If you’re not making a million dollars in sales yet for your small local business, this guide is for you. I’m confident you can achieve this milestone within the next 12 months, and here’s how to do it. Keep your strategy under wraps initially—people may think you’re crazy until they see the results.
My name is Jake, and as a small business owner, the struggle of finding practical advice tailored to small, local businesses. Most gurus focus on TikTok and viral content, but that’s not feasible for many brick-and-mortar entrepreneurs like us. Instead, I’ll share a proven strategy designed specifically for local businesses.
Why aim for a million dollars? A million dollars is a solid benchmark for small businesses. At this level, you have a steady cash flow, the ability to pay yourself full-time, and resources to hire staff, purchase equipment, or expand. Even if you’re currently broke, this plan can be your next chapter.
The Secret Strategy: Marketing Achieving a million dollars in sales isn’t about luck; it’s about strategic marketing. Effective marketing functions like an ATM—you put money in and get more money out. To generate a million dollars in sales, you’ll need a marketing budget of around $20,000 per month. If you don’t have that kind of money yet, don’t worry. It’s not about having money but knowing how to use it effectively.
Here’s the plan:
Foundational Elements
Before starting, ensure you have these in place:
- Google Business Profile: Claim and complete your profile, including hours, photos, and a process to collect reviews.
- Website: Create a basic website using platforms like Squarespace.
- Brand Identity: Develop a unique, consistent color scheme and branding to distinguish yourself from competitors.
Five Marketing “ATM Machines”
Focus your marketing budget on these five strategies:
- List Marketing:
- Market to current customers via email, SMS, or postcards.
- Build prospect lists, especially in industries with high-ticket or infrequent transactions (e.g., real estate or insurance).
- Use tools like Canva and ChatGPT to create reports or infographics to attract leads.
- Targeted Marketing:
- Identify precise audiences using tools like USADATA.com.
- For example, if you’re in home services, target homeowners with specific income levels and property values.
- Send colorful, large postcards with clear offers to this audience.
- Neighborhood Marketing:
- Use Every Door Direct Mail (EDDM) to target lucrative neighborhoods.
- Combine mailers with job signs, branded trucks, and door hangers to create high visibility in specific areas.
- New Mover Marketing:
- Send postcards to people who have recently moved into your area. Offer strong, exclusive deals to entice new residents.
- Google Ads and LSA:
- Invest in Google’s Local Services Ads (if available for your industry). While costs and lead quality can vary, it’s a valuable addition to your marketing mix.
Budget Allocation
Dedicate 50-75% of your budget to direct mail campaigns, focusing on targeted and neighborhood marketing. Spend the remaining budget on Google ads, list marketing, and other efforts.
Leveraging Free Money
Can’t afford the budget? Partner with other businesses to create shared postcards. For instance, a single postcard can feature ads from multiple businesses, with one side dedicated to your brand. Charge other businesses a small fee to cover the costs, effectively making your marketing free.
Crafting the Right Message
Your advertising message should highlight:
- Features: What your product/service offers.
- Advantages: What sets you apart from competitors.
- Benefits: The tangible results customers will gain.
Incorporate a sense of urgency (time constraints), high stakes, and immediate rewards into your promotions. For example, tie offers to seasonal changes, economic shifts, or limited-time deals to compel action.
Consistency and Creativity
Marketing success requires consistent effort and creative thinking. Avoid copying others—develop unique campaigns tailored to your business and audience.
Conclusion This strategy can transform your business, whether you’re aiming for your first million or your tenth. By leveraging targeted marketing, strategic partnerships, and creative messaging, you can achieve significant growth. Let’s make the next 12 months your breakthrough year.