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One-hundred fliers from a home computer: $5. Two-hundred business cars printed from a home computer: $10. A defined, successful marketing plan: Priceless.
The successful home business relies not necessarily on its product, but on its marketing. If you can market your business successfully from the start, you will not have to work near as hard to drum up business from the start. Great marketing will set apart a great home business from the average, Mom and Pop shop that no one really knows about.
When you market your home business, begin first by defining your target customers. Not every business is for every person. What does a person living in an apartment building do with a lawn mowing business? What would an 80-year-old man do with a tutoring service? Consider whom your business best serves. Do you meet the needs of students? High schoolers? Moms? Dads? Moms of young children? Moms of teens? Working moms? Dads wanting a different job? Empty nesters? Whom does your business serve, and whom do you want your business to serve?
After you have defined your target consumer, research them. Research what they value most in life, what faith they often follow, what jobs they typically have, and what their family life is like. Find out as much about their demographic as possible so that you can gear your marketing campaign directly towards them. Take Nike, for example. Nike does not target the overweight. Their models are not obese individuals wearing Nike with the quest of losing weight, and they do not include incredible weight loss stories in their marketing campaigns. Instead, they target the elite athletes. They sponsor the elite professional athletes. Thus those who purchase their shoes want to be just like the elite, and the elite often purchase their merchandise. Gear your marketing campaign towards your consumers once you have researched them fully.
Meet your consumers on their turf. If you are targeting young moms, hang out at a MOPS meeting, or check out the local daycare and see if you can run a free class that showcases your product. The consumer will not just gravitate towards your place of business. You need to stretch out your proverbial business arms and reach them where they are. Then they will find you. Once you have found them, they will seek you out when they need you for your specific product.
Marketing means more than just printing a flier and distributing it to every Tom, Dick, and Harry in the neighborhood. Sure, this works for the mowing business that a 14-year-old runs from his garage. But the serious home business owner needs to define his market, research them, and then meet them where they are. When he can do this, he will find himself with a winning business, regardless of what the business itself does.
