Business Marketing Strategy

The term business marketing strategy might sound like it is esoteric or stratospheric, so let's take the mystery out of it so you can devise and implement your own business marketing strategy that fits in to your small business plan.

Strategy comes from a Greek word "stratagein" meaning "to be a general". Think of a strategy as an overall plan of action needed to win a war. The smaller, detailed actions are called tactics. You can have tactical plans which help you achieve your strategic marketing plan or overall business marketing strategy. That's simple enough, isn't it?

A business marketing strategy or strategic marketing plan is an overall plan of marketing actions you intend to take in order to accomplish a specific goal for your company.

Start with a goal: $2 million in sales this year; expand into new premises by a certain date; double the size of the company in 2 years? whatever the goal may be. Something realistic but challenging. That's the "war" you want to win. Guess who the general is.

Then work out a simple, overall plan of the major marketing steps needed to accomplish that (for example):

1. Publish a newsletter for all existing customers and mail out quarterly.

2. Work out 4 special offers in the year and promote them to all our customers.

3. Set up on-line shopping and expand the web site.

4. Direct mail campaign promoting the web site to all customers.

5. Get mailing lists of (target markets) and do a series of 3 mailings of postcards to them and follow up on and close all leads.

6. Etc.

You get the idea. Don't rush this. Do your homework. What worked in the past? Read up on successful marketing campaigns. Your business marketing strategy needs to be laid out in the right sequence and you should have some idea of budget when you write it. "Run a series of 30 second TV ads during the Superbowl" might sound like a good thing to do but can you afford it? On the other hand, when you build your business marketing strategy you mustn't try and cut corners. If you don't promote heavily, it doesn't matter how good your product or service is, no one will know about it and you will go broke. What really works when it comes to marketing?

Many business owners don't have a good enough answer to this important question. I learned by a combination of study and trial and error.

From my own hard won experienceI have discovered that a real marketing campaign will take into consideration at least the seven points which are outlined below:

1. Target Your Market

Your marketing will produce the best results for the lowest cost when you target prospects with the greatest need for what you offer.

Identify the best people to send your postcards to. Design your postcards to appeal to their greatest need.

If you are able to break down your target market into sub markets you can then write postcards that specifically speak to the needs of those people (an example is breaking down your own customer list into customers who buy most often, customers who spend the most money with you, customers who have been your customers the longest and then making them special offers based on the category they fit into).

2. Create A USP For Your Business

USP stands for "Unique Selling Proposition".

It is a statement of what is different about your company and its products. Your USP gives the reason people should do business with you. It amplifies the benefit of doing business with you and your company. My USP is POSTCARD MARKETING EXPERTS.

Create your own USP and put it on all your promotional materials, invoices, shipping labels etc.

Use your USP to communicate the benefit of doing business with you and why you are better than any of your competitors.

3. Always Make an Offer

Make sure you ask your prospects and customers to do something when they receive your postcard. By offering them something you know they are likely to want and giving them a smooth path to respond on, you are making it easy and desirable for them to respond.

4. Create and Maintain a Database of The Customer Information You Collect From The Responses To Your Mailings

Most people who receive a postcard from you won't contact you the first time they receive one.

But once they contact you, you must create and maintain a database which allows you to repeatedly contact them with offers to respond to.

Fifty percent or more of many businesses' sales come as a result of following up with people who were previously contacted, but didn't buy right away.

No kidding, repeat contact does drive sales. One-time mailings can get response, but are bound to leave sales on the table. Those sales can be picked up with repeated mailings.

5. Take Away the Fear of Loss

People don't want to be fooled, plain and simple. Unfortunately trust does not run high today between customers and businesses in general. People have been disappointed too many times by being sold one thing and getting another.

A guarantee or warranty is a good way to reduce or eliminate the customers' risk of getting something other than what they bargained for.

Guarantees and warranties increase response and sales by reducing customer risk.

6. Expand Your Product Line

Getting new customers is more expensive than selling to existing ones. By regularly developing new products and services to sell to your customers and offering these new products and services to them, you can expand your business efficiently and easily.

7. Test Your Postcard Promotions

Track the effectiveness of your postcard mailings. How many people responded to your mailing? What dollar amount of sales resulted from those responses?

Is the money you are spending to attract new business giving you a good return? What can you do to make your marketing more effective? Change your offer, headline, price, the timing of your offer. When you do track the results and improve your response.

These are the points to follow when designing your own marketing strategy. When you are done, you will have laid out the steps needed to accomplish your goal using existing resources to achieve a great marketing ROI (return on investment).

After that, you simply have to get those steps executed and that might require further planning but it is all in the context of your main business marketing strategy.

Joy Gendusa founded PostcardMania in 1998; her only assets a computer and a phone. In 2004 the company did close to $9 million in sales and employs over 60 persons. She attributes her explosive growth to her ability to choose incredible staff and her innate marketing savvy. Now she's sharing her marketing secrets with others. For more free marketing advice, visit her website at

In The News:

pen paper and inkwell

cat break through

Competitive Research and Google

It all started out with an email message: "I am... Read More

Make More Money with Marketing Metrics

Do you know how effective each of your individual marketing... Read More

Take The Test: Does Your Marketing Copy Sell?

Your marketing materials must grab your prospect's attention long enough... Read More

Full Color Postcard Marketing: 7 Reasons Why They?ve Become the New Direct Mail

The most crucial aspect of having a high response rate... Read More

The Advantages of Full Color Brochure Printing

A brochure can be a great promotional tool, whether it... Read More

Sponsorship: A Key to Powerful Marketing

Sponsorship is the fastest growing form of marketing in the... Read More

What Are Focus Groups & How Do They Work?

Businesses and other organizations use focus groups to research consumer... Read More

Discovering The Benefits That Hook Your Prospect

Benefits! They're what marketing is all about. No doubt you've... Read More

Are We There Yet?

Small business marketing is not like taking a family vacation.Did... Read More

Direct Mail Response Devices and How to Craft Them

Successful direct mail packages contain three things: an attractive offer,... Read More

Dont Use Yourself as Your Pricing Yardstick

"I wouldn't pay more than what I charge now."If you... Read More

Joint Venture: 50 Power Secrets Of Joint Venture Marketing, Exposed

What is a Joint Venture?A joint venture is an agreement... Read More

Keeping Marketing Simple / Ten Simple Steps

1. Business CardsIt is very important to market yourself via... Read More

Marketing with Special Reports. 5 Ways to Develop Content Your Prospects Cant Wait to Read

So you've decided to start publishing an e-newsletter, or you'd... Read More

Fertilizer For Your Grassroots Marketing

Looking for a great way to drive traffic to your... Read More

How to Connect Features and Values

"Buy this magazine or we'll shoot the dog," went a... Read More

Notable News - Its Not About You!

You enjoy what you do. In fact, you love your... Read More

Consumer Thinking And Search Marketing

12/20/04According to a recent article by ComScore Networks, about three-quarters... Read More

Direct Mail Sales Letter Mistakes to Avoid

Some companies that use direct mail to sell their products... Read More

10 Tips to Grow Your Business Plain & Simple

"Try not to become a man of success but rather... Read More

How To Market Effectively Even If No One Understands What You Do

So how do you effectively market your product or service... Read More

Integrity and Marketing - Finding the Right Balance

When marketing themselves to leads and prospects there are five... Read More

Marketing Secrets #101- Your Most Important Sale

Which sale is the most important one you will ever... Read More

Always Sell To New Eyes And New Ears

One of the hardest things for you to do as... Read More

Do I Need an RSS Feed?

RSS has been around for more than 10 years but... Read More

Its Not All about the Cleavage! Or is It?

Times are a changin'! More women today work outside the... Read More

The Testimonial Writing Machine

Almost every small business marketer knows that they should gather... Read More

How Can I Break Into Cliques?

Have you ever gone to a networking function and seen... Read More

Profitable Marketing Programs (Part 1)

Deciding whether a particular marketing program is profitable to your... Read More

Marketing Apathy Solutions: 10 Solutions for Overcoming Apathy Beginning Today

Are you suffering from feelings of indifference or a lack... Read More

Creating Your Future with a Marketing Plan

Almost everyone who dreams of starting their own business is... Read More

Michael Jackson, Classic Marketing Blunders And Your Wallet!

You couldn't help but be captivated by the unbelievably cute... Read More

Tips for Trade Show Rentals

Trade show rentals allow you more flexibility and the opportunity... Read More