Clicksharp Marketing

I took part in a conversation recently, in which a certain insight emerged. A person in the group raised the point that one of the important ways in which a small business differs from a large corporation is in its need for agility.

A large corporation, with its ownership of large contracts and diversified businesses, is rarely blindsided by fluctuations in demand. But for a small business, it’s much easier to be exposed. That large contract you’ve been waiting for finally comes in, and its time to reallocate your assets. Or conversely, maybe a key broker of yours goes out of business, and now you’re dealing with excess capacity.

How is the small business CEO to react? The answer is, he or she ought to exercise control wherever they can. If they’ve invested in various digital marketing assets, they’ll have many options to meet this challenge head-on. Some examples:

• Pay-per-click advertising: raise or lower the daily budget of the campaign to directly influence the number of leads coming in.
• Promote business partners on your company blog, to pre-emptively position them as qualified professionals worthy of taking on excess demand.
• When faced with the challenge of creating new leadership positions, make use of social networks like LinkedIn or Salesconx to match individuals with unique skill sets.

As always, it boils down to measurability. More so than traditional marketing, these practices allow for real time insight and reporting to allow for quicker decision-making. Reactive management has never been easier!

~~~~~

Paul Burani
Clicksharp Marketing
New York, NY

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This entry was posted on Thursday, March 13th, 2008 @ 8:19 am on the category Small business. You can follow any responses to this entry through the RSS 2.0 You can skip to the end and leave a response. Pinging is currently not allowed.


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