Devising a marketing strategy is probably the most important part of a business plan, for all industries and the businesses of all sizes. Small and entrepreneurs that are still relatively unknown should take marketing particularly seriously because reputation is hard to establish and invaluable if done right. Before creating a marketing strategy, businesses should honestly evaluate their strengths and weaknesses and most importantly understand the audience they are trying to reach.

Technology plays a huge role in this process and it will continue to do so in the future, but the essence of every campaign should be something timeless and tested – the uniqueness of a product or service a business if offering.

Going Mobile

Mobile devices provide a way for businesses to connect with the customers in a personal and convenient way. Until recently it was enough to optimize the website for mobile browsing, but now even the smaller businesses need to get in on the app game. Almost all mobile activity is now done through apps and that way businesses could display their products, be interactive, and provide a steady stream of content needed to retain the interest of the customers. Having an easy and accessible mobile payment option is also a big plus.


Giving something away is always a good way to get people’s attention. Businesses shy away from this because it may seem tacky or even cheap and there’s no easy way to calculate the return on investment. To put it quite simply if your product is something you could give away – do it. It creates a positive buzz and gives a bit of insight into your product (which is especially significant if you’re new to the market). There are two ways to do it: giveaways or a more exclusive approach where free samples are provided for those who are important and influential in your industry.

Promotional Products

Promotional products have been around for a while and they’re not going away. That’s because they are simple, inexpensive and they work. Everyday products such as mugs, calendars or pens engraved with the logo and some information about your company will exchange hundreds of hands and get noticed. Putting a nice efficient touch on it makes the products even more effective. For instance, you can provide presentation materials on a promotional USB drive, like the one from USB Planet, and let the clients keep it.


Using blogs and apps to communicate with the clients is imperative especially for a young company trying to distinguish itself. Now when all companies are doing it, the content itself becomes harder to produce and to advertise. The posts should endeavor to reach readers on all platforms and devices and they should be posted on a regular schedule. Finding good and qualified writers is the key. It’s better not to have a blog than to have one with outdated and uninteresting content. The content should add some sort of value to those who read it as well as your products or services.


Most visitors to your site will leave without actually making a purchase, but that doesn’t mean you should give up on them. A well crafted remarketing campaign can bring up over 50 percent of customers. Using e-mails for this is the most effective and the least expensive option. E-mails will be studied more carefully than text messages or pop-up and they can be tailored to the specific needs of each individual customers based on the data they have left online.

A marketing campaign, especially one made for a small and new business should take in considerations the uniqueness of a business and the demographics for which it is created. That way the advertising reached the right people and conveys the strongest message.

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