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Volume 2 of the Independent Business Marketing Bible is actually a continuation of Volume One. When I began to approach the marketing consultants that I knew were active in the small business community, and who really were in the trenches getting results. I found more than I anticipated.
And as a result, I actually found that I had 15 potential authors instead of the 9 or 10 that I sought out. My thinking was, why waste this opportunity? It is my desire that small businesses truly get the help that they need. And if I could get more marketers with practical wisdom to help them, why not?
So, again in Volume 2, you’ll get new perspectives on the same problem that exists for small business owners that was described in Volume One. However, you’re not going to hear and see “whizbang” tactics that will leave you light are in the pocket.
These marketers will be talking about low to no cost marketing methods that you will be able to implement immediately upon reading this book.
You’re going to hear a discussion about SEO all the way from Singapore. I am proud of the fact that the information that he’s sharing, is not designed to get you to purchase an information product. The information shared in his chapter is practical and will help you as you start your journey in attempting to rank your company in the search engines.
From the UK, you’re going to get to perspectives on hard core marketing. The subjects that they will be talking about integrate and even transcend the subjects of SEO, social media, and even mobile marketing. They’re talking about things that you must have in your business in operation in order for your marketing to be effective.
I used to think that these things were common knowledge to business owners and managers. However, in my discussions with business owners on my radio show, I realized that these foundational truths are not necessarily commonplace.
Working without what they’re describing in their chapters is basically like walking a tight rope without a net.Marketing and promotion, is less of a roll of the dice than it is a strict discipline. Most of what we read and hear about marketing, does not sound like discipline because magazines, blogs and even some information products are not designed to communicate systems. Systems require discipline to implement.
But disciplines are boring! They don’t garner the attention of people looking to provide advice in soundbites. In short, it does not bring visitors to marketing websites, nor does it sell many magazines.
But disciplines and systems produce consistent and predictable profits. And when you take marketing and apply disciplines to it, you can begin to map out and plan your business based on a more reliable form of revenue and profits.
Having worked as a commercial lender early in my career, a key factor that I see that truly separates small business from corporations, is the expectation of consistent profitability. Large corporate businesses make it their duty to get those consistent profits, knowing that shareholders will bail on them if they don’t get them.
To put yourself on the path to get these consistent profits, you need to have marketing systems. It’s likely that you have systems to produce your product or service at a high level consistently. It’s likely let you have systems of accounting, finance and banking. Most of the time when we start our businesses, we make sure those things are in place before we opened our doors.
However, marketing systems tend to come LAST. And when marketing, is taught in I either seminars and or conferences, tactics are taught; mediums are made the focus. But, tactics and mediums are only a part of a good system.
Learn how a marketing system works, so that when mediums change and tactics come, you can integrate them into something that is already working and giving you consistent profits.