The humble dandelion has a lot to teach a small business owner about marketing. Marketing like a dandelion is marketing that is visible and contagious.
The dandelion’s vision of a perfect world is a world covered in dandelions. In practice, this may be a bit extreme. In principle, if you are a business owner, be a dandelion.
Be a dandelion
So what makes the dandelion so successful?
Dandelions are aggressive. When a dandelion takes root, it grows fast to get its head above its competition. It spread its leaves wide, to choke out the competition. This ensures that all available sunlight, moisture, and soil nutrients will be absorbed by the dandelion, leaving your lawn grass to fight over the scraps.
By marketing aggressively, you can maintain a constant communications relationship with your customers and prospects. This vastly increases both the chance that they will buy, and that when they do buy, they will buy from you. Your competitors will be left fighting over scraps.
The dandelion doesn’t just put out one or two seeds. It releases hundreds of seeds at once. In fact, a single dandelion plant may produce more than 2,000 seeds.
If you’re going to be successful in spreading your marketing message, you need to address a sufficiently large audience. Perhaps many of those “seeds” that you put out there will fall upon the pavement (figuratively speaking) with audiences who never end up purchasing from you. But the more places your seeds land, the more potentials you have for making the sale.
Better still, with modern marketing methods, you can qualify your leads, target your best prospects and greatly improve the chance that your message will fall upon fertile soil, as it were.
The key to the dandelion’s success is that it takes every opportunity to get its message out there. The dandelion is everywhere. This approach has a significant impact with customers.
Be like the dandelion. Plant your marketing message everywhere your customers go. This is why your business should have a website, and a social media presence, and a Pay-Per-Click advertising campaign, and a direct mail campaign, and a media placement campaign, and other campaigns in other channels as appropriate to your budget and your business type.
Marketing like a dandelion
Marketing like a dandelion is the secret to making your business grow like a weed.