Kerri Brunson presented the keys to small business marketing to the HBPA this morning. With her help we began by agreeing on a definition of a small business. It was determined that a small business is: a) a business with less than 15 employees; and b) a business with less than $5,000,000 in Gross Revenue. It was also suggested that a small business is one with low sales but we collectively rejected this idea as it is not any-one’s goal to have low sales.
Kerri, stressed three main aspects of small business marketing:
Identifying Your Customer. This is extremely important and how a business goes about it may be unique to their business. It may depend on your motivation; the product or service you sell; what products or projects you prefer to work on; etc. The main point is identify your customers first.
Use of Social Media. Relationship marketing is more important for small business than for larger businesses (although big business is trying to embrace this model as well). Most business have a website but how do you drive traffic to your site? We discussed the use of blogs, Twitter, FaceBook and the use of coupons such as Groupon and SocialLiving. Interestingly when I got home I read an article on Why coupons are getting clipped from some marketing plans.
Power of Relationships. The consensus was that building relationships through face-to-face contact is the best way to relationship building. However, in today’s Internet world it is important to learn how to do this using Social Media methods like those mentioned above.
Here are some questions. As a consumer what do you find to be the most effective way for a business to build a relationship with you? How does a business build brand loyalty so you think of that business first? I would love to hear your responses.