How to Optimize Your Small Business Marketing

Where Should I Start with My Small Business Marketing?

Small Business Marketing

Optimizing your marketing message can benefit your business in more ways than one. Where do you stand out in the market? Your message is your way forward. 

Small business marketing may sound easier but actually, it is a complicated topic. You have to understand that you don’t have the resources of a multinational corporation. That’s why thought and creativity is the only way to level the playing field.

The amount of focus in your business is your measuring stick to optimizing your marketing message. Moreover, most small business owners want to be all over the place – all social media sites, all directories available, via live video or Youtube, etc. This is a recipe for disaster because you are competing with larger businesses with a strategy only they can afford. 

To start optimizing your small business,

Focus on one channel and find your customer acquisition cost.

Does Calculating Customer Acquisition Cost Work For Small Business?

Small Business Marketing

The key to growth for a small business is being able to profitably grow with terrible advertising numbers.

This means you take your incoming leads or incoming sales as a given but you treat your customers better than anyone else in the market. Before you try to play with a big advertising budget make sure you are selling everything you can to the people you are getting. 

The key question of value is; How can I maximize the value given to a customer so that I can profitably grow with below-average advertising results?

Because small business owners usually do not have a large advertising budget the game they have to play is based on time. Grow with expensive marketing until you can afford to lower your customer acquisition costs with data. It’s a hard pill to swallow, but the cost of doing it any other way is much larger.

So find your CAC and work with that as profitably as you can until you can implement higher dollar amount strategies with a lower cost per customer.

“As profitably as you can” means providing the most value possible to your existing stream of incoming leads and monetizing that. The way to do that involves one very important question.

The Most Important Question In Sales

What is important to you about X? Replace X with your product or service. 

This question is the key to optimizing your small business marketing. Find the value your customers want and monetize it. 

In other words, are you upselling, down-selling, cross-selling? Are you systematically asking for referrals as you close business? 

You can only do that if you know what is important to the customer. Ultimately, I leave you with three steps you should tackle to optimize your small business marketing.

  1. Find your CAC in ONE channel.
  2. Ask your existing customers what is important to them on a daily, weekly, monthly basis.
  3. Use this data to sell and upsell to people finding you in your ONE marketing channel.
Small Business Marketing