Dear Small Business Owner,

You’re not PepsiCo so why in the world are you wasting time and money shouting your message from the rooftops?

PepsiCo has an annual marketing budget for their drink products alone that is over $1 billion! They can afford to use traditional marketing like print and broadcast media to broadcast their message over and over to a wide audience. They also have the resources and deep pockets to track the effectiveness of these methods. You? Not so much. But that’s ok. You just need to think smarter.

Here’s what I mean. I once heard well-known marketing guru Seth Godin say, “Using marketing to try to connect with your ideal customer is kind of like trying to find someone to marry.“

One way to go about it would be to stand on a busy street corner and shout about all your great personal qualities to all the passersby. Chances are that before too long you’ll find someone interested in your message that is also looking to get married. Though they may not be exactly what you were hoping for.

Or, you could try this approach. Seek out introductions from a few trusted friends and, look to meet people through activities in which you might have a shared interest, and values. This will inevitably lead to conversations with a few potential partners, which in turn will allow you to get to know one another better and build a level of trust before making a decision. Odds are this approach, while more time consuming will produce a better result in the long run.

The same thing applies to your marketing efforts. 

• “Fish where the fish are.” Sounds simple and corny but its amazing how often we spread ourselves too thin by casting too wide a net. Don’t waste time trying to be everywhere, just concentrate on being where your customers are. 

• Focus on building a relationship with your customers and prospects. Don’t just broadcast information about your product or service, engage your prospects and customers in a conversation. Over time this dialog will enable you to build trust and credibility with them.

• Listen. It will allow you to find out what they really need.

Most important: Don’t squander this opportunity. You’re building loyal customers who will in turn be your evangelists to a broader customer base.

I know it’s hard. I’ve been there. You’ll succeed, because you’re thinking smarter.

..This much I know.

-Jeanine