Smart Marketing

Debunking the 24 hour small business marketing plan

There’s a popular trend in small business marketing today to tell people it will take a ridiculously short amount of time to complete something. For example, if I say you can have rippling abs in 24 hours, now I’ve got your attention, right?

Well, the sad fact is claims like these are false and misleading. I know this approach appeals to our time-starved society’s lifestyle, but when it comes to small business marketing plans, it’s all wrong.

Look, I’ve consulted directly with hundreds of small businesses and worked with thousands more solo entrepreneurs, and I’m here to tell you that developing a realistic and practical small business marketing plan WILL take more than 24 hours. The myth of the 24 hour marketing plan is spreading like wildfire, but what it really deserves is a thorough dousing. Remember that nothing in this world that is worth having, ends up taking only 24 hours.

If you want to reach conclusions about 1) who you should market to 2) what you should say to them and 3) where you should say it, then you’re going to require time to reflect.

If this makes sense to you, you might want to check out my brand new e-book How to Write a Marketing Plan that Wins New Clients and Grows your Business.

How to decide on the right marketing tools for your small business marketing plan

In my brand new e-book, How to Write a Marketing Plan that Wins New Clients and Grows Your Business I define a successful marketing plan tool as one that satisfies 3 criteria:
* Comfort
* Effectiveness
* Sustainability

Let me explain....

After working with hundreds of small business leaders to develop marketing plans, I've learned that a successful marketing tool for that business is one that the leader 1) enjoys doing 2) generates a favorable response and 3) is consistently pursued. Hence, one that is 1) comfortable 2) effective and 3) sustainable.

If you struggle with finding marketing tools that you enjoy and are effective, then you owe it to yourself to check out How to Write a Marketing Plan that Wins New Clients and Grows Your Business.

I guarantee it will help you identify the marketing tools that will gorw your business and gain new clients...or your money back.

Brand New Small Business Marketing Plan Tool

Does your small business lack a marketing plan? Are you frustrated that your small business marketing efforts aren't generating enough new clients?

The small business world is divided into two distinct camps: the "haves" and the "have nots". I've found after working with hundreds of small businesses over the last 20 years that small business owners who have all the clients they need, also have a marketing plan.

But the have nots…well they haven't a clue about their marketing. They are frustrated every single day because their small business isn't growing, yet they don't know why. And the biggest reason is because they don't have a marketing plan.

I've just spent the last 6 months writing, polishing and perfecting a new e-book called How to Write a Marketing Plan that Wins New Clients and Grows Your Business and if you're struggling right now in your small business marketing efforts, give this a try.

It's only $49.95 and once you purchase How to Write a Marketing Plan that Wins New Clients and Grows Your Business you get 3 bonus reports absolutely free: "10 Things you can Do Right Now to Improve your Marketing", "The 10 Commandments of Successful Marketing" and my "PowerPack of Marketing Tips & Tools".

If you're interested in growing your small business this year, in fact right now, then check out my new e-book How to Write a Marketing Plan that Wins New Clients and Grows Your Business.

Small business marketing tip - Differentiate your small business for more memorable marketing

If your small business marketing challenge is to stand out from a crowded competitive field, differentiation might be the way. Most small businesses are stuck in what I call the "muddle in the middle". That is the netherworld of sameness.

They offer the same products and services as their competitors, they go to the same trade shows, they attend the same networking events, and (most importantly) they use the same key messages as their competitors in their brochures and websites (e.g. "service is our number one goal").

To break out of this small business marketing rut, use differentiation as a marketing weapon. Differentiation is the art of finding something utterly unique about your business and then hammering it home so it makes your small business unique from its competitors.

Here are some examples of unique differentiators:

• The size of your clients—working exclusively with businesses of less than 100 employees.

• The industry your clients are in—specializing in lumber businesses.

• Clients seeking a specific benefit—working with CFOs who want to improve profitability.

• A product line focused on a niche market—specializing in commercial appraisals.

• Your unique approach or methodology—"our proprietary 6-step marketing plan approach".

There are hundreds of ways to differentiate your small business, so these are just a start. If you'd like to learn more about differentiating your firm so it stands out in a crowded competitive field, subscribe to my free email newsletter Marketing Tips and Tools. 

Make a champions list

As some of you know from reading my book The Marketing Toolkit for Growing Businesses, I regard targeting as one of the most important tasks in a small business marketing plan. That's because you can have the world's most innovative product,  craft the most brilliant marketing messages, and deliver them using the most ingenious marketing tools. But if all these efforts are directed at the wrong people (those who lack interest in your product, or those who lack money) you'll see little marketing success.

That's why I recommend that every small business owner compile a Champions List. This is a list of the Top 25 people who take an active interest in promoting your business. They could be board members, consultants, vendors, or dozens of other types of people. But they're your Champions because they ACTIVELY promote your small business through referrals and word-of-mouth.

OK, once you compile this Champions List (use Excel for a simple list or ACT for a more detailed one) adopt my friend Mark LeBlanc's 30-day rule and never let them get 30 days away. How do you do this? A myriad of ways including:

• Phone them for check-in calls
• Add them to your sequential autoresponder series
• Email them with a brief update on your company
• Send them an article of interest
• Invite them out to lunch

The important thing is this: Know who the Top 25 Champions are for your business, and never let them get 30 days away. I think you'll find that more abundant word-of-mouth and referrals will follow this strategy...

Small business marketing plan tip #3

I've been working with small business marketing plans now for 20+ years and one thing I know about small business marketing plans is that over 90% of them fail due to improper implementation. You see, the real secret to a successful small business marketing plan is to constantly, and conscientiously implement it. And very few small business owners commit to proper marketing implementation.

Here are some tips on successfully implenting your small business marketing plan:

• Agree to work only 15 minutes on a task – If you want momentum, you must work on your marketing every day. To help with this, pick one task from your marketing to-do list and say to yourself, "I’m going to work on this for just 15 minutes today". Then, set an alarm for yourself. What I’ve found is that most small business marketers, upon hearing the alarm, will be so engrossed in their work, and so proud of their progress, that they will work well past the alarm going off. What they needed to do in the first place was mentally commit to just 15 minutes.

•   Always establish a project’s drop dead date – A drop dead date is the absolute last date you, or anyone in your company, can touch a marketing vehicle (i.e. the final layout for a brochure, the final copy for your website).  After this date, others outside your company will perform all remaining work on the project. Memorize this drop-dead date, then manage all activity so you honor this all-important date. 

• Budget for maintenance tasks - If your marketing effort is more than a year old, you’ll probably have maintenance tasks to budget for—both mentally and financially. Any program you’re repeating, or any ongoing marketing task (e.g. generating  monthly e-newsletter, reviewing website metrics) should be accounted for in your timelines and budgets.:

If you want your smalll business marketing plan to succeed, you have to work at its implementation. This fall, I'll be launching a virtual action group to help small business owners and solo entrepreneurs with their implemention. If you'd like to learn more, email me at lipe@emergemarketing.com