It’s surprising how many entrepreneur start a busines without giving adequate thought to how they will market it. Here are 4 tips to help you get started.
TIP #1: THE MESSAGE
In order to prepare an effective marketing message that will catch the attention of your target audience, you should:
- Identified who your target market is.
- Gain an understanding of the important issues they face.
- Honestly evaluate for what issues you can provide solutions. What is your message?
- Know who your competition is.
- List the value you provide to clients and what differentiates you from your competition.
TIP #2: YOUR MARKETING RESOURCES
You will need to decide much time and money you are prepared to put into your marketing efforts. Start by asking yourself these few questions:
1) Do I have the time available to effectively implement my own PR and marketing efforts?
2) Do I have the financial resources to hire an outside professional to assist me in my campaign?
3) Who, on my staff or team, is qualified to help me with in my efforts?
4) How much do I plan on budgeting each year for marketing project?
TIP #3: A COMPLETE CAMPAIGN
Now it’s time to draw up your marketing plan for the year. Consider which methods will best allow you to achieve the results you are seeking:
- Mail Campaign
- Social Events
- Seminars (you speak at)
- Marketing Materials
- Books, Magazines, Newsletters
NOTE: Select ideas that work well together. Always look for opportunities to promote your marketing efforts. See example: Building a Solid Marketing Campaign.
TIP #4: EVALUATION
In numerous interactions with financial firms, we have found that, while they have completed the first two steps of their marketing campaign – plan development and implementation, many times they forget a vital third step – the follow-up. Often companies spend thousands of dollars on their marketing campaign, but have no idea just how effective their efforts were.
Afterburners, a group of professional speakers who were are top gun fighter pilots, explain there are three important steps to any mission or plan… Brief, Implementation, and Debrief. Each are a vital element for the success of any program. According to Wingman George Dragish, “The debrief is a time to discuss what went right, what went wrong, and what can be done differently in the future to create better results.”
Keep track of the cost and time involved to better evaluate the effectiveness of your marketing efforts. For example, is it more productive to mail invitations to clients inviting them to an event, or do more attend when you invite them in person or by phone? Perhaps both options create the best results?
Marketing requires flexibility and creativity. Be alert for opportunities that arise, be creative in reaching your target market and, at the end of your campaign, evaluate its success.