Marketing is an old profession, whilst it always feels modern and contemporary, it was first included in the Oxford English Dictionary in 1897. As a bit of geek, and a lover of history, I could write a LOT about this, but essentially, recognisable marketing practice probably started in the early 17th century, as we consumer culture began to emerge. This is significant, because it shows how long #marketing has been integrated into modern cultures and societies, it also means people are used to it, expect it and are therefore open to be marketed to. Reaching them is where expertise and experience come in.
So where to would is the right starting point for your #smallbusinessmarketing? There are three essential ingredients for any marketing approach:
Goals - what are you seeking achieve in business terms?
Market - who are you speaking to?
Strategy - what's the high-level plan for smashing 1 & 2?
Goal: setting these is absolutely crucial, you need to know what you're aiming for before you starting aiming for it! Hopefully you have a business plan - what does that say? If you don't have a business plan (and some don't, it's ok, no panic!) who are you hoping to reach with your venture?
Top tip: Pick a small number of achievable goals - don't try to master the world in a week.
Market: In putting together your business, you'll have an idea of where your market is and who is in it. Try to sketch this out in a bit more detail, are you online or offline? Is it a remote business, home-delivery, destination? Answer that question and you'll start to identify who your #customer is and where you can reach them. They could be on #socialmedia or perhaps you need #digitalmarketing like #GoogleAds, #FacebookAds or #InstagramAds?
Top tip: You could draw a physical map or summarise customer location (online for example) using post-its on the fridge or wall. Visualising can help you create a customer map.
Strategy: The first two steps should help you in shaping your strategy. You know what you're trying to do, you know who you want to engage with. Strategy is a big bucket with 'How' scrawled across the front of it! In your #marketingstrategy you need to cover your #brand, your goals, your customers, your general messages and how you'll reach them.
Top tip: Keep it simple. A strategy is just that, if you can't fit it on a few pages, literally a few, then you're probably going off the deep end!
As I write this, I'm mindful that I'm trying to decant decades of knowledge and experience from my own businesses and career path with national and international brands. It isn't easy and I know that it is another thing that goes on a to-do list the size of a cruise ship!
You are not alone though, Summit can help. My aim is provide #smallbusinessowners with high quality, affordable #smallbusiness marketing support, we can tailor packages to your budget and help where you need it - your content may be stunning for example, but the cut-through might not be there. Drop me an email, WhatsApp, or book online at a time to suit you. I generally find a coffee and chat is a helpful place to begin exploring some of these issues and I'll happily meet in person or online with zero hassle or obligation on your part, if we just end up having a nice chat and a cuppa - that's fine by me.
JDL
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