Small Business Marketing Alone Won’t Make Your Business Successful

Reaching your goals through your business isn’t easy.  You have to have a number of elements in place and all three critical pieces must be coordinated for your business to grow and to sustain that growth.

Many owners focus on their small business marketing, but neglect their business model.  Others plow forward with their business, but don’t have clear goals.  The one certainty is that if you are out of sync in your business, you’re in trouble.

The Cogent Business Building System (depicted below) coordinates each of these building blocks and approaches them in order.

The Three Critical Building Blocks Leading To Successful Small Business Marketing

Business and Personal Goals.  Before anything else in the business can truly function effectively, there must be established and communicated goals.  Even if you are the only person in your business, consider your goals and write them down.  Without goals, measuring success becomes nearly impossible.

Many people maintain their goals in their heads and don’t commit them to writing.  Too often, this results in goals being altered to match the current reality and potential is wasted.  Its also hard to create effective small business marketing without business goals to begin with.

At the same time that you set your goals, you must decide and document what your business stands for.  The Mission, Value, and Vision statements serve as internal guides that orient you and your business in each situation you encounter.

Business Model.  The business model establishes how your business delivers value.  It accomplishes this challenging task through 9 component parts, amongst them your value proposition and targeted customer segments.

For the model to be of true value, you must validate it through testing.  This can be done with an existing business as well as a new venture.  This validation proves or disproves assumptions about the business and enable you to make business decisions confidently.  It also guides much of your small business marketing, particularly local online marketing as it defines what and how you go to market.

Small Business Marketing Plan.  For any small business marketing plan to be effective, it must have the background of goals and a proven business model supporting it.  The previous two elements support the marketing and much of the marketing “copy” can be derived from the work already done.

A marketing plan must be all-encompassing in a small company.  It should contain your goals and clearly articulate how it will help you reach those goals.

The plan must also incorporate a budget, time line, and measurement system to track the performance and success of the small business marketing efforts.  Without these elements, you’re throwing a fishing line in the water, but not paying attention to what kind or how many fish you catch.

The infographic below visually shows the three elements and how they overlap to drive business success.  They form the backbone of the Cogent Business Building System and are powerful allies in creating your success.

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Small Business Marketing Cannot Be Done In A Vacuum!

No small business marketing effort can survive without the goals and model needed to create a successful business.  Think of your goals, business model and marketing plan as the three key ingredients in your business.  Without any particular ingredient the recipe won’t work.

Put each of these in action in the order presented and your business and your small business marketing will soar to new heights!

Michael

Michael Nelson

The Cogent Consulting Group

“Your Small Business Marketing Experts”

(877) 242-4812

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