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A Marketing Strategy for Success: Tips for the Small Business Owner
Hey, Ms. Entrepreneur: Do you know how to best market your business?
Featured Author:
Ann M. Evanston
Capture imagination. Capture power. Capture success. Within every woman there is a warrior. Her power is strong, loving and captivating. She is able to draw people in so they WANT to be a part. Are you capturing all you can as a business owner? Entrepreneurial-Women-Now.com is a site where Ann works with women in business to pitch, market and grow their business! ZenaEnterprises.com launches this winter!
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Ann M. Evanston | WomenCo.
May 23, 2008
Understanding the different levels of marketing and building a strategy for marketing are critical for your success as an entrepreneur. Marketing plans will have costs and profits, and each type of marketing has different levels of return on investment (ROI).
I run two chapters of eWomenNetwork, the #1 resource for connecting women and their businesses worldwide. We teach women about marketing and I frequently find myself saying to women business owners, “You started your business because you have a passion for it, which does not mean you know how to market it.” I watch their faces, and so many in the group nod in agreement!
There are many marketing strategies you might consider. Here are three, plus some insights as to why they may be good (or not so good) for you and your business goals. In the last 11 years as a business owner, I have used all three strategies.
#1: Networking and direct contact
This has been proven to be the fastest way to get business results. It will achieve the greatest ROI if you do it well.
I have a good friend, Ruth. We met at her first networking meeting for her business (she didn’t even have business cards yet!). Two years later, she has an actual storefront and two staff members! When you network, you must realize it is about putting others first, not you and your business. People help you faster when you help them! Also, beware of “free” networking events. You want to show up at events where people can afford your product or service.
Three tips to maximize ROI with networking:
1. Show up regularly; occasional participation does not work, since you cannot build relationships if you aren’t consistent.
2. Show interest in others; remember that people like to talk about themselves.
3. Follow up after the meeting. This is so critical – it is respectful and helps close the deal and refer business faster.
AnnEvanston
6 months ago
1558 comments
Hi Chris - I agree most blow it by just adding names to their database. Great networking is about connections, NOT contacts. In the organization I run we have a strict "no spam" policy, members love it! I also think that spamming your business card at a networking event is bad manners...more in next week’s article!
JobSearchCoach
6 months ago
56 comments
Great article, Ann. I am incorporating all three methods in my current marketing plan.
ChrisMar
6 months ago
98 comments
Such good, practical info Ann, I was just recently at a networking event and about two days later (because my email address is on my business card) I had someone spamming me with all kinds of offers...talk about offensive and a potentially negative impact on a business.
I gave the person the benefit of the doubt that perhaps it's over zealousness, since they presented very well in person at the event. The spamming behavior didn't fit with the way the person presented at the event. Nevertheless, to stop the unwelcomed content from flowing into my Inbox I had no recourse but to block it.
Wouldn't you say unsolicitied content or sending content without prior permission is an absolute no no? It's not only annoying, it's also a bad business practice.