Connecting you to the resources you need to build a successful business venture

Small Business Resources

Marketing and Promoting Your Business

What Is Marketing?

According to the American Marketing Association,

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved 2017)”

Having a thorough understanding of how to successfully market your business ensures longevity by attracting customers, and, more importantly, keeping them coming back! Small businesses are the heart of Southeast Colorado and with many of the local economies depending on the financial success of small businesses, it is vital for all entrepreneurs, within the Southeast region of our beautiful state, to fully understand how to promote themselves.

Whether you are a barber, a construction company, a bakery owner, or a farmer– all small business owners can benefit from the no-nonsense strategies and suggestions created by the Southeast Colorado SBDC.

Let us help you empower your business tactics with our clever tips and tricks!

The “Four P’s of Promoting”

(According to the American Marketing Association):


A product is defined as a bundle of attributes (features, functions, benefits, and uses) capable of exchange or use: usually a mix of tangible and intangible forms.

The “product” sold by a service-based business (such as a barber) would be the intangible service provided.


Price is the formal ratio that indicated the quantity of money, goods, or services needed to acquire a given quantity of goods or services.

It is the amount a customer must pay to acquire a product.


Place refer to Distribution, the act of marketing and carrying products to consumers. It is also used to describe the extent of market coverage for a given product.


According to the Association of National Advertisers (ANA), promotion marketing includes tactics that encourage short-term purchase, influence trail, and quantity of purchase, and are very measurable in volume, share, and profit.

Types of Marketing and Promotion

(According to the American Marketing Association):

Influencer Marketing

According to the ANA, in influence marketing, rather than marketing directly to a large group of consumers, a brand inspires or compensates influencers (which include celebrities, content creators, customer advocates, and employees) to get the word out on their behalf.

Relationship Marketing

According to the ANA, relationship marketing refers to strategies and tactics for segmenting consumers to build loyalty.

Relationship marketing leverages database marketing, behavioral advertising, and analytics to target consumers precisely and create loyalty programs.

Viral Marketing

Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message.

Viral marketing is exemplified most often through search engines, social media, and other online entities.

Green Marketing

Green marketing refers to the developments and marketing of products that are presumed to be environmentally safe (i.e., designed to minimize negative effects on the physical environment or to improve its quality.)

This term may also be used to describe efforts to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns.

Keyword Marketing

According to the ANA, keyword marketing involves placing a marketing message in front of users based on the specific keywords and phrases they are using to search (online).

A key advantage of this method is that is gives marketers the ability to reach the right people, with the right message, at the right time. For many marketers, keyword marketing results in the placements of an ad when certain keywords are entered.

Discover more original content and information derived from, and credited to:
The American Marketing Association and The Association of National Advertisers 

All “Marketing and Promoting Your Business” information paraphrased on the Southeast Colorado SBDC website, in this specific article, as of thus far, was derived from Definition of Marketing, published by the American Marketing Association at

Helpful Tips and Tricks to Promote Your Business:

1. Get organized.

All successful marketing plans and ploys all share a common theme: they follow a very organized agenda. Organizing a plan and developing a “marketing image” are the first steps; start with brainstorming and create themes and trends you’d like to see pursued in your marketing strategies. After developing your “marketing image,” transfer all of this information into a calendar or to-do list– market and promote your business according to this calendar. Once you’ve developed a plan for the year, you will be able to promote your business both efficiently and effectively. By providing constant advertising, your business will continue to stay relevant, and set a standard to the public of what to expect from your “image.”

Keep the advertisements simplistic, intriguing, and most importantly, to the point. The point is to let people know 1.) what you sell, 2.) why they should by it from you, and 3.) why you are better than your competitors. Being direct and specific in these tactics is very important. Use your calendar to your advantage and strategically advertise specific information, at specific times: (i.e. If you own a jewelry store, the business seasons for diamonds are Christmas and Valentine’s Day; therefore; the advertisements distributed during these times would focus on the trigger word: Diamonds, as well as give focus to the gift’-giving nature of these holidays. For Example: “Show Her Your Love this Valentine’s Day with the BIGGEST DIAMONDS IN TOWN. Get a FREE 3-Karat Upgrade on a Ring of Your Choice. TODAY ONLY!… Cupid Ain’t Got Nothing On Us!” )

2. Get Online.

In today’s technology-based world, all potential customers will search for your business on online databases, whether it be Google, Facebook, LinkedIn, or even local websites, such as a county’s Chamber of Commerce. And, with the way of the world in the 21st century, it is important to have an online presence because let’s face it– everyone is online these days. More specifically, everyone is on social media, with a majority of traffic occurring on sites like Facebook. If you are not using Facebook for your business, create a page, today! It’s free advertisement! If you aren’t associated with your local Chamber of Commerce, request information and find out the plethora of marketing benefits available through membership. Most news establishments are also online now, contact these entities and market your business on their online databases. However you do it, do it online. The world is revolved around instantaneous information; everything is on the internet and if your business isn’t, it could get left behind and become yesterday’s news.

3. Get a Community.

Create local awareness about your business and establish a network of dedicated followers by joining chambers, business associations, community groups, volunteer committees, etc. Sponsor community, educational, and nonprofit events, and anything else that is for a good cause.

Finding ways to get involved will capture an attitude of, and dedication to, community development, which people tend to admire, heavily. Networking with various entities is a great way to capture business leads, while also coming across as genuine, humble, and most importantly, thankful to your community and cunsumers, alike. Getting your name out there, while also exemplifying community stewardship, is a fantastic tactic to show your costumers how much you care about them and their dedication to your business. And, for the benefit of your business, it allows you to meet new contacts, create more brand awareness, and generate new referrals.

4. Get a Personality.

Be inviting and portray a specific atmosphere, setting, and/or feeling for your customers to enjoy. In order to create loyalty, the customer must be happy, and in order to be happy, the customer must feel comfortable– relaxed, or enthralled, excited, and intrigued. Either way, a happy customer– is a loyal one. Develop a personality for your business and be adamant about sticking to the trends and themes that make your business unique and important. For example: A Hispanic woman, Ruth, opens a salsa bar and restaurant. She wants the ambience of the establishment to be fun, uplifting, and authentic to her heritage; therefore, she decides the waitresses will wear traditional Mexican dancing garments as they service their customers, as well as, participate in an nightly line-dance where patrons are encouraged to dance along with the staff to live Mariachi music. She will offer half-off margaritas during this hour, as well as give one free drink to the best dancer of the evening. Ruth’s business will garnish free advertising and promotion as word-of-mouth spreads about the interactive service, half-off drinks, live music, and most importantly, satisfying experience.

Here is a list of several marketing entities the Southeast Colorado SBDC encourages small business owners to utilize:

Register your small business with your local Chamber of Commerce chapter! 

Discover the plethora of advertisement opportunities available as a Chamber Member:

Do you have more questions about advertising and marketing?

Get in touch with a member of our team today and get more information about successfully marketing your business.

Scroll to Top
Skip to content