Marketing basics to launch and grow your business
Marketing, at its core, is about communicating. It’s knowing your product or service and clearly explaining it to the people who would benefit from it.
The launch of a business is marked by financial planning, fine-tuning your product, and setting expectations. Marketing comes in when you are ready to share your offerings with the world.
Quality marketing ensures that your business finds its target audience and stays in front of them.
Here are the basics to making marketing part of your business plan.
Defining your product or service
Business owners naturally internalize the many great features of their product or service, but it takes another step to think about your offering in terms of how it benefits customers.
Set up a unique selling proposition that concisely communicates to prospective customers the things that differentiate your product or service from the competition.
What problems do your products and services solve? Why should buyers choose you?
The unique value of a company typically can be characterized by either price, quality, social value, or customer service - or a combination of these categories.
Defining your product or service means honing in on the unique aspects of your business that give it value in the marketplace.
Identifying your buyer
Effective marketing requires detailed knowledge of who your potential customers are, what their goals and challenges are, and how you can reach them.
A written-out buyer persona is an effective guide for all of your marketing initiatives. It outlines details about your prospective customers such as their career situation, age, hobbies, and what motivates them.
With this information, you can determine the most effective ways to reach your prospects and tailor your messages to the way your offerings address their needs.
Targets, goals, strategies, and tactics
Sales targets and marketing goals set a foundation for measurement of your success. Be sure to be specific with your targets and timeframes so you can accurately assess results - for example, “increase sales by 10 percent this quarter over the same quarter last year.” This sales target is easily measurable.
A marketing goal that is specific and time-based will be similarly easy to measure - for example, “grow my social media following by 10 percent by the end of the year.”
Now consider the overarching strategy and specific tactics will you use to achieve your goals and targets.
Marketing strategies are numerous; settle on one that is realistic for your business - for example, “nurture my list of leads to convert them into customers.”
There are several tactics you can use to make this strategy a success. Examples include:
- Create email marketing campaigns with promotions that drive your leads to a landing page on your website.
- Create blog content that is valuable and relevant to your leads and distribute it on social media.
- Communicate with your leads to better understand their goals and challenges and explain how your products and services can help.
A business plan is not complete without a marketing plan. Define your product, buyers, goals, and tactics to set a foundation for a successful and measurable marketing program.
Thanks for reading,
Breezy Hill Marketing is a Vermont web design agency specializing in marketing strategy, inbound marketing, social media marketing, and building optimized and mobile responsive websites for customers throughout the United States.