Successful marketing for a small business owner is measured by how little they need to spend to acquire a customer. If every new customer is secured by referral, then the cost of acquisition is zero. If a new customer arrives from a combination referral, web site, social media, and print ads, then the cost of acquiring that one customer is the total of the costs invested in all of those promotional efforts

How can a small business owner decide the best to spend their usually small marketing budget? An easy answer is "networking", but meeting new people, shaking hands, conversing and then following up takes time and that is a commodity in very short supply for entrepreneurs.

Finding your target customer is the key - who is going to buy what you have to sell - and don't say everybody because that isn't true. An example shared in this broadcast is a client with a body lotion who feels every person is a potential client because everyone has skin. You will learn how even this universal product has a select target customer.

Both of today's guests, Melissa Perlman and Kate Volman are entrepreneurs who have built their business by helping other small business owners get the marketing, PR and communications help that is the most appropriate for their business.


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Kate Volman

Kate Volman has over 15 years of experience in marketing and business development strategies, specializing in working with small business. She believes all business owners are one connection or idea away from completely transforming their business. Kate loves helping clients figure out what that is for them and creating a custom plan that generates results. - CONTACT BUSINESS LOGO + LINK - SCORE-ing YOUR BUSINESS EPISODE 108 with Kate Volman - TITLE IMAGE

Melissa Perlman

Melissa Perlman founded Blue Ivy Communications in 2011 to help small and medium-sized businesses, non-profit organizations and entrepreneurs achieve their goals through public relations, strategic communications, and social media. Melissa’s expertise includes: writing and editing; content development for websites, brochures and newsletters; public relations and media pitching; social media; and general communications. Blue Ivy Communications - CONTACT BUSINESS LOGO + LINK - SCORE-ing YOUR BUSINESS EPISODE 108 with Melissa Perlman - TITLE IMAGE

Palm Beach SCORE

Palm Beach SCORE is a non-profit who's mission is helping local small businesses, startups and entrepreneurs grow and thrive by offering mentoring, workshops, business consulting and counseling services, networking opportunities, events and partnerships within the Palm Beach / South Florida business corridor.

SCORE-ing Your Business' host Penny Pompei serves as Chapter Chair for our local Palm Beach SCORE Chapter #224, located in beautiful downtown West Palm Beach. Palm Beach SCORE - CONTACT BUSINESS LOGO + LINK - SYB-108 with Host Penny Pompei


About the Author(s)

 Penny  Pompei

Penny Pompei is a serial entrepreneur having launched three of her own businesses in the San Francisco Bay Area and several others in partnership with others throughout the country.  She has relocated to South Florida and is now a volunteer subject matter expert with SCORE Palm Beach.

SCORE Volunteer, SCORE Palm Beach
SYB 108 | Marketing Tips From The Experts • Kate Volman, Melissa Perlman