How to Market as a Small Business or Startup
You’ve assembled an amazing team, perfected your product, and you’re ready to break into the industry. There’s only one problem: how do I get the right people to notice my business?
A great product and great marketing go hand-in-hand. When done right, a solid marketing plan can take you from startup to industry leader, but you need a solid foundation first. To get started, let’s go over what your company needs to build a successful marketing strategy.
Identify your target demographic
You probably already know the people your product is aimed at, but fine-tuning your marketing strategy means identifying more than just age or gender. Are your customers urban or rural? Homeowners or renters? Are they educated? Affluent? Do they fall somewhere on the political spectrum?
How you answer those questions can help you finetune your marketing. Of course, you probably can’t answer those questions right away, but paying attention to the populations that are most impacted by your product and adjusting your content to their needs can make you a mainstay in the market.
Strategize your content
If you have a sense of who’s interested in your product, you can better create a content strategy that will keep them engaged. This is probably the hardest part of an effective marketing strategy, and the content you put out will be refined and improved for as long as you’re in business.
To get started on writing effective content, ask yourself what will engage your target audience. Will they be more motivated to read think pieces, listicles, or historical essays? Will they prefer in-depth paragraphs or 2-3 sentences per idea? Will they be more likely to watch video content? How does your audience speak – do they prefer slang or academic lingo? Are they Millennials, Gen Xers, or Boomers?
Figuring out what your content is and how to write it will help steer your business in the direction of your target customers, but be sure to stay on top of the demographic data, as your content will change over time. Whatever you put out for your audience, just be sure it reflects your brand.
Polish your brand
Speaking of your brand, this is a good time to make sure your branding works for your company. A brand is more than a logo and some taglines – it’s how your company presents itself on everything it puts out! Good branding means a consistent design on your products and social media. It also means that the content you put out uses the same language, your public relations image is consistent, etc. If anything, this entire article is an exercise in keeping your brand strong.
To polish your brand, be critical of every tiny detail. Does the company’s visual design match its written content? Is our social media presence consistent? Do our logos, packaging, and web design draw the right viewers in? Consistency is key, as your brand is what draws customers in and inspires them to stay.
Optimize your social media
Knowing who your company is marketing towards will help you optimize your social media content. We’ve covered visual design, content writing, and keeping your brand consistent; nowhere is this more necessary than on social media, where your products and image are on display for the world.
Social media is more than just good posts on the right websites – it’s also about interacting with your audience. Responding to comments and writing engaging captions is one way to do it. You can also run contests, post featured customers, or ask engaging questions to build trust with your followers. Also, are you posting content that’s relevant to your city or area? Is your content relevant to your target age group? Social media is about more than just “being a business,” it’s about being a member of your audience’s community, and engagement is key to a successful social media plan.
Network with other companies
The last thing we want to mention is to develop strong networks with other businesses. Companies that share similar demographics or geographic areas can boost each other’s presence by sharing customers, running joint events, and even just creating more community interest.
Your marketing plan requires a lot of work, but if you’ve made it this far as an entrepreneur, you have what it takes to create a strategy that’ll put your name at the top of the industry. Need help with branding, content writing, or social media strategy? You’re already in the right place! Read more about Summit Collaborations here or book a call with the CEO, Ashlee, to discuss our services and packages.