Marketing – my three start up priorities
Marketing – my three start up priorities
The journey of creating my own small business has been exciting, challenging, frustrating and sometimes overwhelming but I must say that it has opened up my eyes to a world of opportunities. In this article, I would like to share with you what my three marketing priorities were to launch my own business and how these could also apply to your business.
Overview
Lets start by saying that my experience suggests that most small business owners have limited resources (both time and money). The task to grow their business in terms of sales, profits and customers can be challenging, particularly at the start.
To help you make the sometimes difficult choices of how to spend your marketing dollars, I would like to share with you what my three core marketing activities were that enabled me to launch my own business successfully. Furthermore, how these three activities helped me to grow and establish the ‘Next Marketing’ brand in the Melbourne market.
My number one Marketing priority – establish a great looking brand
Having a stand out visual identity and brand is one of the core foundations to my business. My brand and what we stand for at Next Marketing is drawn from this and the logo sets the tone and personality for everything we do.
For me, having a stand out brand has positioned my business as a solid and reputable organisation, even from the very beginning. In my past life as a corporate Marketing Manager, I had predominately worked on brands that were well established. It was a pleasant surprise to learn first hand just how much traction a great looking brand and logo can give to a start up business.
From my perspective, a great looking logo is one that follows solid basic design principles such as:
• It must look good (clean and simple)
• Be functional
• Represent the company and as much as possible visually represent what you do
• Is unique and enables you to stand out
• Allows your target audience to identity who you are, what you do and how you can help them in a matter of moments.
All of these aspects can be conveyed in colours, imagery, illustrations and words.
So how do you get a great logo? The first step is to engage the services of a marketing advisor to help you make it happen. It is not something that you can create yourself in clipart or publisher. Over time I have met a number of small business owners who have not made the investment in their logo. The result is usually substandard and doesn’t reflect the true value of their work or what they do. Your business is worth the investment in a great looking logo.
Number Two Marketing priority – develop a website and get one that you can change yourself
The online space is and will continue to drive the way to do business. Having a website for most industries and businesses is a must have. From my own personal perspective, I do all of my research about people and businesses on line. In fact, I rarely meet someone without having checked out their website or googled their name if not before the meeting certainly afterwards.
When developing your website, it is important to consider the following:
• The company you are working with can develop a professional looking site that represents your brand and value in the market
• The navigation and layout needs to be easy to use
• The website provides all the information that your target audience is searching for
The second most important marketing decision I made in establishing my business was to commission the development of a website that I could change and update myself. This can be done using a Content Management System, commonly referred to as a CMS system. Having a site that can be updated in house means that you, or your clients, are not at the mercy of a web programmer or graphic designer every time a change needs to be made.
For example, I organised an event called the Marketing Puzzle and within a day of setting the date and the speakers I had created a page on my website for that function. This meant that I could immediately start to advertise and promote the event without delay or additional cost. The investment in a CMS system has paid for itself in a matter of months. This is why, in my business, I only recommend websites that have a Content Management System.
Number 3 Marketing priority – map out who your target audience is
One of the earliest tasks that I undertook in planning my business was to develop a list of customers (it could be customer names or customer types) who I wanted to work with. In essence, I was developing a profile of my target audience. The process took some time, involved a bit of trial and error and continues to be an evolving target. It is really about understanding the types of customers that will buy from your business. This is a difficult task to do, especially at the start.
The task of developing a target audience profile can be achieved by working through my Eight Step Plan. Here are the steps:
• Step One – Define your product offer
• Step Two – Define your position in the market
• Step Three – List all the customer benefits from using your product??
• Step Four – List all the groups of people who use (or you would like to use) your product
• Step Five – Prioritise the groups in step four to maximise your resources and get the best bang for your dollar
• Step Six – Select your target audience from the priority list and double check that group has the best fit for your product offer, and the best return
• Step Seven – Brainstorm as many ideas as possible in how to reach your target audience
• Step Eight – Develop a Marketing program from one of the ideas
I must stress that a ‘one size fits all’ marketing approach does not work. Without identifying your target market and how to reach them, you will be wasting your valuable time, money and resources. Even companies with large budgets and lots of money to spend do this activity in order to focus their spend on what works.
In summary, I know from my own personal perspective that in a small business we have limited resources and time to dedicate to growing our business. My three marketing priorities to launch my own business were:
1. Get a great logo and visual identity
2. Launch a website with a CMS system
3. Understand and identify my target audience
I believe that focusing on these three activities will set your business in the right direction and ensure that you get value for your marketing spend.
All the best in growing and marketing your own business.
Marketing my three start up priorities - To learn more about this author, visit Jo Macdermott's Website.
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The reason I started my own business is multilayered and I guess you have your own reasons as well. Mine range from wanting to do something for myself, to being able to schedule my working day to suit my business and lifestyle, and to get back to what I really love, Marketing.
The journey of creating my own small business has been exciting, challenging, frustrating and sometimes overwhelming but I must say that it has opened up my eyes to a world of opportunities. In this article, I would like to share with you what my three marketing priorities were to launch my own business and how these could also apply to your business.
Overview
Lets start by saying that my experience suggests that most small business owners have limited resources (both time and money). The task to grow their business in terms of sales, profits and customers can be challenging, particularly at the start.
To help you make the sometimes difficult choices of how to spend your marketing dollars, I would like to share with you what my three core marketing activities were that enabled me to launch my own business successfully. Furthermore, how these three activities helped me to grow and establish the ‘Next Marketing’ brand in the Melbourne market.
My number one Marketing priority – establish a great looking brand
Having a stand out visual identity and brand is one of the core foundations to my business. My brand and what we stand for at Next Marketing is drawn from this and the logo sets the tone and personality for everything we do.
For me, having a stand out brand has positioned my business as a solid and reputable organisation, even from the very beginning. In my past life as a corporate Marketing Manager, I had predominately worked on brands that were well established. It was a pleasant surprise to learn first hand just how much traction a great looking brand and logo can give to a start up business.
From my perspective, a great looking logo is one that follows solid basic design principles such as:
• It must look good (clean and simple)
• Be functional
• Represent the company and as much as possible visually represent what you do
• Is unique and enables you to stand out
• Allows your target audience to identity who you are, what you do and how you can help them in a matter of moments.
All of these aspects can be conveyed in colours, imagery, illustrations and words.
So how do you get a great logo? The first step is to engage the services of a marketing advisor to help you make it happen. It is not something that you can create yourself in clipart or publisher. Over time I have met a number of small business owners who have not made the investment in their logo. The result is usually substandard and doesn’t reflect the true value of their work or what they do. Your business is worth the investment in a great looking logo.
Number Two Marketing priority – develop a website and get one that you can change yourself
The online space is and will continue to drive the way to do business. Having a website for most industries and businesses is a must have. From my own personal perspective, I do all of my research about people and businesses on line. In fact, I rarely meet someone without having checked out their website or googled their name if not before the meeting certainly afterwards.
When developing your website, it is important to consider the following:
• The company you are working with can develop a professional looking site that represents your brand and value in the market
• The navigation and layout needs to be easy to use
• The website provides all the information that your target audience is searching for
The second most important marketing decision I made in establishing my business was to commission the development of a website that I could change and update myself. This can be done using a Content Management System, commonly referred to as a CMS system. Having a site that can be updated in house means that you, or your clients, are not at the mercy of a web programmer or graphic designer every time a change needs to be made.
For example, I organised an event called the Marketing Puzzle and within a day of setting the date and the speakers I had created a page on my website for that function. This meant that I could immediately start to advertise and promote the event without delay or additional cost. The investment in a CMS system has paid for itself in a matter of months. This is why, in my business, I only recommend websites that have a Content Management System.
Number 3 Marketing priority – map out who your target audience is
One of the earliest tasks that I undertook in planning my business was to develop a list of customers (it could be customer names or customer types) who I wanted to work with. In essence, I was developing a profile of my target audience. The process took some time, involved a bit of trial and error and continues to be an evolving target. It is really about understanding the types of customers that will buy from your business. This is a difficult task to do, especially at the start.
The task of developing a target audience profile can be achieved by working through my Eight Step Plan. Here are the steps:
• Step One – Define your product offer
• Step Two – Define your position in the market
• Step Three – List all the customer benefits from using your product??
• Step Four – List all the groups of people who use (or you would like to use) your product
• Step Five – Prioritise the groups in step four to maximise your resources and get the best bang for your dollar
• Step Six – Select your target audience from the priority list and double check that group has the best fit for your product offer, and the best return
• Step Seven – Brainstorm as many ideas as possible in how to reach your target audience
• Step Eight – Develop a Marketing program from one of the ideas
I must stress that a ‘one size fits all’ marketing approach does not work. Without identifying your target market and how to reach them, you will be wasting your valuable time, money and resources. Even companies with large budgets and lots of money to spend do this activity in order to focus their spend on what works.
In summary, I know from my own personal perspective that in a small business we have limited resources and time to dedicate to growing our business. My three marketing priorities to launch my own business were:
1. Get a great logo and visual identity
2. Launch a website with a CMS system
3. Understand and identify my target audience
I believe that focusing on these three activities will set your business in the right direction and ensure that you get value for your marketing spend.
All the best in growing and marketing your own business.
Marketing my three start up priorities - To learn more about this author, visit Jo Macdermott's Website.
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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