Maintain your old Siemens Hipath system

5 Small Business Management Questions to Help Choose Marketing Programs

As small business managers, we juggle limited resources in a quest for success. To an extent, when we focus on success in one area we forego attention elsewhere. Limited money and time mean we must choose from seemingly endless -- and often conflicting -- advice and recommendations from marketing service providers; management and marketing consultants; and internal experts. This creates a dilemma. How do you choose which recommendations to embrace and which to pass by?

Consultants, marketing service providers, and/or other departments within your company will eagerly give advice from their viewpoints. You will hear the benefits of focusing on "___" (fill in the blank with appropriate specialty). This is not a bad thing; it is their job to sell you on the advantages of their specialties. It is your job to probe for the downsides and tradeoffs.

Different Perspectives

Back in my brand management days, it was sometimes frustrating when individual departments could not grasp The Big Picture. The graphics department and the outside ad agency wanted to focus strictly on graphical elements when other aspects of a campaign were just as critical. Manufacturing was worried about throughput and efficiency, never mind what the customer wanted. Each department was doing what it could to optimize its own function, but this did not always work in The Big Picture. A catch 22 of small business management is if all functions are "optimized," it could be to the detriment of the business. When resources are spread too thin and timelines expand, implementation suffers.

In the online world the same Big Picture problems occur. Each specialist knows much about her or his own specialty, but often little about how it affects other areas. Most of the advice makes perfect sense. Toss in a dose of reality, however, and you may stretch your resources too thin if you simultaneously try for perfection in all areas.

The Big Picture

When reality hits, you find it is simply impossible to optimize all areas of your business. The obligations associated with small business management do not allow you to stop ongoing activities while trying to obtain detailed perfection. God may be in the details, but profit is in the implementation. As small business manager or "chief cook and bottle washer," it is your job to make it work by bundling the advice into a profitable implementation package.

Once you accept that some areas are going to be initially less than perfect (providing you with opportunities to improve over time), the challenge is to figure out what makes sense for your business and site. When is it critical to optimize and when is less than perfect acceptable? When considering advice from a marketing consultant or other expert, ask yourself these five questions:

1) Does it solve a problem? One of the best ways to comprehend the importance of an action is to relate it to a problem. If you think strategically - first identifying your major problems, then designing solutions to solve those problems - your business is more likely to thrive.

2) What are my alternatives? There is always more than one solution to a problem. If you evaluate different approaches, you will ultimately make better decisions.

3) What are the downsides? Perfection and optimization are in the eyes of the beholder. What you see as a disadvantage may seem trivial to the specialists. Ask questions and do some research on your own to uncover the downsides.

4) Is it likely to be profitable for me? Larger companies can afford programs that smaller companies and individuals cannot. If you have to go into debt or dramatically reduce other critical activities to implement a program, your cost increases dramatically. In these cases, carefully weigh the resources required against the potential gain.

5) What happens if I do not do this? Some activities are "niceties" and some are necessities. Know the difference. If you are losing customers to other sites or businesses, for example, taking action is critical. Some activities - those you want to do but do not help solve a significant problem - can be pushed to the back burner.

Incorporating The Big Picture into your decision-making is critical. When you ask yourself these five questions, you are in a better position to make the right decision. Your small business depends on it.

About the Author

Bobette Kyle draws upon 12+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network http://www.WebSiteMarketingPlan.com and author of the marketing plan and Web promotion book "How Much For Just the Spider? Strategic Website Marketing For Small Budget Business, howmuchforspider.com/TOC.htm .

Copyright 2002, 2004 Bobette Kyle. All rights reserved.

In The News:


Warning: simplexml_load_file() [function.simplexml-load-file]: http://feeds.skynews.com/feeds/rss/world.xml:1: parser error : Document is empty in /home/infob/public_html/includes/rss.php on line 2

Warning: Invalid argument supplied for foreach() in /home/infob/public_html/includes/rss.php on line 9


tikatoshop.it

Erfahrungen mit Pallhuber Wein
Agen Bola SBOBET Terpercaya

Travel in comfort and at your leisure with CT Airlink Limousine & Car Service for top quality private transportation and exceptional customer service. We operate Sedans, SUVs & Vans for CT Car Services to covering all Connecticut airports including Car Service from CT to Newark Airport , Mohegan Casino Uncasville CT, Foxwoods Casino Mashantucket CT, Manhattan Cruise Terminal NYC, Brooklyn Cruise Terminal NYC and Bayonne Cruise Terminal NJ. CT Airlink hire licensed and friendly chauffeurs who have in-depth knowledge of the Areas.

Why Do Most Online Small Businesses Fail?

Search Engines account for almost 90% of all web traffic!In... Read More

Small Business Marketing: Specialize or Generalize?

There have been many great points raised on both sides... Read More

Finding a Venture Capital Firm

Many ventures are faced with the challenging task of raising... Read More

Does Your Small Business Marketing Suffer From The Bulldog Effect?

If you're an entrepreneur responsible for your own small business... Read More

The Triple A Way to Spark Your Companys Profits

Winning small and home based businesses today must continually shake... Read More

The Perilous Franchise Agreement: What Did You Sign?

Purchasing a franchise has become one of the most popular... Read More

Earn More Money in Your Small Business by Creating a PIG

If you really want to earn more money with your... Read More

Employee Email and Internet Use - A Small Business Guide

IntroductionIt is widely recognised that Email and the Internet is... Read More

Small Business Computer Security, the Basics

Anyone in business today realizes both the natural dependency on... Read More

Challenging the Gospel of Growth -- Must Business Grow to Survive?

A cherished business doctrine is that growth must be a... Read More

Why Internet Shopping is the New Mall of the Future

Last year, trillions of dollars transferred hands on the internet... Read More

Top Ten Tips for Leveraging Conferences for Big SUCCESS!

As I am preparing for my attendance to the CoachVille's... Read More

7 Tips To Improve Your Cash Flow

Cash is King?That is what everyone tells us and it... Read More

When and Why YOU Are the Best Writer for Your Business Plan

WHEN you are operating or planning a small business that... Read More

Job Costing - Do You Know How?

What's your job profitability? I meet with business owners every... Read More

Boat Hull Cleaning Procedures for Owners and Detailers

For really tough boat hull cleaning you will need to... Read More

(P)Refer to Grow Your Business

(Although this article is geared towards small business owners, the... Read More

Boston Suburban areas a good choice to run a business

BioTechs even with the latest news had shed over 1000... Read More

Looking for a Business to Run in the New Revitalized Downtown Area?

Looking for a place to add a Quick Lube away... Read More

Dynamics of Daylight Savings Time on Service Businesses in the United States

The Dynamics of Daylight Savings Time changes the way we... Read More

Getting City Contracts; Local Government Contracting

All cities have a purchasing office and/or a procurement officer.... Read More

Window Cleaning Business Future Challenge With Self Cleaning Glass

Self-cleaning glass has been talked about a lot, with such... Read More

Fire the CEO

If you are the boss and you think your job... Read More

From Birth to Death

Your product is dying. With the same inevitability that we... Read More

Tips and Tricks for Legal Debt Collections

If a customer owes your local business money, it's hard... Read More