If you own (or plan to start) a small business, you quickly come to grips with the reality that money doesn’t grow on trees. There are only so many dollars in the bank, and your company’s survival can depend on spending those dollars wisely.
But it’s absolutely essential that you spend some of those dollars marketing your product. In fact, marketing should be a key part of your small business plan. Skimping on marketing might save you money in the short run, but in the long run it runs counter to just about any growth strategy you might devise.
That’s not to say your should waste your dollars on marketing. Rather, you should keep careful track of your spending, to make sure you’re getting the maximum bang for your buck. That calls for strategic marketing—intended to meet objectives that derive from your company’s long-term goals—and, in turn, for appropriate small business marketing strategies that take your resources and products into account.
Ron Sturgeon, Mr. Mission Possible, is a very successful entrepreneur who learned through trial and error just how to market a small business. It’s a topic he covers in his consulting assignments, peer benchmarking groups, and speaking engagements. Let Ron show you how you can make the most of your marketing budget!