When you first launch a new business you are filled with hope for the future and dream of huge financial gain. Designing a new product or service is an exciting process and watching your ideas grow into fruition is fulfilling. Running a business can be all consuming and you may find yourself working 24/7 to complete all the necessary tasks. To ensure that you reach the bottom of your “to do” list it’s important to organise your tasks into levels of priority. 

One of the first things you need to consider is how you will market your new business. You need to develop a marketing strategy relatively early on. Effective marketing will get your brand “seen”, if no one knows who you are and what you sell you won’t generate any sales. Sales mean profit and without sales your new business will very quickly become non viable. You need to get your vision across to your target market so that everyone can see your amazing product or service.

Every business is different and all require slightly different marketing strategies. What works for one business won’t necessarily work for another. You need to develop a flexible marketing strategy that has the potential to reach your target market across the board. You should use different forms of media rather than just relying on one.

Most new businesses have to budget carefully, so try and be creative and look at free or cheap ways to get your brand into the marketplace. Many companies such as lanyardsUSA produce custom made promotional items that you can gift. Items such as pen drives and USB’s that have the benefit of being useful as well as promoting a brand.

This article aims to highlight examples of successful marketing strategies.

Know your target market

You will already have an idea of who your target market is likely to be from when you first planned and developed your product or service. Now is the time to really get to know your target market is. What age bracket is your product aimed at? What level of income do they have and what do they like to do in their spare time? You need to build up a clear picture of the type of person who you are aiming your products at.

Once you are armed with this knowledge you can develop your brand around this information, which will enable you to relate to your target market on an almost emotional level.

Create a strong brand

A strong brand is essential for successful marketing. A brand is much more than just a logo it creates trust in your products and encourages loyalty. Strong examples of great branding includes Apple and Mcdonalds. You only have to view the “M” or apple symbol to recognise what the brand is all about. It is worth investing money in getting experts to create your brand for you. If you use the knowledge you have gained from your target market you will be able to adapt the overall look of the brand to one which your target relates to.

Professional website

It is worth getting a web design expert to create an “all singing and dancing” website. Your website should be professional an easy to navigate. Ensure your brand is clearly displayed across all pages and install up to date cyber security to engender trust in your customers.

It is important to make sure that your website features highly on search engines. Search engine optimisation techniques can be employed. Seek the advice of SEO experts to help your website rankings.

Professional marketing material

Ensure that your marketing material is of a high quality. Leaflets, business cards, signs, website, brochures and adverts should all clearly display your brand in a clear, concise and professional way. Any writing should be clear in the message which is being conveyed.

Once you have a strong brand, website and marketing materials in place your next step is to launch your business into the marketplace. There are many ways to showcase your products and services, here are some examples.

Trade fairs

Trade fairs are an excellent arena for getting the attention of large retailers. If a multinational company likes your products you could receive a huge order, which will really give your business a boost. Trade shows attract a huge number of buyers from particular niches. There are toy fairs, gift fairs and caravanning shows – to name a few. Take advice on how to create a really eye catching display and research the best position within the fair in regards to footfall.

Traditional advertising

There is still a place in today’s market for traditional forms of advertising. TV, radio, billboards, newspaper and magazine articles, even a carefully written card in your local shop reach a large number of potential customers. Not everyone is online and the more traditional forms of advertising such as leaflets and community magazines are likely to be kept for longer periods. TV and radio is expensive but will reach millions of customers. An advert in your local press is a cheaper option with the advantage of being local.

Social media

The potential customers that can be reached via social media is phenomenal. Using social media effectively is time consuming, but effective. You are able to build up a rapport with customers and respond to queries 24 hours a day. Different businesses lend themselves to different social media platforms, for example Instagram is fantastic for promoting a visually appealing product. Take time to build up your followers and always converse in a professional way. One of the downfalls of social media is that you will potentially experience criticism. Respond to criticism professionally, without being negative or aggressive, otherwise using social media could have the opposite effect of positive promotion.

Make developing your marketing strategy your priority and reassess its effectiveness regularly. Always keep in touch with your target market by carrying out market research, this will ensure that your products or services remain current. Hopefully your business will stand above your competitors!  

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