Marketing basics for your start-up small business

Let’s get started!

So you’ve decided to start-up your own small business – that’s fantastic CONGRATULATIONS! I bet you are raring to go with your marketing, but before you rush ahead, take a moment to read my tips for getting started with your marketing plan. Don’t just blindly post to social media – have a clear objective before you get started.


 

The 4 P’s of marketing

Price – The pricing of your product and services. Ask yourself, will people pay for it? What do your competitors charge? How much do you need to charge to make a profit?

Product – What is your product (or service)? Is there a need for it? How are you different to your competitors? How will you package your product?

Promotion – How are you going to promote your business? What online and offline methods are you going to use? How is your ideal customer or clients – and how will you find them?

Place – Where will you sell your product or service? What will you website offer? Can they purchase online? How will they pay?

Marketing rule of 7

it is widely thought that a potential client or customer needs seven touch points before they will take an action. Meaning a customer will need to “see” you or your product online seven times before they will consider using your services or buying your products. When you think that your social media posts are only seen by a small percentage of your following, meaning you need to post more than 7 times to get seen 7 times.


The 10 C’s for creating engaging copy and content

Captivating – create content that is interesting and show your personality.

Confidence building – show that your know what you are doing, the customer can have confidence in you and your offering.

Credibility – share your reviews and testimonials. What qualifications or experience do you have in your field?

Call to action – prompt your customer to take a form of action, e.g. share this, tag a friend, sign up to our newsletter.

Call again – generate repeat visits, this could be a website pop-up or a targeted email.

Competent design – be appealing to the customer, is your branding cohesive across all of your marketing?

Capturing attention – grab attention with a headline, are you local? Are you in the same situation?

Clear and concise – sufficient level of detail to get the message across.

Customer focussed – understanding your needs, how will you solve their problem? What problem are you solving?

Creating solutions – the content shows that you can meet your customer needs.

Customer Avatar

A customer avatar is a creation by you of your ideal customer. You need to consider your target customer lifestyles, preferences, where they go for information, how they are influenced, what is important to them, and what problem can you solve for them. You can have more than one avatar. When you are promoting your business, you need to have your avatar in mind at all times.

Creating a Customer Avatar

 

A blank ideal customer avatar.


Research, research, research

To take out the guess work of your marketing, you need to carry out research in your area of business, to see what your customers or clients want to hear from you. The areas you need to research are:

Key words – think about what you do, what you want to achieve, and who you want to engage with. Many social networking sites use the keywords to match you to other people, and products and services.

Customer needs – show you understand what these are and how you can respond to their needs.

Competitors – carry out SWOT analysis of you main competitors. What are their Strengths, Weaknesses, Opportunities, and Threats? Learn from what they do well, and also improve on what they don’t do well.

Trends – what hashtags should you use, viral music, what is trending on various social media platforms – and how can you utilise this in your business?


Useful tools for your research

Hubspot blog is full of helpful information.


Answer The Public – type in words or phrases related to your business and see what types of questions the public are searching for. You can then use this information to create social media posts and blog posts.


Moz key word explorer tool. Use this free tool to research your keywords, and then use those keywords in your copy.


Google Trends – here you can research what people are searching for on Google in your country.

Written by Sarah

Sarah is a small business owner and creative website designer.

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