code on this. I think we learn a little more about it every day. When it comes to technology and marketing online I think small business owners need to first take a step backwards, back to the basics of marketing and planning. I'm a firm believer in setting goals first, then making a plan based on those goals, and then taking action.

Without knowing what they want to accomplish it's difficult to decide which tools to use. More web traffic? More sales? Make the phone ring? And it's hard to determine a budget for online marketing if you don't know why you're doing it.

That said, I think small business owners face one or all of the hurdles mentioned. Time, skill, money. As to what would help, once they've identified goals and challenges, it's easier to identify if they need to carve out time, learn new skills, or outsource everything. I don't think there is one size fits all solution, but if you've got one, I want to know!