4 Critical steps every small business should take.
When one thinks “marketing” they often think big budget. However, some of the most essential steps to market your brand and look professional cost little to nothing. Donna Sozio1, a successful marketing entrepreneur and published author, applied this philosophy to sell her book, “Never Trust a Man in Alligator Loafers,” to a major publisher. Within three short weeks, she generated successful media publicity on KISS F.M. and The Tyra Banks Show. Her secret? Donna recommends having a media and marketing plan from the get go. Always present yourself as an expert in your field. And use every opportunity to brand yourself.
Business Branding Essentials
- Have a Plan, Brand Every Communication & Use Email.
Get an email address with your domain name and make sure all email communication has your company signature and brand on it – never miss an opportunity to brand. Email is easy and inexpensive so use it to your advantage when communicating with customers or potential customers.
- Present yourself as a team – even if you’re a company of one.
Use your industry contacts to supplement your services. Then if you need to present yourself as a “team” for a project, you have one.
- Legitimize yourself
If you can afford it, register with the BBB or other associations that relate to your industry. List your affiliations and have references and testimonials available – more than the minimum of 3.
- Be active online and stay proactive about your name.
Create social media accounts such as Facebook and Twitter – why not, they’re free. Sign up for Google.com/alerts which sends you emails based on your query topics – such as your business name or brand. Technorati.com is the largest blog search engine. Use it so when someone blogs about you, you’ll know. Try Search.twitter.com for any instance of your name.
The Bottom Line
Improving brand visibility, and therefore brand “equity” requires a plan and consistent messaging across all forms of marketing. One final tip from Donna: “Learn how to use Google ad words effectively and put your pitch on everything printed – especially your business cards! 1”
- Donna Sozio, author of Never Trust a Man in Alligator Loafers (Citadel 2007), does consulting on the marketability of pitches and tag lines. To contact Donna or learn more about her marketing tips visit http://donnasozio.com/author.html or http://donnasozio.com/publisher/.
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