Marketing Consultants And Small Business Marketing
There are many small business owners who think that if they produce superior work and generate word-of-mouth marketing, their businesses will expand without making any other effort. While word-of-mouth is an excellent form of advertising, you can be sure that larger businesses are also using it and will probably have tricks to use it much more beneficially than you are.
This is where a good marketing consultant comes in. Small businesses need the help of marketing professionals more than just about any segment because advertising is so expensive, and so ineffective, for most small businesses. A marketing consultant knows that while word-of-mouth is good to have, it's probably not going to spread if the message isn't concise and easy to pass on.
The basic beginning message is the most important aspect of small business marketing. Business leaders are not known for being particularly grounded, nor do they tend to be concise in their writing. A neutral third party usually has to be recruited in order to turn their first drafts into good, readable prose.
Another impediment? Small businesses are almost never good at simplifying, clarifying, and diversifying the services that they provide. For example, a professional speaker may offer a motivational speaking seminar and have some success on his own. A marketing consultant will take that one offering, and hone it so that the speaker now offers one motivational seminar for salespeople, another for managers, and another for business owners. By offering specialized products to smaller groups, the message has more focus, and becomes easier to spread by word-of-mouth.
Finally, it is essential to know how to attract customers. After the intro message, where does a customer go? Your web site? Your phone number? Be aware of the path your customers must follow to learn more about your company. A marketing consultant can be of service by studying what companies outside of the market are doing, what your competitors are doing, and what can be learned from your customers' demographics. The customer must be able to find a path from the word-of-mouth introduction, so the consultant will examine the company's web address, phone number, and name.
Finally, we can say that small business has more to gain from smart and less expensive marketing methodologies than by advertising. But most businessmen are not professional marketers. It is vital to ascertain that when the company needs the assistance of a marketing consultant rather then wasting money on advertising early. Once the business has a credible marketing mantra, advertising can be put on hold for some time, which will be much more successful when used.
Small businesses need the help of marketing professionals most of all, because advertising is so expensive and ineffective for most small businesses. A marketing consultant, much like a professional speaker, knows that word-of-mouth won't spread unless the message is catchy, concise, and easy to pass on and can help business owners create such messages. In small business marketing, the basic introductory message is the most important. Business owners often have dreams bigger than they can pull off, and they tend to talk on and on at length about their work.
Published November 24th, 2007