Small business marketing has always been about building brands, building relationships, delivering value and creating a path to convert visitors into leads and then into customers. These basics have been the same for ages, but they get obscured by labels. Think of the names applied today: inbound, relationship, attraction, email, content, and so on…
Where do all the labels in small business marketing come from?
Many of the labels were created by marketers trying to sell their systems or differentiate themselves from other systems. Rather than creating clarity, they have generated confusion and a loss of focus on the ultimate goal of marketing within a small business – sales. All of the activity should build upon the notion of improving sales results.
How do you handle the transition from marketing to sales in a small business?
Most small businesses won’t have separate marketing and sales functions, but the processes is fragmented in many cases. I just wrote about a unified small business lead generation process and how it needs to flow from initial contact all they way through the ownership experience after a sale.
That unified and uninterrupted flow is often hindered by getting lost in the confusion of the dozens of marketing labels that are floating around. Don’t forget the basics – your small business marketing needs to focus on providing value and capturing sales.
This infographic helps show where the trends have come from and the evolution of marketing terms. Many of the transitions have come about due to changes in technology, new laws, platforms, increased customer control of the process and social changes. But, the focus is the same – deliver value and you’ll receive value in return (in revenue).
Michael Nelson ”The Cogent Coach”