Small business owners often believe that by being good at what they do, their businesses will naturally expand, because word-of-mouth is the most effective type of marketing. They are not wrong. What they might be missing in this assumption, is that everyone else knows the power of word-of-mouth, and is doing a better job of mobilizing it to their own benefit.
Now you need a good marketing consultant. 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 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 core introductory message is the most important. Business owners are notorious for having eyes bigger than their appetites, and a bad case of verbal diarrhea when it comes to their work. A concise message often has to be written by a neutral third party who can trim the owner’s first draft into something easily repeatable.
Other obstacles: Small businesses struggle simplify, clarify, and diversify what they offer to their customers. A professional speaker, for example, might hold a workshop on motivational speaking and encounter a fair amount of success. But with the help of a marketing consultant, that single event will be targeted so that–for example–the speech trainer holds one workshop for salespeople, one for managers, and one for business owners. By providing niche services to more specific audiences, the pitch is more targeted and is thus easier to market by word-of-mouth.
How does a company get buyers to be interested in their business? When the buyer shows interest, what do they do after the initial contact? Who do they talk to? How do they research the company? The Internet or a phone call? A marketing consultant can assist the company by researching competitive companies – what they are involved in, what type of customers they are attracting. A consultant can inform the customer about the company’s website, name and get a phone number.
In the end, the small business is almost never as well served by advertising as it is by smart, inexpensive marketing techniques. However, most business owners are not professional marketers. It is important to recognize when the business needs the help of a marketing consultant rather than prematurely wasting money on advertising. Once a credible marketing message has been written, advertising can be put off for some time, and be far 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.
- Travis Greenlee
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