Marketing from the Ground Up: Bringing a New Business to Life
Every business has unique marketing needs. What works wonders for one company may fail miserably for another. That’s why it is important to look at the particular marketing needs of an organization before diving in and launching a huge marketing campaign. One type of organization that will certainly have unique needs is a new business. The steps taken to launch the marketing campaign for a new business may be dramatically different than those taken to promote awareness of an established brand. Consider the following and you can more-readily prepare a brand new business for success.
Develop a Marketing Plan
More so with a new business, it is important to develop a marketing plan. While you may need to adjust the plan as time goes by, having a plan enables you to decide what is most important to you and and make certain nothing is forgotten in the chaos of the business launch. Spend some time deciding what is most important to you and rank these marketing activities. That way if budget or time constraints come into play, you make certain the most important activities are completed. Additionally, it is important to think about the target audience for the new business—to make sure all marketing plans have this group in mind.
Working with a Small Budget
With a new business, the marketing budget is more likely to be on the small side. This may mean taking advantage of low-priced and free marketing options. Social media, SEO, content marketing and other methods of building web traffic (even if it requires hiring press release writers and SEO experts) are inherently less expensive than television ads and direct mail. Depending on the targeted audience of the new business, you may have to use a combination of inbound and outbound marketing methods to reach the most customers possible.
Developing the new brand and putting it in the public’s eye is very important. Think about some of the biggest organizations in the industry you are working with. What first comes to mind? Quite often it is the logo, color scheme or slogan. Think about the ways that you can make your brand stand out from the crowd and become synonymous with the product or service you offer. Making your audience aware of your brand to begin with is one of the most important first steps for marketing a new organization.
As you can see, there are certain considerations and possibly concessions that must be made when marketing a new business. However, the most important thing to remember is that the goal of all marketing programs is essentially the same: to put the company or brand in front of people who may want to purchase or use the product or service it offers. Keeping all of these things in mind allows you to put together a marketing campaign that will enable the business to move from “new player” into an established organization, eventually allowing you to explore other marketing options as well.
Tracy S is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.