photo by x-ray delta one

Does your marketing suck?  Wouldn’t you like to strap on your mind control helmet and make your target market sit up and listen to all the great things you could do for them?

There are times when marketing feels like black magic…or maybe rocket science, but the reality is there are proven and well understood principles of marketing that, if followed, will get the right people raising their hands and asking to learn more about your product or service.

It’s not a silver bullet – these principles are fairly easy to understand, but they can be difficult to actually put into practice.  The good news is that you don’t have to be perfect off the bat – most of your competitors aren’t very good at marketing either (just look around at a lot of the marketing targeting you these days).  With a little bit of knowledge and effort, you’ve got a great opportunity to stand out and take control of your marketplace!

What are these tried and true principles?  Let’s take a look:

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  photo by nolifebeforecoffee

Can your customers find your business when it comes to searching locally?

Back in April when Google released / updated Google Places they also shared that 20% of all searches done on Google included location…translating to nearly 3 Billion searches using Google data from March!!!

Beyond that, a recent study done by comScore and 15miles that asked ‘What’s the first thing you use when searching for local business information?’ had some interesting results on Local Search…

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One of the keys to success with small business (and one of the challenges) is that your potential customers need to be able to find you before they can actually spend any money with you.

Of course you also need to have a product or service that solves their problem, presented in such a way that they get what you’re doing and they see the value (and how you’re different than others in your space).  And of course you need to be great at delivering that product or service…all the while developing that difference that makes you Remarkable (just like these 3 Kansas City Businesses have done).

However it all starts with being found – you have to be found first if you want more business.  And the best place to be found is where people are already looking…which is online!

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  photo by Per  Ola Wiberg 

Although it’s starting to get too hot, it’s still gardening season and my wife has been doing a lot of work on our yard and flowers.  Some of it’s clean-up and the stuff you have to do every year, but a lot of it is finding new plants and flowers and figuring out what’s going to live and what’s not (and why).

We’re within a 5 mile drive of at least 1/2 dozen places that sell plants – several big box type of stores and a few local nursery operations.

The big corporate stores compete almost entirely on price – although they’re not necessarily the cheapest across the board, they are generally going to have lower prices.  However the overall quality is pretty suspect (unless you get there the day of a new shipment) and you are unlikely to get any real help or service.

It’s tough competition for the local stores…or is it?

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I had the chance to go to 5 Guys Burgers and Fries over the long weekend (the closest one for me is over in Olathe on 119th and Blackbob.

If you haven’t been to 5 Guys, it’s a burger franchise originally started in Washington D.C. about 20 years ago and it’s growing really fast.  They do one thing really well – and that’s more than enough reason to make a 25 minute trip to pick up a really good burger! 

Although they’re fast food, you will wait a while to get your food – generally there are some lines and more importantly, they don’t start cooking your burger until you order it, so it comes out fresh and custom made with your fixins.

As I was waiting for my burger this weekend, I thought about what really made this an excellent operation – and how that could apply to any business.

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