Be Unique. Be a champ!

Your Small Business Marketing Strategy

Rico Patzer, Inbound Marketing Consultant & Designer
Rico Patzer, Small Business Marketing Consultant & Designer

Can you tell me in one sentence

Who you are, what you do and why a potential client should hire you instead of one of your many competitors?

If you came to my website because you‘ve been looking into topics like Google Adwords, SEO, etc. – Great start! I really appreciate the effort. BUT:

All these marketing tools are only really effective, if your small business already has a great strategic basis! Are you able to answer the above?

  • If yes, great! Contact me now. Together with my network of specialised experts, we can support you with the tools and methods you need for your small business marketing.
  • If you‘re not sure, don‘t worry! Stop wasting your money on ads and continue reading.

How to attract new clients as a small business
Rico Patzer, Inbound Marketing Consultant & Designer
Rico Patzer, Small Business Marketing Consultant & Designer

If you came to my website because you‘ve been looking into topics like Google Adwords, SEO, etc. – Great start! I really appreciate the effort. BUT:

All these marketing tools are only really effective, if your small business already has a great strategic basis! Are you able to answer the above?

  • If yes, great! Contact me now. Together with my network of specialised experts, we can support you with the tools and methods you need for your small business marketing.
  • If you‘re not sure, don‘t worry! Stop wasting your money on ads and continue reading.

How to attract new clients as a small business

1 Stop focusing on tools and get your strategic basis right!

Take one step back.

If you can‘t answer my previous question and your marketing- activities haven‘t been really successful in the past, then chances are, you‘re focusing on the wrong topic. If you now start looking into online ads, SEO, etc., you‘ll most likely waste even more money without any return of your investment. Don‘t get me wrong, they are great tools. But they will only do a great job for you, if your small business already has a really sharp profile. To get there, ask yourself the following:

1Who‘s your
ideal client?

Do you know exactly who you‘re trying to acquire and how to convince them? If not, then you might need to start with a target group analysis. An old marketing wisdom says: „If you‘re trying to talk to everyone, you end up speaking to no one.“ The more you know about your target group, the better.

  • If you already have a couple of clients, you can simply start by analysing what they have in common: Gender, age, profession, experience, industry, interests, anything you can find.
  • If you‘re just starting out and don‘t have any clients yet to analyse, start by clearly defining who your ideal client would be. The service or product you offer should solve someones problems (if it doesn‘t, reconsider your business model). Whose problems are you solving? In most cases, they‘ll be your target group. Then try to find out more about them. Think about which blogs they might read, which influencers they follow, which facebook groups they‘re in, etc. Then follow them closely and listen actively. It takes a lot of time and patience, but eventually you‘ll understand your target group better and better.

2Are you standing out of your competition?

How good is your elevator-pitch? If your small business is too comparable with all the other ones out there offering moreless the same services, then you‘ll have a really hard time winning new clients outside of your own network. A little bit faster, a little bit cheaper or a little bit more secure unfortunately won‘t do the trick. Continue with an in-depth competitor analysis and think about possible ways to differentiate yourself from them.

  • Take a close look at your competitors websites and other communication channels: Which services are they offering? What prices do they charge? Who are they targeting? What makes them special? How are they communicating? What kind of pictures are they using, which tone of language and what kind of design? Can you identify a marketing strategy? Do that for at least 10 competitors.
  • Now analyse what all of these competitors have in common and come up with a plan on how you can differentiate yourself from them.

3What‘s your
sweet spot?

Now, bring your results of the target group and competitor analysis together and develop a positioning for your business that 1. responds to your ideal clients needs and 2. isn‘t already covered by too many of your competitors. Redefine your services and create a unique selling proposition (USP).

  • This seriously is the #1 must-do for your small business marketing!

Need help with any of that?

No worries, we can work on these points together.
Let me be your sparringspartner.

2 Develop a step-by-step plan for reaching your target audience

Once you‘ve found your sweet spot – can offer what your target audience needs and are standing out of your competition, it‘s time to think about how you‘ll reach your potential clients and make them aware your small business even exists.

With one marketing measure itself you most likely won‘t succeed. Most people think they put a little website online and that‘s it. Well, unfortunately not. Let‘s say you have a nice new website: How do potential clients even get to your website? Imagine you‘d be owning a little shop in the city center: You‘ll get a lot of walk-in customers simply because of your prime location. Though if your shop is not really any more special than the other shops in the same street, then most likely a lot of people will leave the shop right the way without buying anything. So again: Make sure, you got the basis for your marketing strategy right!

Unfortunately for you: Having a website without properly planned marketing measures nowadays, is not even a prime location at all. It‘s more like having a shop in the middle of nowhere. It can be the most beautiful shop, but if no one knows it exists, then no one will come to visit and as a result, again, you won‘t sell anything. Possible scenarios for reaching your target audience could be: Via Google (SEO) or Google Adwords, YouTube, Social Media Marketing, Guest Blogging, PR, etc.! Here are some more tips about small business advertising. The more you know about your target group, the easier it will be for you to come up with the right measure to reach them. Think in three steps:

1How will you become
visible to your target group?

  • Where (online and offline) is your ideal client searching for help with his/her problem? Make sure, you show up there!
  • Online this could be in Facebook or LinkedIn groups, in Forums, on Youtube, simply in Google etc.
  • Offline this could be for example at exhibitions or congresses
  • Also consider other people and businesses before and after you in the value chain. It might make sense to partner up with them in order to attract new clients.

2How will you lead
them to signing a project with you?

  • From getting the attention of your target group to actually signing a new client to your small business, it will take at least 5-7 touchpoints (e.g. Search result -> Website -> E-Mail -> Phone Call -> Meeting -> Quotation -> Signature).
  • Carefully plan every part of your sales funnel upfront. Sometimes it might come down to an actual face to face meeting where you might need a professional presentation, etc. Be prepared and make sure that every marketing weapon you choose, just gives enough information to answer the most important questions but still keeps up the curiosity for your prospect to get to know you even better.
  • The more value you provide to them from early on in every step, the faster they’ll build trust in you.

3How will you convert
your new client into a long-term client?

  • Keep in mind: It‘s way less effort to get more out of an already existing client than it is to win a new one.
  • Provide high value from early on – and never stop! A lot of small businesses put a large effort in winning new clients but then don’t keep up the quality of their services in the long run. If you manage to constantly provide excellent value for your client, you’ll have a very loyal follower who will keep on hiring you and gladly recommend you.

I was very sceptical in the beginning as I had never booked a coaching before. I was especially afraid, we would only talk a little bit but in the end I wouldn‘t get anything out of it.

THOUGH RICO HELPED ME TO DEVELOP A STRUCTURE FOR OUR MARKETING THAT REMAINS EVEN YEARS LATER.

Of course it didn‘t go completely without bringing an effort as Rico mostly helped to ask the right questions – the answers I had to develop myself. But maybe that‘s exactly why I‘m still profiting from it, even today. 🙂

Jens Gräf, CEO LiNetCo GmbH
(www.linetco.com)

BEING IN A SPARRING WITH RICO I ENJOY PARTICULARLY OUR COLLABORATION ON THE SAME WAVELENGTH.

So far he always had a very helpful answer to my questions and often even exceeded my expecations by far: He pointed out different options weighing their pros and cons or brought in a completely new perspective which was way more helpful for me than a coarse reply.
I also value his flexible concept which gives me the opportunity to control the intensity of the support myself.

Samuel Gesang, Wedding Photographer
(www.gesang-photo.com)

Founding a business is difficult and can be extremely overwhelming.
DUE TO RICOS RELIABLE GUIDANCE I FEEL SAFELY GROUNDED AND WELL SUPPORTED!

His creativity and empathy together with his expertise, create a wonderful basis for a successful collaboration.

Marie Sann, Artist
(www.kinkykarrot.com)

3 Execute your marketing strategy outstandingly

Now that we‘ve defined a promising marketing strategy for your small business to stand out of your competition and attract new clients, make sure every measure is also executed in a compelling way. Again, think step-by-step:

1 Plan
your measure

  • Choose the right measure. You should‘ve already done that in #2.
  • Plan the necessary resources for this measure. Think about your time, budget and potentially third parties that need to get involved. There‘s always an ideal way of how things should be done and then there‘s reality. Make sure you come up with a plan that matches the capacities of your small business.
  • Define KPIs for your marketing strategy. How will you define, if it‘s successful or not? What‘s your goal? Which factors play a role in that? And when is the ratio between effort&gain satisfying for you?

2 Define
the message

  • Before you start executing your marketing strategy, make sure you know which message you are trying to get across at which point of your sales funnel.
  • What‘s your ideal client going to listen to? How much previous knowledge does he/she already have before getting in touch with your message and what do you want him or her to do afterwards? Clearly define the content and the structure first, before you get into the execution.

3 Execute
with care

  • Having the right content is g half of the success. The other half, is executing it in an outstanding way. How will you communicate? What kind of language will you use? Direct, young and emotional? More distant and formal but very experienced? Choose your words carefully. Remember: You need to speak in a way that attracts your ideal client and at the same time doesn‘t sound like every other competitor out there. The better your strategic basis, the easier this step gets.
  • The same goes not only for words, but also for the design of your ad, small business website, or any other measure. It needs to be spot on! With the right choice of images, colors and layout you can either really emphasize your message and get the most out of your marketing, or it can even have the opposite effect. If you‘re unsure about it, rather consult an expert.

After you‘ve carefully worked through all these steps, you‘re good to go! Go live and watch how the results come in. Constantly observe your KPIs and optimise where necessary.

Oh.. And please be patient!

Depending on the marketing weapons you chose, it might take a couple of days, weeks or even months until you get the results you‘re craving for. Longterm success doesn‘t come overnight.

Need a new website?
seo, adwords, elevator-pitch?

Working as Small Business Marketing Consultant already for quite a few years, I’ve specialised on Inbound Marketing + Design. This means for you, I can not only help you with creating the necessary strategic basis for the marketing of your business, but also have plenty of operational skills and experiences.

Especially for small businesses that often goes hand in hand. Because let’s face it: A beautifully designed website doesn’t help you at all, if the structure and the content is not spot on and probably is not even reaching your target audience. At the same time, someone with a masters degree in marketing but no clue on how to execute anything, is also not really helpful for you.

I bring both of these parts together: On one side, I do have the necessary strategic know-how for your marketing and on the other side, having grown up as a designer in an agency, also tons of experience in actually realizing concepts. In addition to that, I’m more than happy to support you with my strong network of specialised freelancers for SEO, SEA, etc. If I don‘t have a certain specialist we would need for the execution of your new marketing concept in my network already, I‘ll help you find one.

In case you were wondering: What’s inbound marketing?

I think of it as the gentleman-approach of marketing. Inbound marketing is trying to guide people who are a looking for help step-by-step towards your business, rather than trying to push your product in everyone’s face (outbound) and hoping that someone will buy it.

A few examples of marketing concepts we have recently brought to life

Nowadays it‘s super important to have a good website.
WITH RICO EVERYTHING WENT VERY SMOOTH – Logo creation,
website design and updates. FAST AND SIMPLE!
The client now gets all the important information well presented.

Again, thank you very much, Rico!

David Klumpp, Owner
Motorbike Repair Shop
(www.davids-zweiradschmiede.de)

Individual consultation, super fast and easy-going collaboration!
The website looks really, really great. Awesome. Thank you Rico!

Manuel Vogel, CEO
VOGEL CNC-Metallbearbeitung GmbH
(www.vogel-cnc.de)

I‘m working with Rico already for more than a year and consider our collaboration very constructive, kind and trustful.
IN PARTICULAR I‘D LIKE TO HIGHLIGHT HIS HIGH QUALITY ADVICE OVER THE ENTIRE TIME AND THE ALWAYS PRAGMATIC AND FUTURE-ORIENTED SOLUTIONS HE‘S OFFERING.
The symbiosis of marketing expertise, i.e. inbound- and onlinemarketing and his keen sense for a great design are convincing.
Rico is always responding on a short notice, reliable and develops individual solutions. I can highly recommend working with him!

Erik Kirst, Statistical Consulting
(www.phimea.de)

View a project case

Want to see what difference it can make for a small business, if its marketing is thought-through from scratch and executed in a compelling way?

Here you can view an example of a long-term client and see how his business developed since we started working together.


Download PDF

I‘m working with Rico on all kind of projects already for over a year. No matter if small or big projects, Rico is a reliable and smart partner who develops together with me individual and tailored solutions.

I HIGHLY VALUE HIS RELIABILITY, HIS HANDS-ON MENTALITY AND HIS CREATIVITY TO ALSO PURSUE NEW PATHS.

Christine D.A. Hasebrink, Strategic Marketing Consultant
(www.christine-hasebrink.de)

My promise to you

With so many marketing specialists out there, it’s really hard to know who’s the right one for you. Now I know, that success always depends on more than just one factor. But for my part, I consider my own business only successful, if I was able to add some real value to my clients and their companies.

I don’t always accept every project – so when I do, rest assured that I’ll be fully committed to genuinely helping you with all of my abilities. If nevertheless you won‘t be fully satisfied with me or my services, I‘ll do everything I can to ensure a positive outcome. If we then still won‘t manage to find a satisfying solution for you, I‘ll refund your money without any discussion!

Your success is my success. I MEAN IT.

Contact Me

Want me to help you with your small business marketing? Get in touch, let’s discuss the details and possible scenarios for a collaboration.

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