Become More Customer Oriented

By: Janice Jenkins
July 29, 2008
Most small businesses do not have the luxury of spending a lot of time or money on marketing efforts. In fact, most small business owners are so busy just running their business that they do not even spend much time thinking about their marketing efforts. Sadly, those that do plan a marketing campaign usually go about it the wrong way.

Changing Your Focus

Many small businesses make the mistake of going after the wrong people when they advertise. Their marketing campaigns are more of a blanket effort, when they should be much more focused.

Instead of making up generalized marketing materials to use for all of your advertising, design separate types of materials for each of your different customers. The first step to that process, however, is deciding exactly who your different customers are. Decide what consumers or businesses you are targeting, and remember to focus only on them. Design your marketing efforts towards those customers.

Closing the Deal

Knowing who your customers are will take you a long way towards being ahead of other small businesses in your marketing efforts. But you must use that information to your advantage.

What do your customers want? What do they need? What can you do for them? These are the questions you must ask yourself. Your customers – whether they are consumers or other businesses – do not want to hear about how great your business is. They are concerned only with what you can do for them. So figure out what that is.

Once you know what that is, you have to tell them. Design your entire marketing campaign – your booklet printing, catalog printing, newsletter printing – around the aspects of your company that can benefit your customers. And then send those materials to your customers.

The key here is to send it to your customers. Sending out a blanket advertisement to many different people is inefficient and expensive. Send your marketing materials only to the customers that you identified earlier.

Saving a Dime

Going with a focused marketing plan like this does more than add efficiency to your efforts. It also saves you money. As we mentioned, most small businesses are not able to spend much money on advertising. But finding your target customers, and then focusing your efforts on them (and them only) is a very cost effective way to maximize your advertising dollars.

Recap

Let us go over this simple concept one more time, in a condensed way. Call it the “Dummy” version, if you will.

1. Make a conscious effort to run an efficient marketing campaign, no matter how small your business.

2. Decide who your customers are. Do not try to appeal to everyone…focus only on those that can benefit from your services.

3. Target your customers with a booklet printing or catalog printing. Focus your designs and content on the customers you identified in step 2.


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