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Four Marketing Musts

Date Posted: 2005-10-04

One of your most important jobs as a solo professional or small business owner is to generate interest in and demand for your products or services. But if you're like many entrepreneurs, you discover finding time for marketing to be elusive. Much of what you could be doing remains undone--and without some form of marketing your business growth stalls.

To help get you untracked, here are my four marketing "musts" for small business owners. Integrate these four fundamentals and you're sure to feel more confident going forward . . . and more able to plan a bigger "bang" for your time and efforts.

1. MAKE MARKETING YOUR MINDSET

Make marketing a subconscious element of all that you do. This doesn't mean you should be in "hard sell" mode all the time, but it does mean you need to develop a mindset where you view every interaction with someone--planned or otherwise--by phone, by email or in-person as a marketing opportunity.

2. MAKE YOUR MARKETING SUSTAINABLE

For marketing to work, you need to be able to sustain your efforts over time. You might develop the most effective plan, but if you can't implement that plan because it's too costly, too complicated, or you simply don't have the time to commit to it, then your efforts will fail.

Plan your marketing in phases. Start with low-hanging fruit. Get a couple of small victories under your belt. Note what worked, what didn't work, what felt most "right" for you . . . and keep moving forward.


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