4 Ways to Overcome Marketing Challenges Forever

Small Business Marketing
••• Getty Images / Izabela Habur

For most small business owners, marketing is an overwhelming concept. Business owners need marketing solutions that will ensure a long-term, profitable business. Yet, most business professionals don't know where to begin or how to focus their efforts when it comes to marketing their product or service.

Ninety percent of small businesses don't have a marketing plan at all, more or less a sensible one? It's kind of like driving a car; it's difficult to reach your destination if you don't know where you're going!

If you're a small business owner looking for ease, focus, and marketing success, you should focus on just four tactics, because they are the building blocks of all marketing plans.

Establish a Memorable Brand Identity

The secret to business success is determined by your ability to powerfully communicate your business with laser precision and your ability to deliver a clearly defined and consistent experience.

In a nutshell, it's called branding, and, when done right, it ensures great business success netting you all the customers you can handle and the profits you need. The secret is to establish a powerful brand identity that distinguishes you from the competition. You also have to establish that brand identity "before" you launch any marketing activities.

Create a Deep Connection With Your Core Target Audience 

You need to think about who wants your product or service and needs what you have to offer. This is an area where you need to be specific. If you're a pediatrician, you will treat infants and children but they are not your target audience. Infants and children can't book appointments or write checks. Your core audience is parents. Parents are the ones you need to connect with in order to get kids into your office. While marketing efforts cost money, you get a lot more "bang for your buck" if you focus your spending on a well-defined group of people.

Design Compelling Offerings That Entice Customers

Marketing research shows that 80% of all purchase decisions are based on emotion. It's your job as a marketing professional to know how your customers want to feel and help them understand how your business can satisfy their wants and needs. People want to know, "What's in it for me?" If you can tap into the emotional aspect, you create offerings that touch your customers.

Craft a Personal, Workable Marketing Plan

Marketing (while a broad category) is everything you do to make your product or service more visible, more desirable, and more profitable. Your marketing plan needs to clearly define the big picture of your business and provide focus and direction based on the 4 'P's of Marketing: product, price, place/distribution, and promotion.

Because 90% of small business owners do not have a marketing plan, you'll have a competitive advantage if you are in the 10% that crafts a personal, workable marketing plan.

Implementing the four building blocks of marketing can transform any small business into a big business by enabling you to grow your client base, increase sales, and produce more profits. The upfront work and cost is the secret to a million-dollar business, both figuratively and literally.