How do I market my business? (written by Ross Jones)
A question that I personally get asked all the time. Unfortunately, there's no straight answer, but believe it or not, you already know some of the key information required to answer that very question.
I mean, I could of course advise that you use social media, have an optimised website, network etc. Nothing that you don't already know. But the key to marketing is understanding. Understanding your product, understanding your customers and understanding why your customers would want or need your product.
If you're reading this post, you'll have probably already read multiple articles on how to market your business, all providing unique methods of 'advertising' (routes to market). I'm guessing you've tried many of these routes and wondered why they haven't worked for you? Hence the search continues.
That's because marketing is so much more than advertising.
Marketing is the process of understanding, and using this knowledge to position your brand, your business and your products in a way that customers can relate, both emotionally and rationally.
Now, I have a confession that will likely burst your bubble just a little (sorry!). You won't be able to answer the title question by simply reading a few articles. I can however guide you through the process of understanding, holding your hand through the journey of a marketing strategist.
We'll begin with the key components and the initial questions that come to mind;
Remember, your brand is so much more than your logo! It's the overall image of your business that you paint for your customers.
Is your brand representative of your business?
Does it represent the culture and personality of your business?
Is it relatable to your target customer base, and the sort of brand they'd purchase from? Is it professional enough? Is is quirky enough etc.?
How do you position yourselves in the market?
Is it strong enough to compete against your direct competitors?
Why should your customers buy your product?
What are the benefits?
What's the emotional driver?
What's the rational driver?
What's the customer push-back? E.g why would they decide to go elsewhere?
Ultimately, what makes your product different and better than that of the competition?
Your Target Audience.
Have you defined your target audience? And don't say yes - Women. What is the age group? Are you restricted by location? Do they have hobbies? Do they socialise? If so, where?
Knowing the ins and outs of your customers is vital to making the right marketing decisions. It influences your message, your advertising strategy, and ultimately provides you with the fuel required to launch. The more information you can get about your customer base, the more targeted your campaigns become, subsequently the more effective your marketing strategy is.
Keen to keep this post short, before you switch off and start thinking about what you're having for tea tonight, so I'll leave you with this...
Think about the above questions. Answer them fully. Understand that if you can answer these, you're on-track to creating a great marketing strategy for your business.
Check-back shortly to find out what to do with this new found knowledge. We’ll also be publishing a useful spreadsheet which includes the above questions along with the next instalment, so make sure to visit again very soon.
Can't wait? Get in touch.