by Keith Coburn

Created on: July 18, 2009   Last Updated: August 13, 2009

The day has finally arrived, you finally were able to put your dream into action and now you are your own boss. Ah, open for day one of your small business. You sip your coffee and expect your first customer. You think about how much your customers are going to love what you have to offer. Traffic is a bit slow but you think it will pick up.

Turn the clock ahead 6 months. The day has arrived, you have to lock your place up and turn the keys over to the new owners. You couldn't generate enough business to keep the doors open and now it's back to working 9-5 for your old boss. What went wrong? Your finances were in order, you had a theme for your business that you were sure would be successful, and you got the word out and around town. At the end of the day you couldn't generate enough business to pay the bills. This is the story of many small businesses. Each small business owner thinks they have all their bases covered but just cannot generate sales to keep the doors open.

Effectively marketing your small business is critical to success. Effective marketing doesn't just mean putting ads in the papers or having your friend spread the word, there is much more to it and I would like to share with you some of the most critical aspects of marketing your small business.

Location is everything when it comes to opening up a business.

Can the potential customers see your business? Seeing is believing.

Can the site be accessed with ease? Poor access can frustrate and drive customers away to establishments that are more accessible.

Is there ample parking? Like being able to access the site, parking can be another frustrating element if there isn't enough of it.

What's the competition like in the area? If you are in a market that is already saturated with like businesses it can be difficult to carve a niche out with customers.

Looks can impact business, and what the customer sees on the outside is their first impression. Think about walking down a street and wanting something to eat. Do you pick the place that is run down and needing a coat of paint or are you drawn to the place that looks aesthetically pleasing.

Some years back I had a marketing instructor point out that the trucks or vehicles that have the company name on them can really dictate how people feel about your business. If your vehicles are not well kept, the customer can directly relate that to your business not providing quality products or service. Perception is everything.

Insure your store

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