Small Business Marketing Principles

Small Business Marketing Principles

In the previous post (Small Business Marketing Plan), we began by answering a lingering question: “How do I build a marketing plan for my small business?” Now that you’ve built your marketing plan, let’s talk about small business marketing principles that build the foundation of this plan. Before we get into the specifics, we’re going to lay out a few principles to help you execute your marketing plan.

Small Business Marketing Principle 1: Work Backwards

Think about what your marketing is trying to do. Your marketing is persuading people to buy more of your product. Alternatively, your marketing is persuading people to buy your product at a higher-margin. You can do this by expanding your customer base or getting more out of your existing customer base. If your research tells you that you need more faces in your store, it’s best to start with an awareness campaign to expand your reach. If your research tells you that you already cannot keep track of all of your customers, loyalty campaigns may help you get more sales from your existing customers.

Small Business Marketing Principle 2: Now Work Back from Principle 1

If you’ve decided to invest in loyalty, you are hoping to have a more intimate relationship with your existing customers. This will provide high-value cross-sell and up-sell opportunities. It’s important to realize that loyalty campaigns follow the same adoption curve as any new product or offering. You will not have 10,000 members in your loyalty program on Day 1. More importantly, you will not have 10,000 members in your loyalty campaign if only 3 customers are aware of the new loyalty campaign. You are building a foundation for success. This foundation starts by having 1 customer aware…and then 2… and then 3. Which brings us to our next Principle.

Small Business Marketing Principle 3: It All Starts with 1

I wish I could tell you the secret to getting exponential marketing growth. Unfortunately, marketing requires a commitment and an investment to the customer. It requires a consistent message, patience, and perseverance. There really are not any shortcuts. It’s an uphill slog the whole way. The best marketers are adding new customers and getting more out of their existing customers all the time. They know that they moment they stop broadcasting their company’s unique approach and offerings is the moment that their competitors start to grab their market share, that they fought so hard to capture. Consistency is the only way.

Small Business Marketing Principle Summary

The most unwelcome guests at any entrepreneur’s dinner table are pride and impatience. Pride forces entrepreneurs to ignore the reality that their marketing is not landing. Impatience forces small business owners to try to accomplish too many tasks with one marketing offering. The most savvy entrepreneurs know that the right way to get 10,000 customers is to make one person aware of your product, and then to make two aware. Eventually, you’ll have 10,000 customers aware –many of whom will be very loyal.

If you would like to learn more about how Saffron Key can help grow your business, check out our Getting Started page and tell us about your company and its needs.

Small Business Challenges: Conquering Digital Marketing

Small Business Challenges: Conquering Digital Marketing

According to Hiveage, the 6 Biggest Small Business Challenges are:

  1. Cash Flow Issues
  2. Tiredness
  3. Finding and Retaining Profitable Customers
  4. Motivating Employees
  5. Having Too Many Overheads
  6. Staying Current

We agree with that list. Fundamentally, all of these issues boil down to one central issue—there is not enough time in the day to do everything yourself at the quality you want it done. By providing digital marketing for small business, we take some of the burden as you scale the company.

Prioritizing Your Small Business Challenges:

The challenge with the 6 items listed above is that we are human beings and do not have 6 hands. We have to prioritize this list.

Cash is king. Every penny in the till is another potential reinvestment back to the company, and each potential reinvestment is another opportunity to take the business to the next level. After the cash starts to flow, it makes sense to work on the other 5 challenges. Unfortunately, none of those reinvestments are guaranteed to work. Welcome to the world of the small business owner.

Outsource your Small Business’s Digital Marketing:

We are small business ourselves, we live the pain of these challenges. We’ve created our offerings to solve these challenges. Our Search Marketing, Email Marketing, and Social Media offerings do not stifle the business. We use these tools drive leads to your website to grow the business. Our digital marketing services for small businesses are lean and directed, taking the business to the next level organically.

Search Marketing, Social Media Marketing, and Email Marketing for your Small Business:

Our offerings are always on your small business’s message. We write our marketing copy in the voice of the client. Digital marketing for small businesses is what we do—and we do it effectively and efficiently.

Let us deliver your Digital Marketing for you:

If you would like to learn more about how Saffron Key can help grow your business, check out our Getting Started page and tell us about your company and its needs.

Digital Marketing for the Bootstrapped Startup

Digital Marketing for the Bootstrapped Startup

Seattle is full of amazing ideas—many have come to fruition—others are still on the drawing board. Established gamechangers like Amazon, Microsoft, Boeing, Costco, Starbucks, REI, Eddie Bauer, Paccar are a source of civic pride—as they should be. Seattle is where gamechangers are built. But, it begs the question—whose idea will be next?

I Have a Full-Time Job, But I’m Also Bootstrapping a Startup

Many startups face the same reality. Their idea is very good, but it needs to be bootstrapped or developed to flush out the wrinkles. However, this development takes time and energy. Unfortunately, most of us also have a mortgage or rent due each month. We cannot simply our jobs. However, it’s been getting tough to sleep at night, because we aren’t kicking our idea forward very much. Your startup may or may not be a gamechanger, but it certainly has the potential.  The options to move the ball forward on this innovation are not very promising. You do not want to give up the safety of the paycheck and you do not want to beg a VC for funding. You certainly do not want to let the idea die, because somebody else is probably developing this idea as well.

Marketing by Saffron Key

The Saffron Key Marketing solution is a twist on the ideation model. Keep your job and develop your offering in your spare time. We’ll market your solution for you, for a very small fee. Our offerings include search, social media, and e-mail marketing. With our success in marketing and your commitment to the offering—your creation will grow.

You Keep Bootstrapping, We’ll Handle the Marketing and Social Media

What we have seen with our founders is that once the marketing is handled it allows them to concentrate on the offering itself. Once they have that concentration—magic happens. We commit to building awareness for your solution that communicates the value of your brand.

Now Is The Time

There have not been a lot of companies built to solve this problem so specifically. If your idea has been on the back-burner for a long time, it’s time to sharpen your pencil and get to work. If you would like to learn more about how Saffron Key can help grow your business, check out our Getting Started page and tell us about your company and its needs.

Emerging Business Marketing Options – Small Business Marketing Consultant

Emerging Business Marketing Options – Small Business Marketing Consultant

We know that evaluating the landscape of the marketing options for emerging businesses is hard. As an agency, we serve as a small business marketing consultant for each of our clients individually. There are many marketing solutions and they all have their merits and drawbacks. It can be hard to sort through them and decide what’s right for your business. Here are four marketing options to consider for your emerging business.

DIY Marketing

The most obvious solution to marketing on a budget is to manage the brand yourself. Every entrepreneur will tell you that nobody understands the value prop of their own business better than them. Therefore, many entrepreneurs are of the mindset that the messaging should only come from them. The challenge with this approach is that crafting the right message is time-consuming and detracts from the other parts of the business.

Part-Time Marketing Help

Some emerging businesses have enough capital to put some firepower behind an energetic part-time marketing individual. There are plenty of individuals that have copious energy and enthusiasm and can produce a lot of content. Unless every post is reviewed it is difficult to ensure that all messaging will stay on-brand. This person may or may not know about social media lead generation, and the strategy behind it. Just because you’ve posted something to Facebook does not mean more customers.

Marketing Agency

Another option for emerging businesses is to hire an outside agency. These price points are typically designed for enterprise companies, and not always financially feasible for an emerging business. The agency may only be interested in a short-term engagement (90 days), and not willing to help grow your business for the long haul.

Small Business Marketing Consultant

Lastly, let’s discuss the small business marketing consultant. This is a person with services and price points tailored to the financial reality of an emerging business. The best solutions are low-maintenance and allow the entrepreneur to focus on serving their customers. Let Saffron Key be your marketer. We will grow your business with results-driven marketing tailored to the financial reality of your emerging business.

If you would like to learn more about how Saffron Key can help grow your business, check out our Getting Started page and tell us about your company and its needs.