Most small business owners aren’t thinking in terms of “everything is marketing.”
That is a mistake.
In a world where people have short attention spans and they’re millions of businesses attempting to attract it. You’re either judged on everything, or you’re being ignored.
The reason to employ “everything is marketing” is because most of your prospects are in the market for what you sell only a small fraction of the time. If you’re not saying or doing something to them at that time, they’ll talk to somebody else. With less marketing, your chances of connecting with them at that selling moment decreases dramatically.
Here’s how you do it and sell more products or services.
In a nut shell “everything is marketing” means you may run classified or small display ads offering your free class, whitepaper, report, etc. and that also directs people to your website. It means maintaining awareness wherever your target audience attention is: the radio, cable TV, business magazines, business podcasts, email inbox, conferences, social media, direct mail letters or regional editions of national magazines. Use signs wherever feasible and stay in touch regularly with both prospects and customers with electronic communication and standard mailings.
Combining all these marketing tactics on a continuing basis, over a long period of time rather than in a shotgun blast, is a tough job. But succeeding with a small business isn’t supposed to be fast or easy. By using “everything is marketing”, selling more of your products and services does become far more of a certainty – 100%.
Question: Are you ready to sell more? What are you willing to do?
About the Author: Patrick McFadden is a marketing consultant that helps SMBs navigate the most effective ways to attract and keep customers. He is also an advisor and featured marketing contributor to American Express Open Forum and has been named a marketing thought leader for small businesses.
Indispensable Marketing takes a process approach to developing and installing your small business marketing.