Dispel the Noise and Develop Strategies

We small business owners get a lot of advice from a lot of sources. We have friends, family members, mentors, coaches, trade articles, and blog posts. A friend of mine said that all she is hearing is “noise”.

Small business owners can choose to get stuck in the quagmire or sort out the bits and pieces and develop a Strategy.

I believe that every business owner should have a Strategic Marketing Plan, an Intellectual Property Protection Strategy, and a Sales Plan with clear sales goals. This article describes how to develop a Strategic Marketing Plan in 5 easy steps.

1. Decide on your geographic markets – which states, which cities
– target the familiar
o consider your past history – pull out the photo albums, scrap books, year books, resumes
 Education: elementary, high school, college,
 Family: where your family resides
 Work: where you’ve lived and worked
o Consider your travel budget

2. Conduct Research to Develop a Network of people in your geographic market
– Go after fans – develop a fan base of folks to cheer you on
o alums from elementary, high school, college, past jobs
o past co-workers
o family members
o close friends

– Go after prospects with budget
o Inc 5000 or better
o Government agencies that have historically bought the products and/or services you sell
 Research what these agencies call the products and/or services – learn “government speak”
 Research who the small business advocates and buyers are

– Go after teaming partners
o folks with extensive networks
 established business coaches, mentors, counselors
 clergy
o media
 journalists, writers
 radio
 magazines

3. Develop a List – all organizations should have a list of prospects. If you own a nonprofit, the prospects are philanthropic agencies and individuals. If you own a for profit business, the list contains potential clients.

– Who to include in your List
o include alums from elementary school, highschool, college
o include Inc 5000 or better firms
o government buyers
o teaming partners
– What to include in your list – set up fields
o Contact’ s name, organization, profession, email address, birth date, trade organizations you share, whether you are connected online (Linkedin, Twitter, Facebook), mailing address
o Any other helpful information you can gather

4. Develop ad copy

There is a lot of sample sales copy and ad copy online. New copywriters can use the samples, go it alone, or hire professionals.

5. Distribute ad copy

Let the folks on your list know what you are trying to sell or about your fundraising efforts. The worse thing to do is to not work the list and let folks know what you are in business doing. Small business owners can let prospects know by email marketing; microblogging (posting information in Linkedin, Facebook and Twitter); blogging; and using direct mail.

Yes, this may all be painstaking. But, it will save time and energy in the end. Years ago when I first started my business, two small business counselors told me not to shotgun it. It is easy to fall into the error of going into a lot of different directions seeking sales. So, kindly dispel the noise by having a strategic plan and implementing the plan. No one has a magic pill to give you to alleviate the pain of building a business, or a magic seed that will instantly grow your business.

Madam C.J. Walker wrote that “There is no royal, flower-strewn path to success. And if there is, I have not found it. For if I have accomplished anything in life, it is because I have been willing to work hard.” Henry Ford wrote “The competitor to be feared is one who never bothers about you at all, but goes on making his own business better all the time.”

So, work hard and go on to make your business better. You can do it yourself or hire help.

Clovia founded Lemongrass Consulting in 2005 with 25 years of government work experience and serves as a procurement counselor in the Georgia Tech Procurement Assistance Center (GTPAC). Lemongrass Consulting provides strategic planning solutions including government contracting strategic marketing plans. Visit us at: http://www.lemongrassplanning.com – Follow Clovia on Twitter @lemongrassplans and LIKE Lemongrass on Facebook at http://tinyurl.com/6cuu28o

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2 Responses to “Dispel the Noise and Develop Strategies”

  1. Angela Randolph Says:

    I just wanted to inform you and your readers of this very important fact – Madame C.J. Walker’s historic company still exists today and has never stopped manufacturing all of the original hair oils! Please visit our website at http://www.madamewalker.net to view and purchase the full product line. The website also contains valuable information about Raymond Randolph’s purchase of the original Madame C.J. Walker Manufacturing Company in 1985 from the Walker Trustees in Indianapolis, Indiana and how his family continues to keep Madame Walker’s “true” legacy alive. Due to our ownership of Madame’s historic company and the historical documents and memorabilia of the company, the Randolph Family can provide the most detailed and historically sound information about Madame C.J. Walker and her company by calling toll free, 866-552-2838 or going to the contact us page of our website.

    Angela Randolph

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