First Things First: Getting Started with Marketing Your New Business

Are you planning the launch of your new business? Have you launched already and need to grow? Did you attempt to promote your business already but need some help with figuring out this whole "marketing" thing?

Welcome, we're glad you're here. Let's talk marketing 101.

Most aspects of your business include at least some marketing - sales, customer service, product development, industry partnerships, hiring, and even HR.

So, how can you tackle marketing your new business without getting overwhelmed? Read on for actionable tips for getting the marketing basics right.

Begin at the end.

Before creating promotional materials, booking ads, or buying exhibitor space at an event, clearly define your ideal outcome and customer. Use this information to guide all of your marketing efforts and stay focused on your mission.

We recommend that you research:

• Target customers - What are the commonalities between the people or organizations you hope to sell to? Research their demographics, likes and dislikes, and locations. It pays to do as much research as possible in this area.

• Sales and growth targets - What growth do you hope to achieve, and how quickly? Where do you see your most significant opportunities? What do you expect will be some roadblocks you'll encounter?

• Industry trends - Is the market on the upswing or in a slowdown? Consider the unique opportunities that both market conditions can create for your business. Look for social, cultural, and tech trends to turn into opportunities.

• Competitors - Take time to understand which marketing efforts are working or not for your competitors.

Who are you?

It's important to greet your prospects with a brand that looks and feels thought out, professional, and on target for your audience.

Before you start promoting your products or services, make sure to have a clear brand identity:

• Naming Your Brand: Branding starts with your company name; if you're still selecting your moniker, check out these tips from The Marketing Society for effective naming practices.

• Visual Branding: Select a logo, including primary, secondary, and icon logo options. Set your brand colour palette, fonts, typeface and other design elements. Apply these consistently in all digital destinations and print pieces. To start creating your brand identity, check out this helpful free guide from Canva!

• Your Brand Voice and Personality: Take the time to consider what will make your entire company sound like one brand as you grow, how to communicate in a way that catches the eye of your prospective customers, and how to use communications to help your brand stand out. Build your brand personality and voice. Start with this helpful article from SEM Rush.

First Impressions Online

You'll want to create easy paths toward a purchase to win over and retain customers. Online, this means making sure that all of your digital destinations are as informative, easy to navigate, and easy to use as possible.

Start by designing an intuitive, user-friendly website that loads quickly and is responsive on all devices. Keep written content clear, compelling, and concise. Make sure that both copy and visuals communicate your brand's identity and competitive difference. Customer reviews and testimonials add credibility to your site, so gather and feature these prominently.

No matter which industry you're in, adding e-commerce capabilities to your website is a great idea. Prioritize building a seamless and secure checkout process, offering various payment options to accommodate your customers' preferences. Enable customer service tools on your site and be available and responsive to any customer requests you receive.

The good news is that many digital platforms and tools today are focused on helping small businesses grow online and make it easy to create websites, email programs, and apps without a technical background. Feeling stuck? Contact us if you need help with your online presence and e-commerce.

Support your e-commerce and online brand-building efforts with social media profiles and marketing, as well as a blog helps to drive traffic. Take the time to build a strategy that integrates organic social media posting with influencer marketing, and consider if paid social ads might be a worthwhile investment.

First Impressions IRL

If you have a retail presence, a great first impression means creating a well-designed, inviting storefront optimized to communicate your brand identity and showcase your products or services.

Invest in eye-catching signage that displays your store's name and logo, and build window displays that showcase your best-selling or most unique products. Make sure your entrance

is welcoming and easy to find, with clear pathways and accessible entryways for all customers, including those with disabilities.

Inside the store, organization is key. Arrange your space in an orderly and aesthetically pleasing manner, with attractive displays and product groupings that tell a story or create a theme. Ensure that the aisles are wide enough for customers to move comfortably and have ample space for them to explore without feeling crowded.

Last but not least, make sure that friendly and knowledgeable staff members assist store visitors.

Need help figuring out where to start with retail planning? Contact us for guidance.

Email - the Queen of Organic Marketing

When done right, email marketing can be the jet engine to your growth plans. Email marketing is cheap, has the potential for colossal reach, and can help you build strong customer relationships.

Email marketing opens a direct line of communication with customers, allowing your business to share promotions, product updates, and valuable content directly into their inboxes. It's a unique and time-proven way of building brand loyalty and trust, which is crucial for nurturing customer relationships, driving sales, and gaining repeat business.

Most email platforms allow you to segment your contacts, which increases the relevance of the information you send to different parts of your audience. Getting segmentation right is a crucial consideration for smaller businesses trying to stand out in crowded marketplaces.

Email campaigns can also be easily tracked and analyzed, providing valuable insights into customer behavior and preferences. These insights are invaluable for course correcting in the moment and building long-term strategies.

To get started with email marketing, consider the following:

• Choose an email marketing platform that best suits your needs.

• Get informed about email marketing regulations like CASL, GDPR, and CAN-SPAM.

• Build a marketing email strategy- create email streams and content based on this plan.

• Build a transactional email strategy - create email streams and content based on this plan.

• Build and schedule your first emails strategically, considering factors like your audience's time zone and email habits.

• Track the performance of your emails and optimize your upcoming email campaigns based on results.

• Be sure to take care of list hygiene regularly!

The Helpers

These are just some marketing basics we recommend you focus on as a new business.

Your marketing priorities will change as your business grows, and truthfully, this area of business keeps everyone on their toes as it constantly evolves. It's also a time-consuming part of running a business. However, getting marketing right is important since it creates a pathway for your customers to find you and continue to buy from you.

If you need help to balance marketing your business with your other responsibilities, consider if partnering with a marketing consultancy might be the right answer. Consultancies focused on supporting small businesses (that's us!) can be an affordable way to access a wealth of expertise and experience in various aspects of marketing, including digital marketing, social media management, SEO, and more. This type of partnership can drive stronger commerce results, deliver more sophisticated marketing campaigns, and free up valuable time for your team.

Moreover, marketing agencies can provide a fresh perspective and innovative ideas, helping small businesses stand out in competitive markets. They can also adapt strategies to changing market conditions and consumer trends, ensuring campaigns remain relevant and effective. Overall, collaborating with a marketing agency can be a strategic investment that enhances a small business's visibility, brand reputation, and long-term success.

Do you have questions about getting started with marketing? Contact us today and let’s chat!

• Your Marketing Apothecaries, Joanna and Monika