Making marketing work

What’s that secret ingredient that makes a business successful?  While some entrepreneurs have been fortunate to have been at the right place at the right time and others have came up with a new, innovative idea, more often than not it’s the power of marketing that has helped most small businesses make their mark.  

When you think of Scottish businesses such as Irn Bru, Ultimo and Arnold Clark, it is easy to see the role that marketing can play.  These organisations embrace marketing.  They have strong brands which are easy to identify with and grab the headlines due to their clever use of marketing (think of the PR that Rachel Hunter v’s Penny Lancaster generated!)

Perfecting the right marketing strategy can be a challenge for any small business as they don’t have the same time, people, or budget that larger global brands have at their disposal.  Therefore it is even more important that you get it right first time. 

learndirect scotland for business can help you improve your marketing skills. Your local training partner will be able to provide you with access to free marketing resources, including online learning and fact sheets as well as information on the hundreds of marketing courses that are available on our database. Click here to make an appointment with your local training partner.

Here are some key tips which outline the different marketing techniques that can benefit your business:

• Know your target market.  Once you know who you are targeting it is easier to tailor the relevant marketing techniques to your customers.

• Word of mouth is one of the most cost-effective, powerful forms of marketing. Special referral deals are a great way of generating interest. Keep your existing customers satisfied and they will be more likely to recommend you to others.

• Viral marketing is basically word of mouth marketing but online.  Sites such as You Tube have embraced viral marketing, whilst businesses such as Threshers and other high street retailers offer online coupons, offering discounts and incentives.

• Develop your website. The internet is a great market place to promote your business. To get the most out of your website keep the content fresh and up to date.  Look at the different ways that you can improve your site, this can include news, case studies and online ordering.  You can also explore Pay Per Click advertising to drive more visitors to your site.

• Networking – This is one of the easiest ways to market your business. It may seem intimidating but there are ways to make it less scary. Don’t feel you have to sell, sell, sell - the number one rule of networking is to listen. It’s about building relationships - go to a networking event looking for opportunities to help others. Ask questions, gather information, offer contacts and advice – people will remember you for it. 

• PR is something you can do for yourself and won’t cost anything other than your own time.  When your company has exciting news why not draft a press release and send it to targeted media relevant to your target market. Don't make your release a sales letter. It will get binned. The first paragraph is key and must provide the who, what, where, when and why of your story.

• Events – Hosting an event is a great way for you to interact with potential customers in an environment that you can control. Attending other events whether as a guest or even a guest speaker can help your business stand out and help position you as a thought leader.  

• Direct Marketing is simply a message that speaks directly with your customer. There are many forms of direct marketing including direct mail, email marketing and telemarketing.  Test which method works best for your business and monitor the results.

• Advertising is a good way to generate awareness of your business.  But be careful.  Don’t just take advertising that is offered to you.  Instead think about your customers and where they would be most likely to read your advert.  And remember always include a call to action – whether it’s your telephone number or your web address.

Using a mix of these ideas will help focus your marketing and it might just be what is needed to take your business to the next level.