Marketing Strategy Creates Small Business Marketing Success

Successful building and growth of a business is built on the marketing strategy. The strategy is build on the five key fundamentals which ultimately bring your marketing mix into focus.
1. Who are your current customers and the best qualified potential customers?
2. What is unique about your company that you can offer the market?
3. What will the tone of the marketing messages be?
4. What desired perception of your product/service do you want the market to see.
5. Know, in detail, the reason why a prospect should trust and buy from you rather than your competition.

When you have a marketing strategy in place and apply these key fundamentals to all of your marketing messages you will create consistency. Consistency and repetition are two marketing tactics that are drivers to success. Establish your five fundamentals and you will have the basis to create powerful and effective marketing that creates sales, generates leads, and increases your bottom line.

Your marketing mix will consist of four elements, also known as the four 'Ps'.

Product - Effective product strategies for a small business may include concentrating on a narrow product line, developing a highly specialized product or service or providing a product/service package containing an unusual amount of service. Develop an information packet to offer for free to educate your prospects. They will see you as an expert in your field and contact you when they are ready to buy.

Price - Determining price levels and/or pricing policies (including credit policy) is the major factor affecting total revenue. Generally, higher prices mean lower volume and vice-versa; however, small businesses can often command higher prices because of the personalized service and unique product/service that fills a void in the marketplace.

Promotion - This marketing area includes advertising, marketing, salesmanship and other public relation and promotional activities. This is where your marketing strategy will drive the tone of your message. Stay consistent and focused refusing those 'quick decision' marketing offers. For a small business high quality salesmanship is a must in lieu of their limited ability to advertise heavily. Personalized messages and interaction will create the desired perception.

Place - The nature of the product/service is an important factor in deciding the distribution process. Are you strictly working on the Internet?; Do you need a warehouse & distribution channels?; Are you setting up in your home and will mail your product?; or Are you providing a service and you go to your customers? The successful implementation of the delivery of your product/service increases the trust your customers instill in you.

Your marketing strategy, drafted with the five fundamentals in mind, will create a powerful marketing plan. Use this document to implement your marketing mix to create a consistent message that will create sales, generate leads, and increase your bottom line.


Toni Grundstrom is a freelance writer with emphasis in the Marketing field. With 17 years of experience I provide valuable content in all aspects of Marketing. Click Here for additional information about drafting your Small Business Marketing Plan. This article may be distributed as long as this entire article, including links and this resource box, are unchanged.