Most small businesses do not have the resources to launch a large national marketing and advertising campaign. However, you can grow your business in stages to ultimately reach a large national or international market. I think of it as “concentric marketing.”
When you picture concentric circles, you envision a small circle surrounded by a series of increasingly-larger circles. Imagine your marketing starting in the smallest circle, then expanding to larger and larger audiences, growing your business in manageable steps.
One way to expand is in geographic markets. Your first marketing might be focused on your part of town. Join the local chamber of commerce, participate in networking groups, advertise or get publicity in the community’s weekly newspaper, place fliers on doors in local neighborhoods, sponsor a local sport team, and engage in other activities that will make you prominent in your small, local area. As you experience success, you can target broader areas, going from your neighborhood to the entire city, the county, then your state, a region, and national or even international audiences.