The current economy has forced many small business owners to trim their marketing budgets. Rather than using a marketing company, these entrepreneurs are marketing and branding themselves. Self-promotion can be extremely difficult so business owners who find themselves creating their own flyers, brochures, and door hangers should know several things.
Each entrepreneur should scan the target market to identify suitable niches in which the business has a fighting chance. This requires understanding the needs that the brand meets, the markets in which customers are located, and what differentiates the brand from competing brands. It is generally better to sell a wide assortment of products or services to a small number of markets. Entrepreneurs should use online and commercial printing to position their brand and company as leaders in those markets.
Being aware of who is competing in the identified niches is very important. An entrepreneur should study the competition and develop a strong argument regarding why his or her brand and company are better. If possible, they should avoid a niche market filled with competitors offering similar items. However, if this cannot be done, having complete knowledge of the competition makes it easier to distinguish oneself.
Everywhere customers turn, they see brands and read marketing messages. This makes it harder for entrepreneurs to do effective self-promotion. Door hangers and other marketing collateral should send a simple, clear message but also be creative. Prospects should want to learn more, which will lead them to become engaged with the company and its brand.
When doing self-promotion, small business owners should focus on being unique and providing something memorable to their target audience. Before they place marketing collateral orders with a commercial printing company, they should identify the most attractive market niches and brush up on their competition. This will help them design and write promotions that wow prospective customers.