(Family Features) For anyone with a small business or who works for themselves, getting the word out to new customers is critical. But if you don’t have marketing experience, how do you know what needs to be done and where to begin?

To help small business owners get the word out and reach more potential customers, Bill Klock, GSM Sales Training and Recruiting for Yellowbook, has some sage advice.

Use More Than One Method
“Word of mouth is traditionally an effective source of new customer leads,” said Klock. “But while referral sources are effective, they are not trying to sell a product - they are simply sharing useful information among their peers. It’s important to actively market your business in a variety of ways, particularly now when consumers are looking in many different places for direction on where to go for local goods and services.”

The most successful marketing plans consist of a diversified portfolio that includes a mix of print, direct mail, online and search engine optimization/marketing (SEO/SEM) components. This multi-pronged approach helps businesses get better overall market penetration.

Recent studies have found that nearly half of all U.S. small businesses don't have a website. “With so many affordable options available, nearly every business should have an online presence,” said Klock. “Also, if you don’t know anything about search engine optimization, make sure your website creator or consultant does.” SEO/SEM can help improve your search engine ranking so your company’s website is more likely to be found by your target audience.

According to Klock, by combining internet and search optimization methods with direct mail and print in a marketing program, local business are more likely to reach existing customers and new prospects across multiple touch points.

Keep Fine Tuning Your Marketing Plan
According to the U.S. Small Business Administration, a successful marketing plan should include market research, location, the targeted customer group, competition, positioning, the product or service being sold, pricing, advertising and promotion. Refer to it often and update it every three to six months. Keep track of what has worked and what hasn’t. Get customer feedback, as well.

“Smaller businesses can probably aim to revisit their plans in the six-month range because they have fewer moving parts,” said Klock. “This exercise can also help businesses uncover seasonal trends and evaluate their performance to help inform key management decisions.”

Get Professional Help
“The success of your business is too important to not position it well,” said Klock. “Professional media consultants can often help a business focus its efforts in ways that a family member or a part-time staffer cannot. Marketing experts have the skills to map out a customized strategy, are more up to date on the latest market trends and have a knowledgeable, experienced staff with a proven track record on the sidelines to provide valuable support whenever it’s needed.”

One popular outsourcing option is Yellowbook’s 360-degree portfolio of marketing tools, which offers a variety of options for small business owners. Yellowbook consultants can develop an affordable, effective plan for a business so an owner can focus squarely on business execution. Business owners interested in a free no-obligation consultation can call 1-800-YB-YELLOW (1-800-929-3556), or submit a request online at www.yellowbook360.com.

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