For most small business owners，marketing is an overwhelming concept. They need marketing solutions that ensure a smooth-running，profitable business yet most don't know where to begin or how to focus their efforts.

　　對(duì)于大部分的小企業(yè)主來說，市場(chǎng)營(yíng)銷是一個(gè)很大的難題。他們需要的市場(chǎng)營(yíng)銷策略是既能保證企業(yè)能夠平穩(wěn)運(yùn)行，又能盈利，但是仍有大部分人不知道從何開始，或不知道將營(yíng)銷重點(diǎn)放在哪里。

　　90% of small businesses don't even have a marketing plan. It's difficult to reach your destination if you don't know where you're going！

　　甚至有90%的小企業(yè)主連市場(chǎng)計(jì)劃都沒有。如果你不知道要去哪里的話就很難達(dá)到你的目標(biāo)。

　　If you're a small business owner looking for ease，focus and marketing success，we recommend that you focus on just 4 tactics：

　　如果你是一位正在尋求簡(jiǎn)單，集中型的成功市場(chǎng)營(yíng)銷計(jì)劃的小企業(yè)主，我們推薦你將重點(diǎn)放在以下四個(gè)方面：

　　1.Establish a memorable and unmistakeable brand identity：

　　建立一個(gè)容易記憶的，不會(huì)弄錯(cuò)的品牌標(biāo)識(shí)。

　　The secret to business success is determined by your ability to powerfully communicate your business with laser precision and your ability to deliver a clearly-defined and consistent experience.

　　企業(yè)成功的秘訣是你是否能夠和客戶進(jìn)行有效的溝通，以及你是否能夠從你過去的經(jīng)驗(yàn)中傳達(dá)一個(gè)明確而堅(jiān)定的概念。

　　In a nutshell…… it's called branding，and，when done right，it ensures a thriving business with all the customers and profits you need. The secret is to establish a powerful brand identity that sings distinction. And establish that identity before you launch any marketing activities.

　　用專業(yè)術(shù)語(yǔ)來說，就是創(chuàng)建品牌。如果找到正確的方法的話，就能夠給一家景氣的企業(yè)帶來你想要的客戶和效益。秘訣是要建立一個(gè)別人能夠區(qū)分的強(qiáng)大的品牌標(biāo)識(shí)，并且是要在你展開任何市場(chǎng)營(yíng)銷活動(dòng)以前建立。

　　2.Create a deep connection with your core target audience —your potential raving fans！

　　與你的潛在核心目標(biāo)客戶（你潛在的瘋狂粉絲）建立深厚的聯(lián)系。

　　Who wants and needs what you have to offer？ The only wrong answer is “everyone.” If you're a pediatrician， you may see infants and children. Are they your target audience？ No！ They are your patients，but it's the parents you need to connect with to get the kids in your door. And it's not just any parents - it's a definite group of parents.

　　你提供的產(chǎn)品有哪些人需要呢？關(guān)于這個(gè)問題唯一錯(cuò)誤的回答就是“每個(gè)人”。如果你是一位兒科醫(yī)師，你每天見到的就是嬰兒和小孩。但他們是你的目標(biāo)客戶嗎？不是的，他們的父母才是。你需要和他們的父母保持聯(lián)系才能讓小孩來到你的診所。而且，你的目標(biāo)客戶不是任何父母，而是一個(gè)特定的父母群體。

　　In marketing， you get a lot more “bang for your buck” if you focus your spending on a well-defined group of people that you enjoy working with. The better you define this group，the more effective your marketing can be.

　　在市場(chǎng)營(yíng)銷方面，如果你明確地定義了你樂意打交道的群體的話，你會(huì)做得更好。這個(gè)目標(biāo)群體定義得越好，你的市場(chǎng)營(yíng)銷就越有效。

　　3.Design compelling offerings that pull customers in like a magnet.

　　設(shè)計(jì)能夠緊緊吸引客戶的產(chǎn)品。

　　80% of all purchase decisions are based on emotion. It's your job as a marketer to know how your customers want to feel and to get them to visualize how your services can meet their needs. People want to know， “What's in it for me？”Tap into the emotion and create offerings that touch your customers.

　　80%的購(gòu)買決定都是靠感情來決定的。作為企業(yè)主，你有義務(wù)去了解你的客戶想要的產(chǎn)品是什么樣的感覺，并且你應(yīng)該讓他們知道你的服務(wù)會(huì)如何滿足他們的需求。人們想知道的是我能從中得到什么好處。設(shè)計(jì)能夠觸動(dòng)客戶感情的產(chǎn)品來打動(dòng)他們。

　　4.Craft A Personal，Workable Marketing Plan

　　制作一份適合你的切實(shí)可行的市場(chǎng)營(yíng)銷計(jì)劃

　　Marketing is everything you do to make your product or service more visible，more desirable and more profitable. Your marketing plan will clearly define the big picture and provide focus and direction based on the 4 'P's of Marketing - product，price，place/distribution and promotion.

　　市場(chǎng)營(yíng)銷便是你盡自己的一切可能讓你的產(chǎn)品和服務(wù)更加具有知名度，令客戶更想購(gòu)買，你可以從中獲取更多的利潤(rùn)。你的市場(chǎng)營(yíng)銷計(jì)劃應(yīng)該是明確定義了未來的藍(lán)圖，在4P's（產(chǎn)品，價(jià)格，營(yíng)銷，推廣）的基礎(chǔ)之上提出明確的重點(diǎn)和營(yíng)銷方向的策略。

　　Since 90% of small business owners do not have a plan，you'll have a leg up on your competition by crafting your personal，workable marketing plan to ensure that you reach your business goals.

　　因?yàn)?0%的小企業(yè)主都沒有一份營(yíng)銷計(jì)劃，如果你創(chuàng)建了一份屬于自己的切實(shí)可行的營(yíng)銷計(jì)劃的話，就可以保證你在商業(yè)競(jìng)爭(zhēng)中更勝一籌，這樣你就更能達(dá)到自己的目標(biāo)。

　　Following these 4 criteria will transform any small business into a money-making machine guaranteed to grow your client list，sales and profits. The upfront work is the secret to a million-dollar business， literally and figuratively.

　　遵照這四個(gè)標(biāo)準(zhǔn)，可以幫助任何小企業(yè)變成一個(gè)賺錢的機(jī)器，為你帶來越來越多的客戶，營(yíng)業(yè)額以及利潤(rùn)。這是漸漸變成擁有百萬(wàn)資產(chǎn)的大企業(yè)的秘密。