How marketing can build a strong foundation for your business

By: Mary Ylisela

Date: 31 October 2012

How marketing can build a strong foundation for your business/bricks{{}}Small business owners tend to look at marketing purely as a way to grow. While this is the purpose of promoting, advertising and marketing your business, it’s important not to leave people out of the equation. Effective marketing techniques help you connect with consumers and build relationships with them. It’s these relationships that have the potential to help you take your business to the next level.

Get to know your customers

Whether you own a brick and mortar or an online business, it’s important to get to know your customers. Communicate with them, always being mindful to maintain a friendly, professional demeanour no matter what mode of communication you’re using. Surveys are an effective way to learn about your customers. To encourage survey completion, offer a discount to anyone who returns to your store or site with a completed survey.

Listen to feedback

In many large business settings, customer service gets lost in the corporate shuffle. As a small business owner, you can and should place emphasis on your customers and clients. Ask for and listen to feedback, using compliments and complaints to engage customers in conversation. Use what you learn to improve your business. Small business owners who follow through on customer feedback gain the advantage of earning customer loyalty.

Provide value

If blog posts, email newsletters or social media updates are part of your marketing plan, use them in a way that offers value to your customers and followers. Today’s consumers are savvy and intelligent, and they’ll quickly determine if the information you’re providing is fresh or redundant; useful or full of spam. Before you send out the next newsletter or publish your company’s latest blog post, make sure it’s something you’d be interesting in reading about.


Everyone loves a deal, and they also like to feel special. Build your mailing list or Facebook fan base by offering exclusive specials to those followers. Customers will spread the word about these exclusive offers to their families and friends, increasing your potential customer base in the process.

Building and expanding your small business is a life-long process. Investing the time needed to get to know your clients and customers is one of the most beneficial things you can do. Since a customer focus can naturally be incorporated into your marketing plan, it makes sense to make it a priority.

Incorporating these considerations into your marketing efforts will ensure you connect with potential customers and provide them with value, while building a strong foundation for your small business.

Mary Ylisela writes for Touchpoint Digital, a full service internet marketing company.