Holistic Small Business Marketing

An elderly relative was diagnosed with diabetes after enduring an astounding battery of tests and inaccurate diagnosis by three different specialists. After recounting her misadventure, she said “No one ever even tested me for diabetes. A General Practitioner would have figured it out on the first visit.” Her nephew who had first-hand experience, but no medical training solved the riddle of her symptoms.

The field of medicine has a plethora of specialists, many of whom are very good at what they do. Likewise, the field of small business marketing is filled with an abundance of talented specialists. But in both instances, it’s better to at least begin with a holistic approach.

Just like you wouldn’t visit a brain surgeon for a belly ache, or a psychiatrist for a pain in your big toe, should you base all of your marketing efforts on the advice or your website designer or the ad rep trying to sell you ad space or air time? No, in each case you’d be wiser to engage in some self-education and/or ask the advice of someone you could count on to look at the big picture.

Holistic small business marketing considers the overall business, not just one segment at a time. The web site designer, the copywriter, the account rep for each form of media … these are each specialists with a thorough understanding of their particular segment. But what is effective marketing for YOUR business? What are the most effective avenues to reach YOUR customer?

Holistic small business marketing:

1. starts with a marketing plan,
2. proceeds with a marketing strategy,
3. integrates marketing efforts throughout the company and across multiple forms of media,
4. utilizes marketing consulting, website design, SEO, copywriting, and media specialists as determined by points 1, 2 and 3,
5. returns documented results for your marketing investment.

Begin with a wide focus, one that looks carefully at your overall business goals … just as in the field of medicine, this is the role of the general practitioner. Identify areas of opportunity and areas of weakness, then draft a plan of attack. Even then, don’t just accept whatever you’re told. Do enough research of your own to feel confident that any advice you’re given is taking you down the right track.

Once you know where you’re going, and you know how you’re going to get there … call in the specialists.

Now because you’ve done your homework, you know that website design is not just about an attractive site. You know your website has a job to do and you’ll look for a specialist that can get that job done.

You’ll understand that sending out a postcard to let people know about your business is not enough. Again, the postcard has a job to do … you’ll choose a copywriter who understands how to get the most out of direct mail.

Likewise, you’ll know when and if TV or radio advertising is a good fit for your business. Wouldn’t that be a good thing to know before the media rep tells you how much money you can save with this month’s promotion?

When you take a holistic approach to marketing your small business, you stay in the driver’s seat. It’s more time-intensive at the outset, but saves you time and money in the long run.