Small Business Marketing Strategy: Laying the Foundation


One key small business marketing strategy, as you begin to build and grow your business, is to lay the proper foundation for all of your marketing efforts. If you don’t, you could find yourself like the Titanic – everything looks beautiful, you have all the pieces in place and you are starting out on your voyage, only to find out that suddenly you are taking on water.

Knowing the lay of the land, having that foundational information in place, can make the difference between squeezing by that ice berg because you saw it in time, and ramming full throttle into it. Where would you rather be?

The most important step in laying the foundation for your business marketing strategies is getting super clear on your Target Market.

And, this is a place many entrepreneurs let slide – it’s not easy, it requires some thinking, some research and some work. But like putting up a skyscraper, you have to lay the foundation deep into the ground, you have to use solid steel and good concrete or your building won’t go up tall and strong. If you have questions about who you are speaking to, or even worse, if you think, “What I have is so great, it’s for everyone,” you are headed down a path with a very dodgy destination.

So, how do you get that clarity and lay the foundation so every marketing effort you make speaks to the right person? So each moment you spend and ever dollar you fork over for marketing efforts is worth it? You put yourself through the paces of figuring out who the people are that want and need what you’ve got.

If you haven’t done a series of exercises (or even if you have, this is a good thing to go through quarterly or at least bi-annually for your business), then I’ve got a special gift for you. I’ve created a series of questions and exercises that will help you understand exactly who you want and need to speak to so that your marketing reaches the right person and they immediately recognize the value of what you have and come asking for more information, primed and ready to buy.

Click here to get instant and free access to the Target Market Exercise – this is one small business marketing strategy you’ll be really glad you took the time to do. It will illuminate a whole lot for you, help you figure out where you are wasting time and money in your marketing efforts and get you on track to making your marketing work for your business.

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  1. Renee Pena says:

    Hi Payson,
    Thanks so much for your post! But I can’t access the wonderful Target Marketing worksheet.

    Have a wonderful day,

  2. Payson says:

    Hi Renee!
    Thanks for letting me know – something happened to the link – it’s updated and working now! :-)