Marketing A Big Challenge for Small Business
A majority of small business owners believe that generating (and retaining) customers is the toughest marketing challenge they face especially in these tough economic times.
The just released “Small Business Marketing Poll” from the Yellow Pages Association (YPA) found that nearly two-thirds (62%) of small business owners say they use only internal resources to assist in their marketing efforts, while nearly three in five (59.1%) small business owners say generating new customers/retaining current customers is the toughest marketing challenge they face.
The national study, conducted by global marketing research firm Issues and Answers, included 200 telephone and 200 online interviews with owners of small businesses (one to 50 employees), asking about their marketing and advertising habits.
From YPA’s press release:
“A majority of small business owners are not asking for outside help when it comes to marketing and advertising, so many may not realize that there are ample resources available at little or no charge” said Neg Norton, president, Yellow Pages Association. “And in times like these, when every dollar spent must be justified, and when winning and retaining customers is crucial, we feel that getting a professional opinion simply makes good business sense.”
on December 23, 2008 on 6:41 pm
I’m not sure how print directories help with customer retention. Dog earring pages, perhaps? Does that compete with mailing lists (print or email) or loyalty programs?
on January 3, 2009 on 12:50 am
Ed? What marketing program did you go through??
Print directories = customer find your business, get product/service they want, know where to find you the next time around. I’m surprised at you Ed. This is basic marketing 101.
on January 3, 2009 on 2:45 am
Sounds like you’re describing faith based marketing, Ken. Why not use email to keep in touch with people you’ve done business with? Or at least direct mail rather than praying that they remember you.
Or, the business could let people know about their blog as a way to keep people current. As you know, it’s much cheaper than advertising in the yellow pages to run a blog.
on January 4, 2009 on 6:30 pm
No one said that businesses shouldn’t use all of the marketing tools available to them. But it really is “faith based marketing” as you describe it when you suggest businesses setup up a blog just because its cheaper than advertising in print Yellow Pages. It should be cheaper — it reaches a lot fewer people and really does nothing to make their phone ring with business…
on January 5, 2009 on 1:19 am
I’m suggesting that a business shouldn’t rely on the yellow pages the next time around. Why would they want to pay to have previous customers look them up in a directory where they’re presented alongside their competition?
If you read what I wrote, I suggested using a blog to keep in touch with people you’ve already done business with. You don’t need to reach the entire universe to effectively market a business. Cost effectively keeping in touch with those you’ve worked with before is a great way to build a biz.
What do you think would make the phone ring more? Sending an email to all of your previous customers with a special offer? Or a yellow pages ad?
on January 5, 2009 on 10:58 pm
Why not? They make their phone ring with business, that’s in calls with buyers, not browser just clicking around.