For most small business owners，marketing is an overwhelming concept. They need marketing solutions that ensure a smooth-running，profitable business yet most don't know where to begin or how to focus their efforts.

　　对于大部分的小企业主来说，市场营销是一个很大的难题。他们需要的市场营销策略是既能保证企业能够平稳运行，又能盈利，但是仍有大部分人不知道从何开始，或不知道将营销重点放在哪里。

　　90% of small businesses don't even have a marketing plan. It's difficult to reach your destination if you don't know where you're going！

　　甚至有90%的小企业主连市场计划都没有。如果你不知道要去哪里的话就很难达到你的目标。

　　If you're a small business owner looking for ease，focus and marketing success，we recommend that you focus on just 4 tactics：

　　如果你是一位正在寻求简单，集中型的成功市场营销计划的小企业主，我们推荐你将重点放在以下四个方面：

　　1.Establish a memorable and unmistakeable brand identity：

　　建立一个容易记忆的，不会弄错的品牌标识。

　　The secret to business success is determined by your ability to powerfully communicate your business with laser precision and your ability to deliver a clearly-defined and consistent experience.

　　企业成功的秘诀是你是否能够和客户进行有效的沟通，以及你是否能够从你过去的经验中传达一个明确而坚定的概念。

　　In a nutshell…… it's called branding，and，when done right，it ensures a thriving business with all the customers and profits you need. The secret is to establish a powerful brand identity that sings distinction. And establish that identity before you launch any marketing activities.

　　用专业术语来说，就是创建品牌。如果找到正确的方法的话，就能够给一家景气的企业带来你想要的客户和效益。秘诀是要建立一个别人能够区分的强大的品牌标识，并且是要在你展开任何市场营销活动以前建立。

　　2.Create a deep connection with your core target audience —your potential raving fans！

　　与你的潜在核心目标客户（你潜在的疯狂粉丝）建立深厚的联系。

　　Who wants and needs what you have to offer？ The only wrong answer is “everyone.” If you're a pediatrician， you may see infants and children. Are they your target audience？ No！ They are your patients，but it's the parents you need to connect with to get the kids in your door. And it's not just any parents - it's a definite group of parents.

　　你提供的产品有哪些人需要呢？关于这个问题唯一错误的回答就是“每个人”。如果你是一位儿科医师，你每天见到的就是婴儿和小孩。但他们是你的目标客户吗？不是的，他们的父母才是。你需要和他们的父母保持联系才能让小孩来到你的诊所。而且，你的目标客户不是任何父母，而是一个特定的父母群体。

　　In marketing， you get a lot more “bang for your buck” if you focus your spending on a well-defined group of people that you enjoy working with. The better you define this group，the more effective your marketing can be.

　　在市场营销方面，如果你明确地定义了你乐意打交道的群体的话，你会做得更好。这个目标群体定义得越好，你的市场营销就越有效。

　　3.Design compelling offerings that pull customers in like a magnet.

　　设计能够紧紧吸引客户的产品。

　　80% of all purchase decisions are based on emotion. It's your job as a marketer to know how your customers want to feel and to get them to visualize how your services can meet their needs. People want to know， “What's in it for me？”Tap into the emotion and create offerings that touch your customers.

　　80%的购买决定都是靠感情来决定的。作为企业主，你有义务去了解你的客户想要的产品是什么样的感觉，并且你应该让他们知道你的服务会如何满足他们的需求。人们想知道的是我能从中得到什么好处。设计能够触动客户感情的产品来打动他们。

　　4.Craft A Personal，Workable Marketing Plan

　　制作一份适合你的切实可行的市场营销计划

　　Marketing is everything you do to make your product or service more visible，more desirable and more profitable. Your marketing plan will clearly define the big picture and provide focus and direction based on the 4 'P's of Marketing - product，price，place/distribution and promotion.

　　市场营销便是你尽自己的一切可能让你的产品和服务更加具有知名度，令客户更想购买，你可以从中获取更多的利润。你的市场营销计划应该是明确定义了未来的蓝图，在4P's（产品，价格，营销，推广）的基础之上提出明确的重点和营销方向的策略。

　　Since 90% of small business owners do not have a plan，you'll have a leg up on your competition by crafting your personal，workable marketing plan to ensure that you reach your business goals.

　　因为90%的小企业主都没有一份营销计划，如果你创建了一份属于自己的切实可行的营销计划的话，就可以保证你在商业竞争中更胜一筹，这样你就更能达到自己的目标。

　　Following these 4 criteria will transform any small business into a money-making machine guaranteed to grow your client list，sales and profits. The upfront work is the secret to a million-dollar business， literally and figuratively.

　　遵照这四个标准，可以帮助任何小企业变成一个赚钱的机器，为你带来越来越多的客户，营业额以及利润。这是渐渐变成拥有百万资产的大企业的秘密。