A marketing mindset is when a business owner maintains a continued focus of the importance of marketing when running their business. It also involves a commitment to doing it more effectively to grow a successful business. However, not all business owners have a marketing mindset. Many get caught up in other aspects of their business and lose focus on the activity that will drive customers through the door. Below are five ways that small business owners can develop a strong marketing mindset:
1. Always think of yourself as a marketer
Many business owners do not think of themselves as marketers. Here is a reality check. If you are offering a product or service for sale, you are a marketer. If you are a gardener by trade, you are in the business of marketing gardening services. If you are a florist, you are in the business of marketing flowers. If you are a builder, you are in the business of marketing building services to new homebuyers. Get the picture?
2. Talk about your business at any opportunity
When you think of yourself as a marketer, you take any opportunity to talk about your business. You have a good answer to the question, “what do you do?” and you use it when you are talking to family, friends or when you meet someone at a networking function. Use every interaction with someone interested in your business as an opportunity to plant a seed in his or her mind of you and your business. And most of all, make it memorable.
3. See Marketing as an investment not an expense
Many business owners classify marketing as an expense rather than an investment. Re-position the way you talk about marketing by using the words “I’m investing $x in marketing this year”. Just because it is classified as an expense in your accounting records, does not mean it represents an expense to your business.
4. Market in gloom as well as boom
Business owners with a marketing mindset understand the importance of marketing in gloom as well as boom. In difficult economic times, good marketing is more important as your business is competing for less dollars. You need to make sure your business is top of mind in all economic climates.
5. Always ask for referrals
When dealing with clients, always be thinking about where your next potential customer is coming from. If you have a happy client, ask them if they know anyone else who can use your services. What is the worst that can happen? You can get a new lead or you can plant a seed in your client’s mind to think of you when someone they know needs your help.
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