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Word of mouth is a good marketing tool. This is not a myth that is often entertained by small business owners who think their hard work will expand their business. Everyone knows the power of word of mouth advertising and larger companies can use it far more effectively than small business owners.

Now you need a good marketing consultant. Small businesses need the help of marketing professionals most of all, because advertising is so expensive and ineffective for most small businesses. A marketing consultant knows that word-of-mouth won't spread unless the message is catchy, concise, and easy to pass on and can help business owners create such messages.

The basic beginning message is the most important aspect of small business marketing. Business leaders are not known for being particularly grounded, nor do they tend to be concise in their writing. A neutral third party usually has to be recruited in order to turn their first drafts into good, readable prose.

Another impediment? Small businesses are almost never good at simplifying, clarifying, and diversifying the services that they provide. For example, a professional speaker may offer a motivational speaking seminar and have some success on his own. A marketing consultant will take that one offering, and hone it so that the speaker now offers one motivational seminar for salespeople, another for managers, and another for business owners. By offering specialized products to smaller groups, the message has more focus, and becomes easier to spread by word-of-mouth.

Finally, it's important to know how to draw customers in. Where does a customer go from the intro message? A phone number? A website? What path must they follow to investigate your company further? Again, a marketing consultant can help here, by studying what competitors are doing, what companies outside the market are doing, and what the demographics of the customer might suggest. Whatever path the customer follows, they must be able to find it from the word-of-mouth introduction, so the consultant will evaluate the company's name, phone number and web address.

Ultimately, a little business is nearly never as well provided for by marketing as it is by intelligent, reasonably priced promotional methods. On the other hand, most industry proprietors are not expert marketers. It is vital to be aware of when the business is in need of the assistance of a marketing consultant instead of hastily wasting funds on advertisements. As soon as a convincing marketing slogan has been conceived, the advertisement can be delayed for awhile, and be much more triumphant when employed.