Small Business Corner

Marketing is a necessary part of a successful business, but doing it right can seem overwhelming, but keeping simple keys in mind might help make it seem less complicated.

Know Your Target Market. Before you can market your service or product, you need to determine your target audience and how best to reach it. Knowing your audience is the first step toward marketing to them.

Maintain a Web Presence. Most people use the Internet to find businesses and services. Don't overlook the benefits of a website, no matter how basic.

Measure the ROI of Your Marketing Efforts. If you're running online ads track the click thru rates. If you run a print ad in a weekly newspaper, measure any increase in sales due to the ad. Figure out a way to track leads so that you're only investing in the outlets that attract new business or otherwise help your brand.

Project a Clear Idea of how Your Business is Better. Give your customers a reason to choose you over the competition. Are you the cheapest in the business? Is your product the most exclusive? Do you only use organic ingredients? Your clients need to know what makes your company special—and why they should spend their money with you.

Consistency is Key. Once you've established an image for your business, be consistent in how you present it. Use the same message, images, colors, fonts, etc., so your brand identity is consistent, and your customers can easily recognize it and know what to expect.