Small Business Marketing

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Small businesses have as main, and often unique, activity, trying to sell their products or services. This is a Herculean mission and, not by chance, was topic of several posts here in the blog from different angles:

1) Sales Funnel

2) Buying Person

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3) Market segmentation

4) Inbound Marketing

5) Branding

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BUT, WHAT DO ALL THESE SUBJECTS HAVE IN COMMON?

Well, all the techniques and tools are pointing out that selling an innovative product or service is a much more humane process than we tend to imagine. The unstated truth is that it is not enough for your product or service to be objectively better than the competition or its substitutes, you have to win the heart of the customer.

WHAT DOES THIS MEAN IN MY DAY-A-DAY?

1. MASS MEDIA WILL NOT HELP YOU

Television is still one of the main media

One of the most common beliefs I see in new entrepreneurs is to believe that the winning ticket of their business is to get a story in big vehicles like 'The Globe' or 'Small Business, Big Business'. However, the reality is quite different and these strategies, even when successful (you get a story), generate, in most cases, few concrete sales results.

This happens, according to Everett Rogers (specialist in studies of diffusion of innovation), because the process of acceptance of an innovation is carried out, in its beginning, in a social and direct way. In other words, in the personal and direct contact of the novelty with its first users.

2. YOU NEED TO START WORKING WITH YOUR CONTACTS NETWORK

Since your innovation will only be used by people who know you personally, The way out is to work with your network of contacts (network). In the last few months, in the light of this new information and so many other arguments for not suggesting the use of mass-based small business vehicles (even with money for this), I have created a tool to help the new entrepreneur visualize and manage their network of contacts to be always expanding its social reach.

The step-by-step is very simple:

contact network map

  1. Just use the Contact Network Map above to list the groups of people closest to your company team;
  2. Then fill out the list of first-degree contacts with the people and their respective contacts.

I'm not talking about trying to sell your product or service to each of them, but introduce the company and aim for that person to indicate another contact to follow for people of second degree and so on!

3. YOU NEED TO USE THE INTERNET STRENGTH

We've talked about other posts, but it's always worth strengthening. Nowadays, the resources that the internet offers for small businesses are incredible. They allow you, at a relatively low cost, to create communication strategies with your target audience both locally and nationally, if that is the case.

To dive into the online world, you need to be familiar with the e-commerce funnel (image below), and understand the different types of e-commerce funnel. digital marketing industry.

Ecommerce Funnel

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What was your marketing strategy? Is there any challenge getting you to sleep? Leave your comment that we will help you!

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