Small Business Marketing – Adjust Or “Get Eaten”

Small businesses never have it easy with their marketing efforts. Customer loyalty only goes so far – especially during a recession. When customer start pinching their pennies price is more important than quality or features. As an example my local newspaper wrote about a contractor that did kitchen replacements and upgrades. His average order went down from $20,000 to $8,000 and of course his order book was not filled as much as it was before.

The advertising market is changing a lot. More and more traditional advertising channels are seeing a loss of customers moving their advertising budgets online. However, with this change prices for online advertising get more expensive, too – effectively pricing some businesses out of the market. So, marketing efforts need to go from broad to extremely targeted and that move requires even more skills in online advertising. Learning online advertising is time consuming and almost a job by itself and not many small businesses have the necessary resources to do so.

However, there are options available. While some of these options can be expensive, they can also be less than satisfying as the risk is often pushed to the small business and the service provider walks away with money in their pocket no matter the success rate. These providers work with the money of the small business. An example would be they get paid a percentage of the amount that the small business spends on pay per click marketing. The service provider manages the PPC account for the small business. But again, they get paid based on the money spent on pay per click advertising and not based on how well the PPC campaign is going.

It is better though to consider a lead generation service that sends targeted sales leads to the business. The only risk the business then assumes is the risk of not closing the deal. However, the entire risk of generating traffic and to collect the leads is with the service provider. The service provider and the business agree on a price per lead and then the service provider receives the matching dollar amount per lead from the small business. The service provider only gets paid when they deliver and the small business does not have to pay for anything if nothing is delivered. Local Sales Lead Generation is one of the most successful ways to gain new customers. Very limited risk in acquiring the leads + full control over the actual sales process put the small business in control. It reduces the need to learn and to stay current with online advertising and allows the business owner to fully concentrate on the business and what s/he can do best.