Small Business Spending on Digital and Social Still Growing

2011 Outlook for Small Business Digital Marketing

Just received some updated statistics on Small Business advertising spend from the 2011 Outlook report from Borrell Associates. Borrell surveyed over 2,800 Small Business owners to find that, of the 84 percent who will spend on digital, 53 percent plan on increasing their budgets in 2011. Money invested in website development, social media and e-mail marketing will grow more than 30 percent in 2011. On the flip-side, local print media, newspapers, directories and radio will continue to get squeezed out of the budget with double-digit cuts across the board from most SMB’s.

According to the report, Small Business represents a huge growth market, and accounted for over 70 percent of all online advertising expenditures last year. Social media is especially interesting for SMB’s and most are interested in Facebook, Twitter, location-based services, and daily deals platforms. I think YouTube also makes sense for the right kind of small business so I’d expect to see some interest and spending there as well. It was interesting that Borrell did not include any data related to YouTube or Mobile marketing strategies. Despite all of the buzz around mobile and video, it seems that small business owners just have not caught-on the way larger brands and retailers have.

Potential Pitfalls

Despite all the data suggesting growth and willingness to spend, the reality is that there is still a lot of confusion as to who to work with to make all of this happen. There is so much noise in the market right now, with average small business owners getting 22 new media advertising pitches a month. These pitches range from local boutique agencies to national solutions like Yodle, ReachLocal and Web.com. It is this noise and shear amount of options that paralyzes decisions makers. With so many so called experts and best-of-breed technology platforms to review and analyze, making a decision alone can take several weeks.

Furthermore, many Small Business owners still lack a real understanding of digital. Website analytics, social media insights and search engine marketing tactics are still fuzzy. Due to this minimal amount of knowledge, SMB’s must trust the provider they partner with to do the right thing. Unfortunately, most of the “big-boys” of SMB marketing are focusing on market share and not the quality of the products or services they provide. This mentality leads to less than stellar results for business owners and a burned relationship for the provider – which ultimately hurts the perception of every SMB marketing company.

A Guide to Starting a Successful Business

The journey to a successful business starts with an idea or concept. It is then refined to suit the purpose of the concept. At this time, your concept is the seed you are about to plant. Metaphorically speaking, every business is a life – It can live or die. Your concept should focus mainly on what the end users want. This is because these end users are the life of your business, the ocean in which your fish swims. Just as seed planted needs extra care, so it is with every business. Your drive should be consumer-centric, not after what you gain in return. However, remember, “You can have everything in life you want, if you’ll just help enough other people get what they want.” – Zig Ziglar. It is interesting to note that nature has endowed everyone with all he needs to think and succeed in life. So how can you discover yours? The following questions would assist.

. What do you find most interesting to do?

. Does what you find interest in doing appeal to people?

. How well can you do it?

. What means do you use to let people know what you have?

. What do you do to keep people’s interest?

Now let me explain what I mean by listing the points above.

What Do You Find Most Interesting to Do?

If you can find what interests you most, then you have proffered a solution to one of the barriers to your success in life. You will always love to do it. Of course, every endeavor comes with its own challenges. Fired with burning determination to succeed this time, you do not see challenges but success ahead. The inspiration to do it better and circumvent challenges will always flow. If you ask any successful individual who started from grass-to-grace level how he came about being successful, what he finds most interesting to do may likely be his answer. Now, you have to look inward and figure out what interests you to do. What is it? Oh yes, you know now! Now that you have found your area of interest, what is next?

Does What You Find Interest In Doing Appeal to People?

A tree, they say, cannot make a forest. Therefore, there should be many trees assembled in an area before forest can appear. No doubt, your brilliant ideas will end up with you if not supported by people. In the political world, majority vote is needed before a contestant is declared winner. In the same vein, you will need people before you can win or succeed. In addition, your being successful is a function of giving people what they want. The rule is to give to people what they want and in return, they will give you what you want in excessive measure. You should go into researching how what you are interested in doing appeals to people. You then provide the way to meet their demands. If people are hungry and you give them clothes instead of bread, they may not appreciate or even collect them. This is because your offer does not meet their immediate needs. Have you now figured out areas where your offer can fill people’s needs? If yes, you are indeed moving closer to your success. You have now known people’s taste. But do you know the next hurdle to cross over? The quality of the product or service you render readily comes to mind at this time. The skills to things well will tell if people will love what you offer or not.

How Well Can You Do It?

It is common that some people find interest in doing something in life but do not know how to do it well. This stage is very important. How? Because it is a determinant factor if people will support you or not. However, you may want to ask: Of what benefit it is to cook a dinner that the invitees would not eat simply because it was poorly prepared? It is your interest to make people happy with your meal but you cannot cook well. At this point, it is good to examine the areas of your weakness and seek improvement or strength. Improvement can be acquired by education – Formal or informal. Formal education will require you to take up your field of interest and immerse yourself in it until you graduate. Then you will be awarded a certificate detailing your performance. On the other hand informal education will require your learning handwork or a trade like carpentry, bricklaying etc. Improvement can be acquired through exposure too. Seminars and workshops are exposure window through which you get a glimpse to the world of experience. Some of these are free while some come at a cost. You should do your utmost to engage in constant practice of what you learn. This will refine and polish your skills. Whichever way, you can be confident that experience is the best teacher and you should do your utmost best to get it. Have you now gotten enough experience? Then go ahead and put you skills to work and let the whole world know what you have to offer.

What Means Do You Use to Let People Know What You Have?

Now that you have achieved the breakthroughs above, how can you let people know what you have to offer? At this point, just rest assured that you have achieved greatly in your journey to success. The best way to go about this is to start with the known. Sure, the known will inform the unknown if they have good experiences. In a sense, your good quality product or service is doing advertising work you. To hasten your advertising, you may think of Radio and Television jingles, newspaper adverts and so on. For more global reach, you will need social media to connect your business. If people now connect to your business, how do you keep their goodwill?

What Do You Do to Keep People’s Interest?

The concept behind business and customer loyalty is hinged upon making good promises and fulfilling them. If this area is managed well, it boosts your reputation. Reputation Management Expert, Anthony Johndrow, put it this way: “Building a strong reputation takes time. To earn trust and respect you need to consistently show that you will live up to your promises. To build a strong reputation companies need to deliver on these expectations through everyday work. But this is proving to be more and more difficult.” This is a very crucial aspect of your business. It is dependent on your relationship with your customers. Be honest in all you do. Let integrity be your guide and you will earn trust. One of the pillars of every successful business is trust. It is earned overtime. If you are in business for product or service, clearly state your brand, product information, warranty, quality assurance, shipping and return policy, means of payment, and so on as each case may apply. Good customer relationship is key, as every customer is KING. Timely response to inquiries and quick resolution of dispute will save your reputation. Do your utmost to have a list of all your customers, listen to their inputs and update them regularly of every development.

Your business will keep living successfully if you give it a meaningful life.

Business Planning – Do You Make These 5 Marketing Mistakes?

What is the one thing every business wants more of? Money! Are you struggling with how to take your business to the next level? Do you feel like you’re stuck in a stagnant place and are unsure of what actions to take to grow? You are not alone! As a business owner, you are busy constantly. There is not enough time in the day for everything. Making mistakes with your marketing efforts can only magnify some of your struggles. Read this to figure out if you are you making these 5 costly marketing mistakes.

Mistake #1: Winging it

Ever hear the expression: Proper Planning Prevents Poor Performance? This ties right into your marketing strategy. If you want results, you have to put in the proper planning and formulate a strategy, then execute accordingly. This is why it is called a marketing strategy. It takes time, effort, and research to develop the necessary marketing plan. This is crucial to the success of your marketing efforts. Too many businesses “wing it” whether it be for lack of knowing how else to attack it or pure laziness. You worked too hard to get your business up and running. Put some effort and time into developing a formalized Marketing Plan. Figure out who your target customer is and the best way to market directly to that target audience. You may already be wasting effort and money on marketing to the wrong audience! Do your homework. We promise… you will save time AND headaches in the long run.

Mistake #2: Giving Up Too Easily

What would we do without instant gratification today? Searching for answers literally takes seconds on our computers or cell phones. We have access to more knowledge at our fingertips than we could have imagined 10 years ago. Technology has embedded this need for instant gratification in our minds. It has created a society of people that give up way too easily. Like most success in life and business, marketing takes time and persistence. In fact most prospects need to be exposed to your company, its services, the benefits received or problems solved, 7-13 times BEFORE they will decide to purchase. Don’t think that one attempt at reaching out to a prospect will magically make them open their wallet. Don’t think that even 3 times of reaching out will do so. It make take 3, 6, or 9 exposures to get your prospects comfortable with you and your company. Marketing is a marathon and you have to be in it for the long haul.

Mistake #3: Not Adapting to Current Times

Remember when newspaper or radio ads were the most effective way for a company to advertise? Well along came the 21st century full of technology. Embrace it. If you don’t have an attractive, user-friendly website, you’re making a mistake that could turn new customers away and inhibit your growth. If consumers find it difficult to navigate or looking outdated, they may leave with a negative impression of your company and never return. Don’t allow this to happen.

Are you refusing to get your company on social media or advertise using video? This is also costly. The internet, social media, and video marketing are here to stay. If you want to have your business thrive for many years and generations to come, it’s best to get on board… now!

Mistake #4: Lack of Consistency

In order for marketing to be effective it has to be creative and consistent. Think “Out of sight, out of mind.” This is true with any prospect. You don’t know what situational changes are going to occur in their life that may cause it to be… The Right Time. You don’t want to miss the opportunity when it arises. If you haven’t been planting those seeds and nurturing them all along, you won’t be there when they are ready to harvest. The goal of marketing is to be the company in the forefront of the consumer’s mind when they raise their hand and need help. Many businesses make the mistake of sporadic marketing or marketing only when business is slow. Marketing needs to be continual to smooth out the seasonality of business cycles. Don’t let your business fall into this trap!

Mistake #5: Backing Off When Goals are Achieved

Finally, the 5th marketing mistake you may be making is backing off when goals are achieved. This mistake may be the worst one. It’s too easy to breathe a sigh of relief and relish in the success you have achieved. Successful businesses get comfortable when things are running efficiently. However, the issue comes with being too comfortable. As stated earlier, marketing efforts can take 3, or even 6 months to start showing results. This lag time is why discontinuing your marketing efforts, then desperately trying to ramp them back up can be extremely dangerous. It is much wiser to consistently maintain your marketing efforts, then amplify and enhance them as needed. After all, customers may come and go for a variety of reasons. Focus on keeping lifelong customers, and a marketing plan that will help generate new ones during good times and bad.

Marketing is not always fun to do or think about when there is so much else going on. At the end of the day though, marketing is important to the success of your business. Treat it as such and avoid these 5 marketing mistakes. Taking the time to plan and actually prepare with the necessary research will make it so much easier to perform the steps outlined. Don’t forget, persistence is needed for successful execution of your marketing plan. You believe in your business. Make sure your marketing efforts reflect that!

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