© 2004-2011 All rights reserved. New Paradigm Marketing Group   •   707.236.8048  •  Sebastopol, CA 95472

Regardless of the nature of your business, there are three fundamental things you’ll need in place so you can attract customers and avoid wasting precious resources: a basic marketing plan, a good website and effective lead generation.

 

We help our clients put these three essential pieces in place to give them a solid foundation for their marketing.

Key #1. Start with a Marketing Plan

 

The biggest mistake small businesses make is trying to market without any kind of plan. Without one, I guarantee you’re wasting your time and money–perhaps lots of it–and you’re probably not getting the results you want.

 

Small businesses should have a marketing plan that addresses:

 

1. Basic positioning strategy. Consider the market/niche you’re targeting and how you want potential customers to think of your business.

2. Message strategy. Lay out the “core message” you will use as the framework for your messaging. Address what problems do you solve for customers, the benefits and specifically how are you different from other providers.

3. Targeting strategy. Define in detail exactly who you are going to reach (hint: it’s NOT everybody).

4. Lead-generating strategies. Outline various approaches that will reach your target as cost effectively as possible. It should include a mix of online and traditional messaging. Most small businesses should also consider alliances, networking and proactive referral strategies.

5. Promotional tactics. This is where you lay out the specific details of where and when you’ll get your message out to generate leads.

 

WHAT WE DO: We help you develop a concise, actionable marketing plan that organizes and helps you implement your marketing. This is a no-fluff document designed specifically for small business that’s geared toward your current level of resources.

Key #2. Hit the Mark with a Compelling Website

 

Prospective buyers want to make the best possible decision when choosing a provider. Today, the first place they look is your website. It must be professional, well organized, easy to navigate and fully support your marketing goals. Too many small businesses, however, end up with:

 

• A patched together, do-it-yourself website that makes the wrong impression about your business.
• A work of art that looks nice but says nothing of value to differentiate you or move prospects closer to you.
• A technological marvel designed by an IT person who has no background in strategy, design or copywriting.

 

WHAT WE DO: We build you a dynamic site that incorporates proven principles of design, strategy and messaging—and supports your marketing objectives. For businesses that want the ability to manage their own content and save money on site updates, we also offer a content management solution (CMS). Learn more.

 

We also offer assistance with other marketing materials, including flyers, brochures, mailers, email campaigns and more.

Key #3: Generate Leads Systematically

 

Once your plan and site are done, the remaining priority is to begin attracting prospective customers. How this works will depend on various things:

 

• Your marketing plan, the strategies and tactics that outline how you’ll generate leads.
• Your discipline in implementing it consistently and adapting when changes are needed.
• The resources (time and money) you put into it.

 

HOW WE HELP: We know most small businesses need help with lead generation, so we offer advice, hands-on assistance and follow-up coaching to get you started. This includes both online and traditional media environments. We also offer optional pay per click (PPC) marketing, which is arguably the best, most cost-effective ways for most smaller and/or local businesses to generate leads quickly.

 

Request a strategy consultation

 

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Marketing Your Small Business Effectively:

Three Things We Do to Help