Is it old or new small business marketing?
Over the years, I have worked with many old – and in this case, I’m counting any business open for over three years as old – clients that can’t understand why I tell them we need to practice new small business marketing. After all, they have passed the traditional three-year mark for new businesses – some by many years. So why approach their marketing like a new business? Let me explain.
Why an old business needs new small business marketing
The primary reason I would recommend a new small business marketing program to a client is that they have never had a marketing program. Now I don’t mean creating a logo, website, and brochure. Those tools are parts of the program. I mean a proactive lead generation program that builds a brand and attracts prospects in the chosen markets. From working with clients who had their doors open for decades, you likely won’t have a strong presence in the market if you haven’t marketed your company. Without that market recognition, you are an old company that needs to approach your first steps into marketing as a new one.
New small business marketing tactics for old businesses
What are the new tactics you can use as an older business? Mainly, you need to incorporate more awareness tactics along with direct lead generation tactics. Until you establish market awareness on the same or better level of your competition, focus at least 20-30%% of your lead gen budget on awareness. These tactics could include social media, print and online ads, billboards, or attending events and trade shows. Awareness channels build your brand recognition and support the efforts of your direct lead gen channels.
Avoid the old/new business pitfall
When I discuss new small business marketing with these types of clients, they are often reluctant, if not resistant, to the idea. Having been in business for years, they don’t see themselves as new. However, you have to set your ego aside and accept the facts. If competitors, some that may have opened after you, are better known and gaining more ground in the market, you need to start a new business campaign. I think you’ll find growing sales is a good ointment for a sore ego.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.