At the most basic level of marketing your small business, you need to help people understand your business. You need to tell them who you are, your purpose, and how your products and services will solve their problems. If you don’t tell them, no one will.
But, your small business marketing doesn’t stop with current and potential customers. Everyone has questions about your business—whether they’re a reporter with the local newspaper, a potential investor, or a fellow member of your local chamber of commerce.
Who are you? What do you do? What products and services do you offer? How are you different from someone across town? Conduct a SWOT Analysis of your small business and then prepare the below marketing pieces.
Think of them as fuel for your marketing jet pack. No matter how small your business, the following seven marketing pieces are a must have. You should have them on hand and readily available.
Company Details Sheet
Think of your company details sheet as a resume of sorts for your small business marketing . Potential investors, future employees, banks, analysts and the media will want to know the key details about your business. Include on this sheet:
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- Date your business was founded
- Main office location and satellite offices
- Names and brief overview of company founders and senior-level management
- Contact information
- Brief mission statement and business overview
Product And Services Information Sheets
Prepare detailed information sheets for each one of your products and services. They’re versatile marketing tools, and can be sent to people requesting more information, left behind with potential customers after meetings, and handed out at trade shows or other business meetings. You should include details such as:
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- Features (logical product/service attributes)
- Benefits (emotional selling points)
- Answers to frequently asked questions new customers have
- Differences between your products and services and competitors’
- Quality and reliability
Biographies Of Founders And Key Staff
Company founders and key staff members should each have a biography prepared to highlight their experience and strengths. Biographies should include:
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- A brief overview of themselves
- Education and work experience
- Areas of specialization
- Industry awards and honors
- Professional organizations they are a member of
- Publications they have been featured in and other accomplishments
Company Mission Statement
Your mission statement should form the overall guiding principles of your business—directing how you work with and treat customers; your philosophy on business, responsibility, and community; your reason for being; and your expectations of your employees. Your mission statement should set the tone for your small business branding.
List Of Clients And Business Partners
Prospective customers will find a list of your current clients comforting. They want to know that you’ve delivered on your promises to other clients, and to be assured of your capabilities. A prominent list of clients is a powerful reference and testimonial to your success and problem solving ability. Also be sure to include a list of other businesses that you enjoy a strategic partnership with and what value, experience and knowledge they bring to the table.
Press Kit
A press kit is a great way to promote your business to the media and other interested parties, such as investors or other businesses. When anything newsworthy occurs, bundle a press release with the following materials and send it out:
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- Company folder
- Sales letter promoting your company, product or service on letterhead
- Company details sheet
- Relevant product/services details sheet
- Press release
- Business card
Public Relations Clip File
Get in the habit of collecting articles and press releases published in the media about your business, products, services and employees. Commonly referred to as a clip file by public relations insiders, these published pieces will help support your small business marketing. Presenting customers and investors with published news about your business is a powerful tool for generating credibility and positioning you as an industry expert.
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