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April 23, 2004
Avoid the noise in marketing strategies
An important aspect of bootstrap marketing is to choose a media where you are not competing with too many other businesses for customers' attention. Small Business Trends offers some interesting thoughts on the current challenge small businesses face with Internet search engines. They offer several options that can make the use of the Internet work for your venture.
But remember, think like your customer. Not every business needs a web site (I must be getting old, as I remember giving the same advice about yellow pages advertising years ago). Know how your customer makes decisions about you versus your competition and choose a marketing media that makes sense for that behavior. The cost of a web presence can add up quickly, so make sure it is an investment that will bring you customers.
Posted April 23, 2004 03:04 PM
at Belmont University in Nashville, Tennessee. He consults with a variety of businesses on start-up and growth related issues, and with larger corporations on re-establishing entrepreneurial cultures within their organizations. Dr. Cornwall's current research interests include entrepreneurial finance and entrepreneurial ethics. He has authored or co-authored four books.
