What are the first steps to effectively market a business when you're a solo business professional?

The first step is to research everything possible about the individuals or companies that need your products or services. Only when you know and understand their characteristics and how your services benefit them can you focus on effective marketing to that target market.

Second is to create marketing materials in several formats, such as print, video, CD, and on the Web. This will allow prospects to view the benefits of your products and services in the format they prefer.

Last, concentrate your marketing efforts in the areas that expose you to the most prospects at one time. That means attending meetings or conferences, speaking to groups, and other activities that put your business in front of the individuals and companies most likely to buy.

Where are events to learn about products and services that help me with marketing?

Subscribe to your local newspaper or regional business trade publication to find events in your backyard. The people you meet will not only be local contacts and potential clients but also be in position to introduce you to others who lead you to profitable ventures.

Solo Business Marketing features links to events online and in major cities. Click here to see events that help you with marketing.

How easy and expensive is it to start and maintain a Web site to market my company?

Creating a Web site today has become much easier than it was years ago. There are more Web site hosts that offer templates, secure shopping carts, blogging features, and other needs in one bundle, all for a cost of $150 or less per year.

Because you are a solo business owner, time may not be on your side to learn how to create the Web site. Using the services of college interns are one low-cost solution that saves time and money. You may find other resources in your area.

Solo Business Marketing features Web site host names and corresponding links. Click here to review our list.

 

Why is the business card said to be the most effective tool in marketing?

Business cards are a powerful, low-cost item in your marketing arsenal. It introduces you during face to face meetings, and it helps to leave a lasting impression that encourages the new contact to consider you a business ally.

Today’s business cards are available with raised lettering, photographs, and in many colors and shapes. It can be made of chocolate or have small items attached as a meeting reminder.

Business owners should be armed with their cards no matter where they travel. That includes to the supermarket, gym, and movie theater.

Why do some business owners carry more than one type of business card?

One business card may not be sufficient depending on your target market. For example, a business owner may work with retailers and wholesalers. In most cases, the same message cannot be distributed to both groups.

Business cards are so inexpensive that investing in at least two card versions, even if the same basic information is printed on both, is a worthwhile investment.

Which online newsletters have information and ideas that help the one-person business?

We list numerous newsletters that may be of service to solo business owners. Click here to visit the page.

Consider subscribing not only to these newsletters but also to the ones that are written for larger organizations. They offer vital information that can be simplified to work for your business.

What software exists to categorize and track my marketing efforts?

Contact management software such as ACT! and Goldmine are popular marketing software programs.

Some business owners use these computer-based programs, but they also commit their plan to paper, using a binder and tabs to separate each marketing goal. This allows you to review a hard copy of your plan at a moment’s notice.

How popular is creating a CD that contains marketing information and mailing it to clients versus sending print materials?

Placing your marketing materials in CD format is one of the popular options to distribute information. Using PowerPoint software to create such CDs is outlined on the Presentations magazine Web site. Click here to see this option, and consider subscribing to the magazine.