Guide to Marketing - so just what is marketing?

Why is marketing important for my business?

Without marketing, your business is unlikely to succeed or to grow in the fast-moving, fast-changing customer and consumer economy. Innovation also plays a part.

When does marketing start and finish?

Actually, I’d say that it’s a continuous cycle. Marketing begins by creating a strong, memorable identity for your business and continues releasing sound marketing communications to your target audience.

Everything should be consistent with your brand identity, from professional photographs, videos and website through to your actual products and services. 

The marketing cycle continues during the sale of your product or service, starting again immediately after the sale. 

What’s in a name?

Getting the right name for your business is essential from the word go. The name needs to clearly state what you do, and what products and services you offer, to attract your target market.

Your business name must work offline and online, and be memorable for your target market. 

Customer. Consumer. What’s the difference?

Well, it’s subtle but there is a difference. A customer is a person or business you have a financial transaction with: i.e. the person who buys your product or service. A consumer is someone who uses your product or service, however, they’re not necessarily a customer as they have not actually purchased your product or service. For example, they might have received it as a gift.

What is a business identity and why is it important?

Your business identity should be built on customer and consumer insights. It determines how your target audience will perceive and remember you.

Many business owners ask me “why don’t people understand what I do?” It’s usually because the business has confusing identities, missing information or messaging that doesn’t target - or talk to - customers and consumers.

Your logo is an important element of your identity: together with the name, it brings your business to commercial life. A strap-line or tag-line can be used to reinforce messaging. Your logo should communicate your business ethos, be distinctive, memorable, and work across all media. And it has to do all this in a way that consumers will understand. So, it’s worth investing time and funds in getting it right.

Creating and developing a strong identity isn’t easy, particularly if this is your first experience of setting up a business. Even if you’ve been in business for some years, you could find it difficult to develop your identity because you’re too close to the business. Problems occur too when businesses re-position themselves. Without careful thought and testing, they can cause confusion to existing customers.

You also need to know how to brief designers otherwise you run the risk of ending up with a confusing identity that doesn’t target your audience. 

How do I spend my marketing budget wisely?

Marketing budgets are often wasted because they aren’t well targeted and therefore don’t bring in clients. It’s essential to have a good marketing strategy in place and to continually evaluate how the budget is divided between all the different tasks. With a clear plan in place, it’s easy to reallocate funds depending on what’s working best for you.

I’m often told “I want this, this and this” when in fact the business does not require that spend at all.

What is a marketing strategy?

A marketing strategy is an important document and it should form part of your overall business plan. An essential for start-ups and established businesses alike, it’s a great way to spot gaps and opportunities for new target markets, products and services.

You can share your marketing plan with your bank and accountant, and use the content for your marketing materials. 

Do I need a website?

Yes. All businesses need a website so customers and consumers have an online destination to find out more about the business. No online investment leaves customers and consumers wanting more information which isn’t available - so there’s no trust.

Why doesn’t my website bring me clients?

There will be a variety of reasons including the content, technical build, keyword research, search engine optimisation, lack of inbound links or no call to action.

Maybe you don’t update the content regularly, or you don’t know how to. Or perhaps your website is simply not visually appealing or professional enough to engage visitors to buy your products or services.  

How do I brief graphic and website designers?

First of all you need to find a designer that’s right for you and your business. Ask an independent marketing expert for recommendations, take a look at marketing material you like and find out who designed it. Then get several detailed proposals and make sure the designers you speak to really get what you do.

Make sure you have firm objectives about what your business needs from a website or other marketing material before you brief your chosen designer.

Be very clear about the following:

• What job do you need it to do for you

• What your products and services are

• Who are you targeting - what type of people are they and what are their interests and what do they want or need?

In addition:-

• Give your designer some background on your business, your customers and your competition.

• Set a clear timeframe for the project.  This should include a date for the first draft, the second draft, as well as your deadline.

• Avoid nasty surprises at invoice time by securing a quote for the maximum time the project will take.  Anything over this will need to be renegotiated – that applies to both parties.

• Communicate regularly during the project.

Alternatively, ask a marketing expert to prepare an independent brief that you can share with your chosen provider - or ask a marketing expert for introductions to designers.

Do I need social media for my business?

Social media channels, such as Twitter, Facebook, Instagram and LinkedIn, are powerful marketing tools that increase your network and your business reach.

They’re also a great way to keep an eye on your clients, your competition, and on your own business reputation.

Social media content pleases the search engines and supports your website ranking. It also gives your existing and potential customers useful information.

One or more channels may work for your business. However, you need a clear strategy and content to make sure you’re seen and heard.