Marketing and Advertising for Small Business

Marketing and Advertising for Small Business

Marketing & advertising for small business

Marketing and advertising are critical areas for every business owner to embrace to help their business thrive. As the owner you may not be conducting the marketing but you should have a firm understanding. Our brief library contains content on all of the subjects below.


Advertising is part of an overall Marketing Plan. It’s the way you reach your target potential customers, at the proper time, in the proper place. It is the way to get the word out that you are in business and to excite the market about your product or service, in order to create demand for it.

Simply stated, it communicates what it is you sell, what it’s for, why it’s desirable or preferred, and where people can get it.

Marketing Plans

Marketing plans contain the following seven topics:

1. Situation Analysis (Based on existing conditions)

Prepare a Strengths – Weaknesses – Opportunities – Threats (SWOT) Analysis. This is an assessment of the internal conditions of your business and the external conditions in the market. See Brief 04.59 for details.

Sales Forecasting

Sales forecasting is the process of organizing and analyzing information in a way that makes it possible to estimate what your sales will be. This document outlines some basic methods of forecasting sales using easy to find data. More detailed information regarding sophisticated techniques of forecasting sales can be found on the internet, in books at libraries and book stores. If you sell more than one type of product or service, prepare a separate sales forecast for each service or product group.

This brief will cover sales forecasting for a new and existing business.

Brief 6.04.01 is a downloadable Spreadsheet to Develop Financial Plan Model

Customer Service

“Customer service” is synonymous with customer satisfaction. This is a way to show your present and potential customers that you really care about them and that they are important to you, it will establish your reputation as a company worth dealing with, and will become a vital basis for attracting business. Conversely, poor attitude on your part, indifferent service, exhibiting a discourteous, take-it-or-leave-it manner, failure to have answers to reasonable questions, and other negative relationships can ruin you. Your ratings and referrals certainly will suffer.

Writing for the Media

This first section outlines guidelines to follow in any kind of writing you do. However, they become particularly pertinent when writing for the media. They should be the starting point for creating any media materials. Remember, we write press releases for distinct purposes: to inform, educate or entertain. Additional information about writing for the media can be found in SCORE Brief 06.07 Creating and Distributing a News Release.

This brief will provide the Guidelines for Good Writing.

Creating and Distributing a News Release

The news release is the standard format to use when sending communications to the media.

This brief provides general information about constructing a news release as well as some good pointers about content. A complete model to follow while creating your own press release. Please refer to Brief 06.07 Writing for the Media brief for additional information.


e-Commerce web design is a lot more than just putting your company brochure on the net or adding an internet shopping cart to your existing product catalog. There are some fundamental differences between doing business online and doing business the traditional way. Before you design your business web site, you must know what specific goals you desire to achieve with your business web site, determine how best to meet your goals based on your budget, and then determine what software and services you will use to design your e-commerce web site.

This brief 6.10 will take you through Marketing and Selling through a Web Site. Including the ways your web site can support your marketing efforts.

Search Engine Optimization

Search Engine Optimization (SEO) provides a means to reach target audiences through improved web site positioning in search engines. The following tips are some basic best practices to consider in optimizing your site for improved search engine performance.

Identifying Target Search Terms

The first step is to identify the search terms (generally referred to as keywords) for which you want your site pages to be found in search engines – i.e., words that a prospective visitor might type into a search engine to find relevant web sites. Target terms should be at least two words in length and relevant to the content of your site pages. Your intuition and team brainstorming are good places to start with key term selection.

This brief 6.11 will walk you through how to continue with your search engine optimization.

Marketing your Web Site
“How to draw visitors to your web site” including SEO – Search Engine Optimization

There are only three fundamental ways to draw clients:

  • ECT – Type URL into browser
  • REFERRING AND OTHER SITES – By selecting a live web link
  • SEARCH ENGINE – Use of any search engine

ALL marketing techniques derive from these!

Excel 1200 – writing for media

Our website marketing brief will identify each of these.

Selecting a PR/Marketing Agency

While Public Relations and Marketing are two separate functions, they share many of the same considerations when selecting an agency for your company. After discussing these considerations we will consider what is unique to each function.

Base the decision on value

Make a decision about your agency based on the value it can deliver, not on price alone. A good agency will match the best mix of activities against your budget to maximize the results.

Is the prospective agency interested in your company?

This brief will cover all of the factors you should take into consideration.


If you want to become a successful salesperson rather than just being an order taker, consider the following key points:

  1. Qualities needed by the successful salesperson are:

    ego, drive, empathy, good judgment, winning personality, perseverance, persistence, honesty, a strong desire to sell. How do you rate yourself? What steps can you take, or are willing to take, to improve yourself in these qualities?

Every business owner should become the best sales person their business has, this brief will give you the direction you need.


  1. Telemarketing as a Sales Method

Telemarketing, whether used exclusively as a sales tool or in conjunction with other sales approaches to prospective customers, is an effective marketing device. It is not a trivial undertaking. It must be well planned and have an adequate budget; otherwise it will cause problems early on and eventually become counter-productive.

These are the summaries of our briefs on Advertising and Marketing you can access them here.

And if you would like to request a free SCORE mentor to work with on your marketing or any other business area you can do so here.


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