Starting a new business can be an overwhelming experience, with so many things to take into consideration as well as the fear of business failure. It can, however, be an exciting journey of creating something you are passionate about and seeing it grow and develop through your efforts. applying your useful tips.
The growth of your business is dependent on multiple factors, with marketing being one of your top priorities. As a small business owner your focus is pulled in so many different directions that marketing is the last thing on your mind and hence it generally being an afterthought. Another interfering factor is the perception that marketing is expensive and is only done by big corporations with massive budgets and money to ‘waste’. However, if no one knows about your brand/product/service, then you won’t have a business to grow.
Small business marketing does not have to be daunting or cost your business millions of rands. What it does require though, is some forethought, planning, and effort, especially in the beginning phases. Here are some tips to consider in your strategic marketing plan.
Tip #1 - Develop a marketing plan
As mentioned, it takes thought, planning, and effort which means that you need to get organised. Develop a marketing plan which will guide you in all your marketing efforts. In this plan you will define your differentiation points, target market, and messaging amongst other things. There are a multitude of free online resources that can guide and assist you in developing a marketing strategy and plan.
Tip #2 - Create brand guidelines
Brand guidelines details how your brand must be used in various situations. For example, how your logo is used, your fonts, colours, tone etc. This will ensure consistency of your brand no matter how it is used. Defining these guidelines now does not mean you can’t change it in future, however, brand changes need to be carefully considered in terms of customer and market perception and how relevant the changes are.
Tip #3 - Set up your digital footprint
It is very important to create a professional website because (1) the first thing people do when hearing of a business is to search for it online, and (2) it will allow people who have never heard of you to find you as well. Again, setting up a professional website does not need to cost you a fortune, but it is worth investing some of your budget and a lot of focus on this element.
Your digital footprint also includes social media. Not all social media platforms may be relevant to your business so focus on the ones where your target audience interacts/engages the most. You can build your communities and advertise on these platforms at significantly lower costs than traditional methods of advertising.
You need a website to show you’re real and to offer information about your business to potential customers. - Forbes
Tip #4 - Make use of free resources
Familiarise yourself with the many free online resources that can help plan, manage, and measure your marketing. Subscribe to marketing forums to stay up to date in terms of industry shifts and best practices etc.
Tip #5 - Get help
You can also get specialist marketing assistance from the many marketing consultants/businesses out there. There are marketing businesses who focus on helping small businesses in this regard at very affordable rates. This is often more cost effective and efficient for small to medium sized businesses than hiring inhouse expertise or consulting with large agencies with much higher cost bases.
Do what is best for your business
Don’t let the unknown world of marketing and advertising be the reason your business growth is slower than it could be. Get help as early as possible and make sure you follow the route that best aligns with your business vision and objectives.
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