Since consulting small businesses and coaching business owners I find that one of the more challenging tasks that bedevil these hardy souls is marketing.  As the saying goes, “anyone can make soap but it takes a very clever person to sell it”. No doubt, most business owners tend to be very good at what they do but not so good at promoting what they do. Here is a thumbnail look at 6 marketing mistakes and a check list of some pithy suggestions on how to correct them.

Mistake 1--Not having a marketing Plan

Understand your market and competition.

Understand your customer-what to they want (not need).

Pick a niche. You may have niche already or pick a new one.

Develop your message. You must find out what the problem is and then solve it for them.

Determine your marketing medium(s). Where do the people in the niche get their information, what do they read, and what would catch their busy eye?

Set your sales and marketing goals. Be SMART (sensible, measurable, achievable, realistic and time specific).

Develop a budget. What’s it worth to gain one client?

Mistake 2--Not differentiating your business from your competition

You may not have to be the best at what you do but you do have to be unique to get the prospect into your office. Come up with your Unique Selling Proposition.

Mistake 3--Not having a systematic referral generating program

45% of all business is by referral---First source is your customers—second source is people who have influence--key people in related businesses

Mistake 4-- Neglecting to communicate and market to your current customer

There are 101 ways to communicate with your current customer—try to be consistent and let them know you care about them and their problems.

Mistake 5--Not making money with other peoples customers

Affiliates in related businesses can be a great place to partner and cross sell too.

Mistake 6--Not realizing you’re in the business of marketing your product or service

Use traditional and non traditional channels…think outside the box.