Over the years I've watched countless small business owners struggle with their marketing plans like they were wild beasts. Marketing and public relations is tough for lots of entrepreneurs and it seems to be even more difficult for those whose brand is also their personal image.
Today's wired and global economy requires so much more than memorizing the 4 P's of marketing.
First you must deal with the new expectations of the public. Customers expect you to listen to them; interactive marketing (think choose the color of the new M&M) is the only kind many consumers can even remember. Websites now must be content driven. It's not enough to try to sell something you have to add value, share information and develop a relationship with your target market.
In order to take advantage of these new realities you must both learn to use the power of the internet and avoid social isolation. For starters, learn to use the new tools of social media. If you need help just reach out through cyber space - there's lots of free and paid advice out there.
Even though you are tackling the marketing challenges of the web you cannot neglect your "in person" communications skills. Your website should be great, but you also need to be able to connect with a live person. Attend networking events and really participate. Keep your own personal and social life in healthy condition. When you get the chance to speak in front of a key group or client you want to be ready. All of this will help you to build on the power of referrals and word of mouth marketing.
Finally you must have a plan. Your plan should:
o Include a detailed understanding of your target market
o Have measurable goals
o Be flexible - you should be able to change in response to market demand
Getting a grip on marketing requires work, but it shouldn't hurt.
Karen Southall Watts is an entrepreneurship and management trainer, business and life coach. Karen travels all over the country to teach workshops to new business owners and leaders, as well as working one-on-one with private clients. Karen's work blends a background in counseling with years of business experience. You can reach Karen athttp://www.karensouthallwatts.com.
Read Karen's blog athttp://karensouthw.wordpress.com/