Marketing
Strategy Article:
Is Your Small
Business Marketing Strategy Based on Chess or Checkers?
Creating a small
business marketing strategy is a menacing task for the average entrepreneur.
They bravely face the inherent risks that come with opening a new business
squarely in the face and take action on all fronts. The common exception to
this fearless, get-it-done attitude is their marketing.
Instead of attacking
the challenge in a bold manner, they slip and slide around, trying to reach
that elusive goal named success. Instead of strategizing and planning each
of their marketing moves they take small incremental jumps, often in the
wrong direction.
Small business
marketing strategy is a lot like the difference between checkers and chess.
The goal is the same, yet the complexities of the approach to the game are
much different. Chess is a more complex game than checkers because there are
many more variables; just like the business world. It requires more
strategy, planning, concentration and hard work. To win also takes the
qualities of perseverance and stamina with many obstacles to navigate.
Checkers is easier and
demands very little forethought and concentration. Because it is easier, it
is often the manner in which most businesses operate their marketing
strategy.
Like chess, marketing
your business is a complicated undertaking. Chess players anticipate future
moves and will position their pieces in such a way that each one strengths
others on the board. They are working together for the common goal in a
common strategy and plan. Your marketing efforts should be approached the
same way.
Every marketing move
you make needs to reinforce the previous move to defeat the competition.
Rather than using chess pieces you are using your logo, you message,
advertising, website, brochures, sales letters, and hundreds of other
marketing tactics.
Like bishops, rooks,
knights and pawns, these tactics each have a different level of
effectiveness and need to be played correctly. Some are more powerful than
others and should only be used when the time is right. Others, like business
cards, are not as valuable but have an important place in the game.
As a small business
owner you don’t risk losing pieces to your opponent, you risk losing
business. Like a great chess player, you must develop your strategy to win
on a consistent basis. It takes attention, focus, and vision to stay in the
game until the end and come out victorious.
Here several small
business marketing strategies you can employee on your game board:
·
Focus on your clients: give them all of your attention and fill their needs with
your unique product or service.
·
Develop a clear marketing message: Be relevant and consistent with how you communicate
your benefit offer.
·
Constantly communicate with your target market:
Develop ways to continuously market to your clients and prospects. Be
familiar but not too obtrusive.
·
Develop your Unique Value Position: Know where you stand in the marketplace and be
aware of your competitor’s moves. Be sure you are responding to their
actions not reacting in an irrational, defensive position.
·
Build
a relationship with your market:
Get to know your market and let them know you care. Find out what they want
through surveys and conversation.
·
Market everyday:
It is crucial that your marketing strategy have a long view method. Think
three or four steps ahead by establishing a marketing plan and working on it
everyday.
These are but only
a few ways you can create your small business marketing strategy. Always
remember that you have to think like a chess player and look into the future
by anticipating what the market wants and what your competitors might do.
When you do you will enjoy great success and win the game.
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Developing a Marketing
Strategy |
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1.
Strategic Thinking
Many
small businesses take on any type of customer just to make a sale
and lose sight of the prospects that have the greatest potential.
They approach everyone equally and hope for the best. What’s wrong
with this? It's a poor tactical approach, not a sustainable growth
marketing strategy.
(more)
2.
Established Marketing Goals
If you
believe you can succeed, you will eventually succeed. When you have
a marketing strategy and clear set of
marketing goals
there will be little to stop you.
(more)
3.
Differentiating Factors
Being unique
in the marketplace is an imperative small business marketing strategy.
Uniqueness can be a make-or-break virtue in today’s hyperactive
business world. How do you set your small business apart?
(more)
4.
A
Clear Target
Creating
a small business marketing strategy requires you to become and expert
at
target marketing. The two things
you are always short on are time and money. When you miss your target
market you are wasting both.
(more)
5.
A Strong
Message
Marketing is all about communication. When you communicate well,
you make sales; if you cause confusion, you fail. It's that simple.
Creating a strategy for your marketing message is critical to your success.
(more)
6.
A Brand Identity
You
may think that as a small business you are not big enough to need
a
branding strategy. Nothing can
be further from the truth! Every business needs an identity that
is part of a focused marketing strategy.
(more)
7.
A Positioning Plan
All
business battles, large and small, are won and lost in the minds
of your clients and prospects. They decide what is in their best
interest and if your product will benefit them. The best you can
do is to position yourself with your marketing strategy to be the
best choice, lowest risk they have in their buying process.
(more)
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