Today brands are fighting for the attention of their respective markets. With your potential client being inundated with a lot of information, it’s important to attract their attention in a way that doesn’t leave them irritated with your brand, rather than willing to engage. To do this you need a sound startup marketing strategy that targets the right audience.
Identify what makes your business unique
Remember you’re fighting for attention so when setting up your marketing strategy you need to consider how you can make it stand out. You’ll need to identify the unique characteristics or values that your company upholds. Let’s say you’re a recycling company, one of your key values will centre on being eco-friendly.
Having already identified these characteristics will help your company further down the line when you have to craft engaging social media posts and blogs. In the case of the above, you could write inspiring stories about how your business keeps true to your eco-friendly value, like having recycling bins in your office and how you encourage your employees to be more environmentally responsible.
Set clear goals in the beginning
Your time is precious when building a small business, you can’t afford to waste it by taking on a task with no clear plan behind it. Clearly outline the goals behind your strategy, like increasing your social media following, gaining more leads, making people more aware of your business or increasing sales. This will help you choose the best tactics and when it’s time to see how well your strategy’s done, it’ll be easier to measure its performance.
Reach out to a niche audience
For a small business, it’s tempting to want to reach out to the largest possible audience, but this can be counterproductive because you could attract people that have no interest in your product. According to Mashable: “Rather than trying to attract any potential customer, zero in on a target segment that will help you reach your short-term goals.” First attract the right clients then worry about expanding later, if you offer a great service they will spread the word all on their own. You attract the right clients by giving them content they’ll want to read, which brings us to the next step.
Have a clear understanding of who your target audience is, what problems they face, and how your business can provide a solution. What would be the best channels to communicate directly with them? Not all channels work the same. When talking to a businessman you would probably catch their attention on LinkedIn, whereas a stay-at-home-mom and décor enthusiast would be probably be the most reachable on Pinterest.
The power of content in your small business marketing plan
Now that you’ve defined your target audience and set clear goals, you can easily map your content marketing plan. Next, determine the type of content that you’ll use to reach your target audience. For instance a blog post or Q/A with a popular interior designer may interest the Pinterest mom and a video tutorial or infographic for the businessman.
If you struggle to come up with ideas search the internet for help, read blogs within your industry or try this. After you’ve mapped out the type of content you are going to use create a schedule to help you stick to it. If you struggle on your own consider the service of a content marketing company to ensure your efforts will pay off.
Don’t forget about your website when laying out your startup marketing plan
Your website plays an important part in your startup marketing strategy You can’t afford to neglect your online store because it’s the face of your company, if it lacks personality or looks unprofessional your audience is going to notice. If you need more help in this regard, download our helpful small business marketing guide to get you started.