One of our clients was out to dinner and met up with some fellow business owners who were asking his about the amazing exposure he’s recently gotten in the marketplace and the incredible meteoric
rise in his business.  

He explained that it was a result of hiring his Own Marketing Director and frankly was unable to answer the HOW but he loved the results nonetheless. 
 
The next day he called to convey the conversation and query me - here’s a bit of a recap of our conversation:  

Mike: “Rich, how exactly are we growing so fast? I mean from 17% occupancy (he’s a boutique hotel in the USVI) to nearly 90% is just unbelievable? What are you doing dousing our little  area
with crack?” (Mike’s got a great sense of humor – always keep me laughing) 
 
Me: “Mike its actually quite simple: Keep in mind: there are three and only three ways to grow any business. 
 
1) Get more customers
2) Get those customers you do have to buy more stuff. 
3) Get those customers you do have to buy more often. 
 
So how we are accomplishing these objectives is this:

1) Get more customers – adjusting and augmenting the main Paradise Cove website, developing additional videos and increasing P/C’s presence online through SEO / SEM. Also direct response campaigns to potential guests already on island as well as market segments: Travel Agents, PADI members, Sailing crowd, Wedding parties and groups. Every business has these types of opportunities –
we just have a knack of finding them!


2) Get those customers you do have to buy more stuff – we opened P/C Café, Internet access service, Inspiration Hall and soon the Business Center. Also may add Specialty Advertising items such as P/C t-shirts, caps and hats, towels, souvenir items, etc. I’ve never seen a business that didn’t have loads of additional things that could be offering clients and customers. 

3) Get those customers you do have to buy more often – Book & Bonus Specials, like our exclusive to the Caribbean: Book 5 Nights, Get 2 Nights FREE! This meant the length of the stays are longer which directly increased your bottom-line! Any business can do it – there’s always a way to up-sell, cross- sell and in fact if you’re offering great value you owe it to your clents. 

To substantially augment all three above we should initiate a team effort to increase the number of Affiliate Agreement / Joint Venture Relationships we have on island (and off) – such as adding more
excursions partnerships, restaurant partnerships, entertainment relationships, etc. Must be an on-going strategy and team effort with all staff members participating.”

There you go, that was our conversation. A Short Story that is as Instructive as it is Simple. Now Mike can go back to his entrepreneur friends and tell them how he did what he did. 
 
He’s a genius! 
 
 
Ok, this is our last in our little series on this Small Business Marketing blog post. The question that started this stream of thought, Q & A and is below and you can find my answers to question two by clicking here.  

Allen T from New Hampshire asks: “Rich, I’ve heard a lot of about Email Marketing and Pay Per Click. As you know I’m on a budget and have been burnt and ripped-off before my non-performing so-called ‘internet marketers’ scammers. My question is: should we add these in and make them part of our Marketing Plan or maybe not? Thank you” 

Rich answers: Allen, there’s a few things to consider here and I’m thrilled you asked the question. In fact within your question are really three chief factors and I’d like to address each of them separately:  
 
a) non-performing so-called ‘internet marketers’
b) small business marketing ‘on a budget’
c) make Email Marketing and Pay Per Click part of our Marketing Plan

Let’s continue with the final for: #3:  EMAIL MARKETING AND PAY PER CLICK PART OF OUR MARKETING PLAN?

- Proper Email Marketing is going to take funds to attain a list– time to do that is down the road when money is flowing and we can afford a Quality List and Know it will work because the timing is right and we have all the other pieces in place.

- PPC (Pay Per Click) can be very expensive and until the site and our whole marketing structure in place we’ll not really derive all the use out of the funds for this method anyway… need every dime to count… so this one has to wait until funds are flowing as well. 
 
The focus has to be on maximizing whatever funds are available and get clients and members. The best, most efficient and effective way to do this is through natural means. Throwing a lot of money at it won’t work anyway… it’ll just cause even more frustration. 
 
All we’ll need to do (at least in the beginning phases) is to stay in line with Google’s original Mission
Statement:  "To organize the world’s information and make it universally accessible and useful."

Since they hold 77% of the online market, we’ll simply feed that beast (as well as the other engines) - by being relevant! 
 
Then we’ll attack the other techniques and methods (including Offline) that require funds later. Make sense? 
 
Whether you are a seasoned business owner or new entrepreneur, let’s face it its vital to learn How to Promote Your Business or if it’s not your thing, hire it out. Either way, conducting wise and effective Small
Business Marketing will always pay off huge dividends. Best of all – done right – will explode profits and increase your bottom-line! 
----------------------------------------------------------------------------------------------------------------------------
Find out more about author, trainer and master marketer Rich
Sadler by visiting his website www.profitrichseminars.com or take advantage of the
tremendous benefits to you and your company by hiring Your Own Marketing
Director:  www.yourownmarketingdirector.com

 
 
Let’s continue where we left off from our last Small Business Marketing blog post. The question that started this stream of thought, Q & A and is below and you can find my initial answer to question one by clicking here.  

Allen T from New Hampshire asks: “Rich, I’ve heard a lot of about Email Marketing and Pay Per Click. As you know I’m on a budget and have been burnt and ripped-off before my non-performing so-called ‘internet marketers’ scammers. My question is: should we add these in and make them part of our Marketing Plan or maybe not? Thank you” - - 

Rich answers: Allen, there’s a few things to consider here and I’m thrilled you asked the question. In fact within your question are really three chief factors and I’d like to address each of them separately:  
a) non-performing so-called ‘internet marketers’
b) small business marketing ‘on a budget’
c) make Email Marketing and Pay Per Click part of our Marketing Plan

Let’s handle the next one, shall we? #2: SMALL BUSINESS MARKETING ON A BUDGET

Allen, since your BtoB business has unfortunately expended a lot of funds needlessly I’m of the considered opinion that we shouldn’t do things like Email Marketing nor do we need to spend any money on Pay Per Click quite yet. 

No reason to waste any more money learning How to Promote Your Business, right? Not a single dime. Let’s actually DO classic Small Business Marketing and make every penny work to its maximum, what do ya’ say?

That being said, allow me to clear up a huge misnomer out there: HUGE BUDGETS ARE NOT NECESSARY for proper and strong Business Growth –It’s a myth that it takes hundreds of thousands of dollars annually to conduct effective Small Business Marketing. There’s always a way to be affordable!               
 
Granted having a sizable budget is going to certainly make things easier and work a bit quicker and smoother but often those who are out there toting that huge budgets are a must and ‘the only way’,  specially in Internet Marketing’, are similar to the Wizard of Oz saying that he’s Great and Powerful.
As the old saying goes: “Pay no attention to the little man behind the curtain”   

If you don’t have a huge budget you may, in some way, have an advantage over those that do possess deep pockets. Reason I state this whether you are doing BtoB (Business to Business) or BtoC 0(Business to Consumer) it’s easier to make huge mistakes when you have huge funds. You tend to shoot then aim. Versus when you are working on moderate or limited funds you have to Aim Then Shoot. 

So the best Strategy to deploy when it comes to Small Business Marketing is to start out doing those things that will maximize your funds and then dip into the Paid Marketing pool a bit later by funneling the funds from the results back into the campaign(s). 

Noticed I mentioned RESULTS! ‘ll cover more on this topic later but know there are very solid ways to Produce Big Results with a Small Marketing Budget. 
 
Stay tuned for more…
Click here for more in this series…

EMAIL MARKETING AND PAY PER CLICK PART OF OUR MARKETING PLAN?
 
 
Picking up from where we left off in our last Small Business Marketing blog post. The question that started this stream of thought, Q & A and is below and you can find my answers to question one 

Allen T from New Hampshire, USA asks: “Rich, I’ve heard a lot of about Email Marketing and Pay Per Click. As you know I’m on a budget and have been burnt and ripped-off before my non-performing so-called ‘internet marketers’ scammers. My question is: should we add these in and make them part of our Marketing Plan or maybe not? Thank you” - - 

Rich answers: Allen, there’s a few things to consider here and I’m thrilled you asked the question. In fact within your question are really three chief factors and I’d like to address each of them separately:  
 
a) non-performing so-called ‘internet marketers’

b) small business marketing ‘on a budget’

c) make Email Marketing and Pay Per Click part of our Marketing Plan

Let’s continue with the remainder for: #1:  Non-Performing So-Called‘Internet Marketers’

FINDING A SUPERSTAR FOR YOUR SMALL BUSINESS MARKETING - II

1) Look for a Small Business Marketing organization that has a track record. And one who preferably has a strong and talented team behind them. It’s also a good idea to ask about their operational approach and philosophy. Do they seem to do hit & run style marketing and turn clients at a rapid pace or do they do so more on the basis of establishing long term relationships. 
 
2) Will they tell you like it is or do they flower the reality just to get the business? Although I have  grimaced when doing so, we have on many occasions, regrettably had to point out the foibles from those who came before us. Frequently didn’t want to but I feel we owe our clients that much. You must get the straight scoop from your Advisor or Consultant - even and especially if it’s painful!  
 
3) Attempt to locate Small Business Advisors who understand and practice Targeted, Direct Response
Marketing. And then pick one for whom this unique style of Marketing is not just a passion and a true love but it’s also a full time profession – or close to it.

4) While admittedly it may be a rarity, try to find a Small Business Marketing professional who may do at
least a portion of his/her work on the basis of performance. Granted no true professional can do it solely on that basis (beware the one who may make this claim – they’re likely to do more harm than good) as there are unavoidable hard expenses. But it’s a very good thing for them to have some skin-in-the-game and a handsome incentive to do your bidding well, right? 
 
5) And lastly… find someone who believe in your business and can articulate so – nearly as well as you can. Bottom-line is this: unless they truly believe in what you’re doing and the integrity of your goals and aspirations, they won’t really be willing to focus their skills, expertise and time and that of their team on your project. And least not properly and in-line with your Hierarchy of Priorities.  
 
A final word of caution with this topic: once you find that right Small Business Marketing professional be absolutely sure you are ready for it. Because you can very easily go from a serious Marketing Problem to having a very real Capacity Problem quite quickly.  


 
 
Recently received a GREAT question from a new Small Business Marketing client that I’m posting below (name changed). Happens to be a query we’ve gotten often so let’s address it thoroughly here and now. 

“Rich, I’ve heard a lot of  about Email Marketing and Pay Per Click. As you know I’m on a budget and have  been burnt and ripped-off before by non-performing so-called ‘internet marketers’scammers. My question is: should we add these in and make them part of our Marketing Plan or maybe not?”
- -  Allen T, New Hampshire, USA. 

Allen, there’s a few things to consider here and I’m thrilled you asked the question. In fact within your question are really three chief factors and I’d like to address each of them separately:  
 
a) non-performing so-called ‘internet marketers’
b) small business marketing ‘on a budget’
c) make Email Marketing and Pay Per Click part of our Marketing Plan

Let’s handle them one at a time shall we? #1: Non-Performing So-Called ‘Internet Marketers’

Truly I wish the fact that you have had several so-called ‘internet marketers’ come through your business and not perform was an anomaly. But unfortunately when, as a business owner you’re learning How to Promote Your Business and trying do Small Business Marketing either by yourself or hiring any Small Business Advisors, sometimes it’s going to happen.   

Tend to think it’s happen to us all at one time or another. Frankly I haven’t the first clue as to why someone would not do a job they’ve been tasks to do, but I suppose you have that sort in every field of endeavor. And yes certainly it seems to be prevalent in some ‘Internet Marketing” circles. Of course once we’ve been burnt by so-called professionals with little to no success it’s entirely understandably that we become somewhat gun-shy and skeptical. Make sense. Granted Allen I know you have already done much of the following (as you hired us) but it’s a good exercise nonetheless. A few brief points on that subject of locating a great Advisor or Consultant resource for proper and strong Business Growth: 

FINDING A SUPERSTAR FOR YOUR SMALL BUSINESS MARKETING
1) First things first: A vital point to keep in mind here is: Most will tell you they are “in the Internet arketing Business”. I say THERE IS NO SUCH THING! You’re either in the ‘Marketing Business’ or you’re not. The Internet is simply media. It’s a tool, like any other. Like billboards, brochures, newspaper and magazine ads, business and rack cards, etc. Granted the internet is a very powerful and extremely  economical tool, but a tool in your toolbox of methods nonetheless. I’d strongly recommend picking an organization based upon the fact that they do all types and style of Marketing: Off-line and On-line. And as I tell my team members all the time: the only prerequisite for any technique or method we deploy for our clients is: Results!     
 
Click here for more in this series…

FINDING A SUPERSTAR FOR YOUR SMALL BUSINESS MARKETING II