Finding Customers is Biggest Challenge in Small Business Marketing

Small business owners wear many hats including the one that carries the title Chief Marketing Officer. When it comes to marketing, nearly 2 out  of every 3 small business owners make these decisions alone. If you’re one of these overworked individuals, you might appreciate knowing how other small business owners cope.346154_beach_car

The findings from a Yellow Pages Association (YPA) survey reveal these top marketing challenges:

  • Finding new customers 53%
  • Lack of ad budget 17%
  • Uncertainty about where to advertise 10%
  • Keeping current customers 7%

Before you embark on a new marketing campaign, think about why a consumer would want to purchase your product or service. The YPA survey indicates the following when business owners describe why customers buy from them:

  • They are selling a necessity 40%
  • They are selling a luxury 30%
  • They fill a changing life need such as when consumers get married or have children 20%
  • Not sure 10%

Identifying the specific reasons that consumers should buy from you goes a long way toward helping you develop an exciting ad campaign. For example, if you determine that you’re selling consumer goods perceived as necessities, use your ad campaign to focus on what’s better about your store and what’s better about the way you serve your customers.

[Source: Yellow Pages Association Survey, 2009]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.