Starting a business can be a scary experience, however, the ups are far greater than the downs. You may never match the exhilaration and freedom you feel in the first months and years of becoming a business owner and master of your own future, but, you may also learn that having control of everything means your time is significantly impacted by tasks and concerns that draw you away from your core passion – your business.
Marketing is just one of those concerns and a large part of your start-up time will be consumed by the creation and execution of meaningful marketing programs to establish awareness with your prospective customers and grow your business. Whether you go to workshops for new entrepreneurs or participate in an online webinar, one of the common themes you will hear over and over is you must identify your prospects and discover where they are and what they like.
How Do I Get Started?
There are several fundamental questions that any business owner should be asking: 1) How do I engage with my customers? 2) Which marketing channels should I use? 3) How do I determine what type of marketing channel my customers respond to most? 4) How do I solve my customers’ problems? 5) How do I create a successful marketing campaign? Don’t be afraid to get started.
An initial analysis is a great first step in creating a plan for your marketing and sales promotion. Today, marketing consists of inbound and outbound internet- based efforts, social media marketing, radio, television, and newspaper advertising, public relations programs, and brand awareness building through public appearances, and many other multimedia efforts.
Your business review can be conducted by an independent marketing consultant, a member of a multi-service advertising agency or a business communications professional. Once you decide who to work with, arrange for them to interview you about your business goals. Who is your target audience? How should you position your business? An experienced consultant can help develop a plan to successfully launch your business and guide you to the best media platforms, techniques and use of technology to create your business brand and corporate identity.
All these activities are necessary to differentiate your company from others doing the same type of work or offering the same type of products or services. Once you begin thinking about who you are in the marketplace and the type of companies you want to help, it will be easy to create a blueprint for reaching and engaging customers. Then it will be up to you and your team to delight them with your service and keep them satisfied throughout their buying journey.
Stay tuned for more about customer buying journeys and the role they play in successful marketing campaigns.