Tips on how SMEs can go about getting their Marketing effort right

Define your target market – First of all it is important to convey a consistent message to your target market. So consider what your target market is, you’d be surprised how many businesses don’t! The factors to consider for consumer targeted businesses and services include geographical location, age, sex, income level and interest groups.

2. Unique Sales Points/Major Sales Points – You need carefully think out your unique sales points or major sales points. Why should potential clients or customers choose to deal with your business rather than your competitors? The answer could be price, location, quality of service or product, knowledge, experience, uniqueness of product, etc.

3. Marketing Tactics and Media – Your unique sales points need to aligned with the correct marketing tactics and media to get your message across. Options on marketing tactics will include online marketing, direct marketing, sales promotion, advertising, public relations or telesales. Most likely a combination of several of these options will be correct depending on your location, business type and target market.

4. Convey a consistent message/build trust – Everything your potential customers or clients see or hear must convince them that yours is a business that can deliver on its promises. This starts with your core corporate identity and your logo. A professionally developed and designed logo is a must, your logo must be relevant in terms of colour, shape, typeface, symbolism and usage.

5. Make the most of your online presence – For many businesses a website is a key element of the marketing strategy, so it is important that your website is well thought through. The biggest single question to answer is what is the purpose of your website, is it a means of recruiting new clients and customers or is it a place to refer existing contacts to showcase your services or products.

6. Professional marketing help – Marketing your business is a very complex task and one that is vital to the success of your business so it is important that you obtain professional advice. The internet is now an excellent place to source the help that you need and the place where you are most likely to get the best deal. Resort to for marketing and design professionals. Hiring the wrong people could be an expensive mistake!