You know you need to market your small to midsized business, but you don’t know where to start. Your budget’s probably pretty tight, but it’s necessary to promote so you can create lasting growth. I understand where you are, because I’ve been there myself. I’ve decided to share some marketing basics for businesses just to get you started.
First and foremost you need to determine who your ideal customer is. I know, I know, it’s easy to just say “everyone” when asked this. But really take the time to pin it down. Are they local or national? Men or women? Are they bargain shoppers or do they have a lot of disposable income? Etc. Knowing your ideal customer/client will help you figure out how to tailor your marketing to appeal to that group.
Secondly, make yourself a plan. You want your efforts to reach and draw in your ideal. You don’t want to be wasting time and money in the wrong places. For example, a fast food restaurant probably wouldn’t want to spend time marketing in a fitness center or to an organic & health conscious subset of people.
Whether you’re doing-it-yourself with your marketing materials (ie brochures, ads, social media) or if you’re hiring a designer, which I speak about here Why Should I Hire A Designer, you’ll at least know the places to be concentrating your efforts. You’ll have a good idea of what’s going to resonate most with your ideal customers/clients.
Knowing your ideal customer and having a plan will keep you from wasting both time and money in places that won’t generate many sales. And it’ll get you headed in the right direction with your efforts.
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