As a small business owner, you may ask, how do I know when is the correct time to start marketing? Well, the only answer to that is Right Now! The success of your business depends on you and the sooner you begin to sow the sooner you begin to reap. Understandably, initially you may feel frightened of making mistakes and failing, but don’t allow fear to prevent you from taking action. Not only should you accept that you will make mistakes, you should embrace it. Mistakes are part of the process and each one has a lesson to be learned. You will never feel completely ready, so you may as well begin immediately.
Now that you’ve decided to start marketing today, your next step is figuring out whom to market to. It is crucial to have a plan for your ideal client profile or a target audience because if you don’t know who you are talking to, you won’t know what to say. As a small business owner, it is extremely important to select a viable target audience, meaning it is actually worthwhile to market to these people. Your audience should have a problem worth solving, have the ability to pay for your product or service, can be easily reached in large numbers inexpensively, and congregate often. Even if your target audience is small in the grand scheme of the population, there still needs to be a massive number of these people to stay in business.
Once you’ve established your target audience, it is your job to identify and understand their needs. Never allow yourself to take your eyes off of the customer and make every effort to intensify your relationship with them. This personal touch will lead to authentic marketing and help maintain your competitive advantage over large companies that have too many layers of bureaucracy to offer the same level of attention. Realize that your best and least expensive marketing vehicle is a satisfied customer.
When you are creating your marketing strategy, remember, keep it simple! Clever marketers are cognizant of the fact that the objective of marketing remains the same- achieving conventional goals, such as profits and success, with unconventional methods, such as investing energy instead of money. Keep in mind, a lack of resources and capital should not result in a lack of confidence. As a small business owner, you have the freedom to try new and innovative ideas, a luxury not afforded to huge companies. It is wise to begin your marketing campaign as soon as you’ve decided on a brand name and your product. Establish strategic partnerships or network with related business owners to start spreading the word and creating a consumer buzz around your product or service.
To thrive and prosper in this rapidly increasing world of small businesses, it is sensible to accept marketing as a never-ending process. Think of it as the breath to the life of your business. You could not exist with only one breath, so don’t think that your business will survive with one marketing effort. You keep breathing to stay alive, so keep marketing to stay profitable.