 Deliver a marketing message that resonates with your target audience and leads to a specific action. Seems simple enough, right? Yet, many small business owners miss the mark. Remember, at its core, a marketing message should speak directly to the audience and explain how your company, product or service has value for them—often as a solution to a problem.
Common mistakes include:
 We hear a lot about email marketing, word-of-mouth marketing, social media marketingand so forth. And, yes, those are all good (and necessary), but there’s another form of marketing that often goes unmentioned—and it’s one that comes from the heart: cause marketing. This old, but underused, marketing method can help raise the bar and take your combined efforts to a new level by partnering with a non-profit.
Show current and potential customers what you stand for, what you believe in and what you support to make the world a better place. It matters. A lot. According to a Cone Cause Evolution Survey, 89 percent of customers will switch brands to support a cause they care about. Build your campaign with these steps:
 Over the years, we’ve written a plethora of customer service-based articles. Why? Because regardless of industry, service continues to be a small business owner’s secret weapon. A recent Manta online consumer poll found that quality products and services and customer service are the two key factors influencing repeat purchases.
Here are some simple tweaks to help maintain and improve customer service: Hiring: Make service aptitude part of the job description for all customer-facing jobs. If it’s clear from the get-go, you’re more likely to hire service-minded gems. Training: Define your version of good customer service, and provide tangible minimum and maximum guidelines with clear expectations. Consistency: Review protocol and standards for in-person and phone interactions, and across all platforms. Customer feedback: Your customers really do know best, so ask them on a regular basis how their experience can be improved. Simple online forms or a quick email poll can provide the little nugget needed for impactful modification. And as you integrate new technology to streamline and improve efficiency, always step back to see the possible effects on service. The reality is, as a small business, your ability to compete with the big guys is limited. Don’t mess with a proven winner. (Manta.com)  Good marketing is more than analyzing data, A/B testing and targeting the perfect audience. Now, don’t misunderstand, all of those things are important. But the one thing that shouldn’t get lost, yet often does, is the human connection. Not only is it the preeminent thing that gets us through life, but it can also boost business.
So, set the human component to maximum when you create content. Here’s how: Get your story straight. You know your story—tell it. Share your history, your goals and your values. Offering up details about you and your business legitimizes your company and builds trust. Be a chatterbox. Whether it’s in person, over the phone, via email or on social media, make your mark. Always be friendly—engage customers and make them feel valued. Tap into empathy. Understanding customers’ struggles puts you on the same level, seeing eye-to-eye, and raises you up from business owner to someone who really understands and cares. That alone helps create loyalty. Remember, the days of hard-nosed selling and pushy preaching are like faded advertisements on dilapidated brick buildings. Let bygone marketing rest in peace and bring your marketing into the human realm. (Manta.com)
 Multitasking is a modern phenomenon—and checking off items from your to-do lists (simultaneously, no less) are like gold medals worn proudly for recognition. But is it really possible to complete multiple complex tasks at the same time and do them all well?
Leadership development expert and author Devora Zack says no. She proposes dedicating time to a singular endeavor—from writing a report to meeting with a client—fully focused in the moment and free of distraction. In her new book Singletasking, Zack explains that multitasking is really just task-switching. And while seemingly more efficient, moving from task to task can zap creativity and efficacy. Concentrating efforts, on the other hand, encourages productivity and quality. To get started:
 It’s no secret that many small businesses aren’t taking full advantage of all social media marketing opportunities. With so many options, most still focus on Facebook. And of the companies working hard at it, the majority aren’t seeing returns. The reality is, however, return on investment (ROI) isn’t always immediate. And that’s okay; there are less quantifiable (but no less advantageous) benefits—such as brand awareness—that take longer to show value.
Having a diverse presence matters, so mix up your social media game to help solidify your company as a viable organization. Partners, current customers and prospects are all part of the social media equation, and they’re paying attention. And when it comes to ROI, broaden your definition. It’s not always about dollars and cents. Introductions to new audiences, unexpected partnerships and media opportunities also add value. The first step? Find out where your customers spend time—this means branching out beyond Facebook. Dedicate resources, build profiles, add content on a consistent basis and take advantage of each platform’s small business tools. And don’t get discouraged. Many people lurk in the background, so lackluster engagement shouldn’t be a showstopper. But keep in mind that social media isn’t simply about publishing, it’s also about listening, responding and having meaningful conversations. For more information about social media ROI, take a look at a recent webinar in the Manta Small Business Expert Series. (Manta.com)  Some people only see LinkedIn as the place to go to find a new gig or to increase professional networks. And, yes, this is still the bulk of activity, but for small businesses, there’s more—it can help your business grow. According to BIA/Kelsey, the reach small businesses receive through LinkedIn surpasses other social sites by more than thirty percent.
Some starting points:
 What if you could share (or completely eliminate) advertising costs without having to jump through hoops or sign up for things you don’t want or need? You can. Consider co-operative advertising. Never heard of it? You’re not alone. According to an IAB/PwC study, most small retailers are unaware of this option.
Co-op advertising is offered by national brands that want to join forces with retailers to have their products advertised in local markets. In fact, most manufacturers earmark big dollars toward these campaigns—yet much of what’s set aside annually goes unused. Things to know:
 Yes, Instagram has been around for a while, everyone has heard of it, and you may even have an account with photos of your cat or plates full of the finest fare. But have you considered using it as a foundation for your social media marketing and to build a visual brand for your business? According to a study by Forrester, Instagram posts generate 120 times more engagement than their social counterparts.
Think of it as telling your story through images without being tormented with ads, having to say everything in 140 characters or less, or combat new algorithms every few weeks. As you start snapping photos, keep a few things in mind:
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