Every small business owner knows that effective marketing is critical to business success.  There's no point having a great product or service if no one knows about it. However, many small businesses are daunted by the marketing process, unsure where to start and what it might all cost.

The good news is that small businesses don't necessarily need lots of money for their marketing. There are some marketing basics that every small business can follow to start their marketing campaign and build their profile.

Following is a wealth of information on small business marketing from building a brand to managing a direct mail campaign and growing sales.

Tapping into new revenue from existing customers 01 December, 2010
Successful executives know that happy customers have a significant positive impact on a business' bottom line. Many businesses fail to effectively nurture, cultivate and service their clients. As a consequence, a significant number of firms fail to build the long-term, loyal relationships that drive profitability.
Understanding the small business owner
Successful B2B marketers know that a one - fits all approach is ineffective at delivering results. Accordingly understanding the person, business or group you want to reach is of paramount importance.
Marketing basics
To succeed, entrepreneurs must attract and retain a growing base of satisfied customers. Marketing programs, though widely varied, are all aimed at convincing people to try out or keep using particular products or services. Business owners should carefully plan their marketing strategies and performance to keep their market presence strong.
10 common marketing mistakes to avoid
A good marketing plan can help launch a new business or grow an existing one. Make sure, however, to pay attention to  common marketing mistakes.   Avoid these 10 marketing mistakes as you market your goods or services.
Direct Mail - not dead by any stretch
In the digital age it is a common perception that direct marketing efforts should be concentrated towards the online and mobile world.  Australians might be going online more and more but despite this, direct mail continues to maintain a vital position in the marketing world.
Email and text marketing
Advertising budgets for many SMEs are a tricky issue. Managing your spending and still getting a good return on investment is a difficult balancing act. Print, radio and online ads can deliver fantastic results, however the price of purchasing advertising space can be prohibitive to many SMEs. Therefore, if you simply want to deliver a straightforward message to your customers in a relatively inexpensive way then a direct marketing campaign is well worth considering, especially if you harness the power of email and text messages.
Identify your competitive advantage
In order to prosper in an overcrowded environment, you need to market your business' competitive advantage. However, identifying this competitive advantage may not be as easy as it seems. To help you determine what your advantage is take some time to consider what your business does better than anyone else.
What does your logo say about your business?
Much of marketing is concerned with a company's image, both on an individual product level and for the corporation as a whole. Every company and every branded product or service needs a logo for this purpose.
Branding - it's for small businesses too
On a daily basis we make a host of split-second purchasing decisions based on our feelings towards particular brands. As we know the most easily recognised brands convey in an instant the essence of who they are and what they represent. Just think of the tri-point on the front of a Mercedes Benz; more than just indentifying the make of the car, it signifies superior quality in all respects.
Making trade shows work
The Internet has enabled the growth of small businesses all over Australia and indeed the world. Skilled business people can start a business with a PC and a website enabling small enterprises to market to and take orders from customers all over the world. But as effective as working a business online can be, there are times when the home entrepreneur may crave a little one-on-one interaction with her customers. That's when the value of a trade show lies!


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