Small Business Today Magazine JAN 2015 AIM GLOBAL LOGISTICS | Page 39

EDITORIALFEATURE

Seven D.R.A.S.T.I.C.

Steps to Marketing Success
By Toni Harris

M

arketing is that dreaded word
for many small business owners. 
Many entrepreneurs have great
ideas but don’t have a clue how to
get the word out about their business.  By
definition, Dictionary.com defines marketing as,“The total of activities involved in the
transfer of goods from the producer or
seller to the consumer or buyer, including
advertising, shipping, storing, and selling.”
Wow, that’s a mouthful!  Simply put, marketing means to put your product or service in the mind of the consumer, over and
over and over and over again!  Too many
small business owners believe that they
can create a brochure, flier, or business
card, give it to a bunch of people, and sit
back and wait for the phone to ring.  We
all know that form of marketing does not
work.

So what does work? Here are 7 D.R.A.S.T.I.C.
steps you can incorporate in your marketing
to help jump start your marketing:
1. Define Your Audience
Many of my prospects have no idea who
their target audience is.  Who does your
product serve?  If your answer starts with
anyone and everyone then your audience
is too broad.

2.  Relationships to Help You Grow
Small business owners often believe they
can do it alone.  They don’t ask for help or
create strategic alliances that can send them
referrals.  Think about a business that compliments yours.  When networking, do you
schedule one-on-one time with your networking friends to find out how you can
support one another?  Can you cross refer
one another?  Sit down with that person
and establish a referral relationship that will
be mutually beneficial to both of you.

Technology is readily
available but many
small business owners
do not take the time
to learn to use these
tools to grow their
businesses.

 3.  Accountability
Who are you accountable to?  Establish
an accountability relationship with a fellow
entrepreneur or hire a coach that will hold
you accountable to the marketing actions
you want to accomplish.

4. Speak to Sell
One of the most successful tools I use to
grow my business is speaking. Do people
need to be educated about your product
or service?  If so, then you should develop
a speaking platform around your product.  Take your message to the street, the
internet, and social media to let people
know that you are the expert and resource to fill their need.

5. Technology Tools to Grow
Technology is readily available b ]X[