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.
FEATURED IN THIS EPISODE
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. 
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. 
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. 
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About the Author(s)
