BUS I NE S S
MARKETING the basic stuff every business owner should know
Words by Jacqui Chaisson
Know your customer
Market analysis, strategic planning, analytics, bounce rate, buyer persona, conversion rate, evergreen content, geographic segmentation...blah, blah, blah. The bottom line? Tell me how to increase my bottom line!
It doesn’t matter what your business is, the product or service you’re trying to sell - if you don’t know who your customers are, you won’t be successful. The key is to understand who the decision-maker is and target them. Follow the money! Yes, it’s that simple.
Refine the message
You may need to adjust your marketing message to appeal to several audiences. For instance, toy companies market to both the children and the parents, sending two distinct messages to two separate markets.
Don’t be sold
Don’t let your sales representative ‘sell’ you. Ask the questions and do your homework! As a business owner it’s important to know which marketing venue will work for your business. It’s not about the latest viral marketing fad or
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www.pei-living.ca SUMMER 2019
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