Marketing is a must for any business of any size. Without marketing, a business has no means to let customers know they exist or how to reach them. Below are a few marketing essentials every entrepreneur should know.
Understand the basics
Even if marketing isn’t your strong suit, learn the basics. You’ll need to know them in order to create a realistic business plan, and if you hire a professional to shape and implement your marketing strategy for you, you will want to understand what they are talking about. There are a wealth of books and websites available that explain basic marketing concepts in terms anyone can understand. Educate yourself on cost-effective, simple ways to market your company. Marketing doesn’t have to use your whole budget.
Outsource if necessary
If you don’t feel you can effectively market your business yourself, hire a pro that can. You can employ someone full time “in house” or elect to go the freelance route. The web-based freelance sites offer an economical way to outsource most of your marketing needs. Leaving your market strategy to a specialist allows you to focus on your own strengths, but make sure you have a handle on what they advise you to do.
Establish a web presence
Modern customers expect businesses of all kinds to have their own web site. There is no reason not to own your own domain name and host your own site. Many businesses run their own blog in addition to, or instead of, a traditional web site.
It is important to have your website or blog professionally designed. Customers expect a certain polished look when dealing with a legitimate business and a rudimentary, badly constructed website will work against you.
Websites need to be kept up to date and have real content to be successful; stagnant websites lose credibility quickly. It is especially important to keep blog content current, active and meaningful in order to keep customers checking back
Social media marketing
In addition to web and blog sites, today’s marketing techniques often include the social media platforms of Twitter, Facebook, MySpace, Flickr, YouTube and others. Even if you don’t use these services on a personal level, you should be aware of the basics of social media and how using these services can play into your overall marketing strategy. Many businesses already utilize social media marketing (also called social influence marketing or SIM), and doing so is becoming increasingly commonplace.
Use traditional methods
Don’t neglect traditional marketing methods, such as print media ads, local radio or television spots, and at least a basic entry in a local yellow page book. If you have a brick and mortar facility, make certain that your name, logo and signage accurately and attractively represent your business. Customers need to be able to remember, spell and say your business name, and your storefront or shop should not blend into the background.
Keep tabs on the competition
Lastly, knowing what your competition is doing will help you and your business counter the reasons why a customer might to choose them over you. Keeping track of rivals marketing efforts, promotions and pricing strategies is important. Take special note of anything your competition does that seems to have an effect on your shared customer base, for better or for worse. Understanding why something the competition did or did not work can help you formulate a successful plan of your own — or at least avoid making the same mistakes.
Every business is unique; there is no “one-size fits all” marketing plan. But this list will help you get on your way to developing a marketing strategy that works for you.
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