What are the typical marketing solutions available to small businesses?

[Sam Farr]

I have a job interview next week for a job working with Google AdWords for a small marketing business. In the job description it states that I should have a sound knowledge of 'the typical marketing solutions available to small businesses'. I have a brief idea but I just wanted to brush-up my knowledge and double check that I have the right idea.

Thanks to anyone who can help

[Devin Pringle]

Sam,

I think what they are implying here is that smaller businesses don't quite have the same budgets as larger entities. Therefore, suggesting channels of promotion that aren't 1) Expensive and 2) Don't take a whole lot of direct admin. costs to start working. If you're discussing Adwords, then there are other online channels of promotion such as social media (Facebook, Twitter, YouTube, Yelp). You should understand how those work and how to leverage. You can in fact run PPC (pay-per-click) like Adwords in Facebook. If they are thinking traditional marketing mix, then simple direct mailers, flyers, etc. would be what you would want to suggest. In retrospect, larger firms might be investing in focus groups, A/B content testing, and other means that allows them to refine and focus a message. As long as you understand 'marketing best practices' then the channel doesn't really matter. The two elements that are most important here are what is within reach and cost effective. For Adwords in particular, doing extensive keyword research and finding the low lying fruit will get you the best results. Generalized keywords, although have high volume of searches, are also the same words with high level of competition. Finding a niche' and sticking with it is your best bet.