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.

　　對于大部分的小企業(yè)主來說，市場營銷是一個很大的難題。他們需要的市場營銷策略是既能保證企業(yè)能夠平穩(wěn)運行，又能盈利，但是仍有大部分人不知道從何開始，或不知道將營銷重點放在哪里。

　　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)主連市場計劃都沒有。如果你不知道要去哪里的話就很難達到你的目標。

　　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單，集中型的成功市場營銷計劃的小企業(yè)主，我們推薦你將重點放在以下四個方面：

　　1.Establish a memorable and unmistakeable brand identity：

　　建立一個容易記憶的，不會弄錯的品牌標識。

　　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行有效的溝通，以及你是否能夠從你過去的經(jīng)驗中傳達一個明確而堅定的概念。

　　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。秘訣是要建立一個別人能夠區(qū)分的強大的品牌標識，并且是要在你展開任何市場營銷活動以前建立。

　　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)于這個問題唯一錯誤的回答就是“每個人”。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，你的目標客戶不是任何父母，而是一個特定的父母群體。

　　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.

　　在市場營銷方面，如果你明確地定義了你樂意打交道的群體的話，你會做得更好。這個目標群體定義得越好，你的市場營銷就越有效。

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

　　設(shè)計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)計能夠觸動客戶感情的產(chǎn)品來打動他們。

　　4.Craft A Personal，Workable Marketing Plan

　　制作一份適合你的切實可行的市場營銷計劃

　　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.

　　市場營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，令客戶更想購買，你可以從中獲取更多的利潤。你的市場營銷計劃應(yīng)該是明確定義了未來的藍圖，在4P's（產(chǎn)品，價格，營銷，推廣）的基礎(chǔ)之上提出明確的重點和營銷方向的策略。

　　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.

　　因為90%的小企業(yè)主都沒有一份營銷計劃，如果你創(chuàng)建了一份屬于自己的切實可行的營銷計劃的話，就可以保證你在商業(yè)競爭中更勝一籌，這樣你就更能達到自己的目標。

　　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.

　　遵照這四個標準，可以幫助任何小企業(yè)變成一個賺錢的機器，為你帶來越來越多的客戶，營業(yè)額以及利潤。這是漸漸變成擁有百萬資產(chǎn)的大企業(yè)的秘密。