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Jenny Schmidt, Founder and Senior ‘Spark’ at Cloud Spark strategic communications, an Atlanta-based agency, was on PR 101 Radio: Marketing Advice for Small Business today and offered terrific advice about why marketing matters, and common mistakes businesses make while embarking on the promotional process. She offers these 5 tips to help you avoid mistakes while marketing your business:

• DO define your audience, your value and key messages – Be as specific as possible in each category; there are very few products and services that are a perfect fit for any demographic.
• DON’T pay for ‘confetti’ marketing – Embarking on a variety of efforts and hoping that the party lands on you is ineffective. Be strategic about what marketing efforts you undertake and don’t spread funds too thin on too many promotions.
• DO make it easy for people to find you and understand what you sell/offer – Having a website, even if it’s one page, is critical in today’s Internet world.
• DON’T chase technology, chase customers - If your primary demographic isn’t on FaceBook, don’t waste the time and energy to create a page. New technology and social platforms are not appropriate for everyone.
• DO listen to your best customers, they can tell you a lot about your value - Ask them what it is they like or appreciate about your business and use it for market research, as well as testimonials!

Thanks to Jenny for the great advice,

Erika