You have your business name registered, you’ve refined your product or service, and all you want to do is start selling. You’re bright-eyed and bushy-tailed and you can’t wait to start reaping profits. Now if you were to take a moment to settle your mind, you’d realize that one key element, that will bring you to your bottom line, is missing. The name of that element is marketing. In today’s idea-saturated and vendor-laden market, having a good idea or a sound service or a perfect product is just not enough. Why? Because you’re no different from anyone else in the eyes of consumers. And let’s face it; there are thousands of “anyone elses” just like your business, all around the country. To gain leverage in any market, regardless of the industry, you need to employ efficient and effective marketing strategies. Before you begin marketing activities, however, you have to clearly define your market. There are several ways to do this and some of them are:

  1. Where applicable, examine your current customer base.

  2. Evaluate your competition and see who they are targeting.

  3. Analyze your product/service thoroughly and break it down into proprietary elements.

  4. Isolate specific demographics to invest your energy into.

  5. Integrate psychographic elements into your target market definition.

Once you’ve done these things, only then can you move on to formulating an appropriate marketing strategy. Before we give you some tips on how to do that, allow us to relay the obvious (in case you have any doubts): marketing is not just a good idea, it is a necessary process. Especially where new businesses are concerned, you have to package and present your product/service to your target audience for 3 main reasons:

  1. To inform them that you exist

  2. To validate the reputation of your business and your brand

  3. To continuously inform and influence, to incite sales

So with this in mind, how do you move into marketing? This isn’t a simple procedure, but it can be veritably painless and effective if approached with enthusiasm and organization.

  • Create a marketing plan, as this will detail how you’re going to market, when you’re going to market and to whom you will market.

  • Ensure that your marketing efforts align directly with your sales efforts. It’s like spinning a top in mud, if you’re marketing to group A and your sales team is pitching and trying to close in on group B.

  • Make marketing important to everyone in your company. If employees are focused solely on your product/service, they will begin to engender an attitude that is dismissive or calloused to customers.

We hope that the information we’ve shared inspires you to embrace marketing and its myriad benefits, with an enthusiastic mind. Do your own research and rely on professionals in the industry to formulate a marketing strategy that not only suits your business, but your customers too!