Get your message heard

Get your message heard

Making your business stand out in the crowd is the key to effective marketing on a budget" writes JAYNE ATHERTON (Source: Metro.co.uk)

Finding money to market your business can be painful in an economic downturn. Advertising budgets are among the first to feel a financial squeeze but losing touch with your customers can be an even bigger threat.

Yet small businesses are often in a better position to sell them selves effectively in a recession because they are less likely to be tied down by tradition and bureaucracy. And hard times can mean there are fewer competitors in the marketplace, which makes the job easier.

“The nervous [businesses] will be getting out of your way so there is less competition from start-ups and smaller businesses,” says entrepreneur and business, coach Jonathan Jay. “Excellent sales and marketing always wins and if you really focus on this area of your business and don't allow your attention to be diverted by other areas of your business, then you can come out of the recession stronger as a result.”

Jay, who made millions by selling a life-coaching business he set up with just £150, believes finding something in your business which makes it stand out from the crowd is key to marketing on a budget. And if you can't find something different then simply invent it.

Unique selling point

“Devising a unique selling point (USP) will help, says Jay. “ Most business will tell me they offer great service but if it’s not unique then you are needlessly setting yourself up against others on a level playing field. If your business doesn't seem to have something uniquely special then you have to be creative.”

“You could introduce, for example, a fabulous discount or an unbeatable money back offer for customers who are unsatisfied. Such an offer will get people talking and your business noticed. It shows you have confidence - although you have to be sure that the majority of your customers will be completely happy.”

Surviving a recession also involves a high degree of analysis. It’s the time for business to dust off their existing marketing plans and look at what potential customers are learning.

“It's the job of every business owner to be brutally honest about what's working and what’s not – even more so in a recession,” Jay adds.

“Sometimes the result can, mean taking a radical step and doing things differently. Business owners have to be pragmatic and speak to their customers in a language they understand”

Know your customers

Word of mouth is one of the best marketing tools but often people don't tell anyone if they are happy with a product or service, so it can't always be relied upon. “Marketing isn't just about building a brand, people have to buy stuff, too, and getting to grips with who is doing that involves tracking orders more carefully, so you get to really know your core customer, because their needs and demands can change very rapidly,” says Jay. In my experience, most business plans have been written to appeal to the bank and are hardly ever looked at again. But to market effectively in a downturn, you have to sharpen up the basics and your company needs to be able to define itself with clarity and precision, and haye that message backed up with testimonials from satisfied customers.

“This message can. then be used in every communication you have with the customer, whether it's on the phone or through a website. Check that your staff know it, too. When you get the basics right, you will start to get noticed.”