An email popped up in my inbox yesterday from a friend who is starting a new business. She was so excited about the prospects of using her expertise to help create value in a specific industry with her services. She came up with a cool website with hip graphics and a fun logo. She spent lots of money on her marketing. Her branding was smart and well-executed.
When I asked her how her prospects will know she has started her business, she shrugged her shoulders.
She hadn’t thought about that question yet, even though she had created a brand and an image. Is she doing this backward? Has she gotten ahead of herself working on tactics before a strategy is in place?
Start from the Begining
Marketing isn’t like mayonnaise that you spread on the sandwich when you are ready to eat it.
You need to think about how you’ll reach customer first so that every aspect of marketing can evolve from there. What message will you share with prospects and how will you deliver this message to them? How will they become aware of your unique selling proposition? What will motivate them to give you a call to ask for your help?
No Single Answer
There isn’t a recipe I can give to everyone that will work to market your business. But here are a few essential questions to get you started.
- How is the market organized that you want to reach?
- What segment will you be focusing on?
- Who will you target?
- What are the current options your prospects have to solve their problems? How will your solution be different, stand out and be more effective?
- Do you have a crisp, clear message for this audience that communicates your main point?
- How will your customers feel after they work with you?
- Once they work with you, what is the story your customers will tell their friends about how you helped them solve your problem?
Think STP – Segment, Target, and Position
You need to segment a market, determine your prospects and then position your offering. Answering my seven questions means you are working at a strategic level. Jumping into web and brand developments is tactical.
Hungry to start your marketing in the beginning? Pass the mayo and let’s start at the beginning.
Need help with strategy or making sandwiches? Let’s talk. You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Try my new chat feature on my site if you have a quick question.
Photo by Ella Olsson from https://www.freshnlean.com/blog/
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Try my new chat feature on my site if you have a quick question.
