What Every Entrepreneur Should Know about Marketing

Now that you’ve got a great idea and a great product, it’s time to start marketing it but not every entrepreneur knows how to do this effectively.  Marketing your small business can be exciting and manageable once you understand how to truly do it.  That said, it can get a bit overwhelming when you are just starting out.  There are millions of ways to market your business but consistent profits come from understanding what your market really is at the core and developing a strategy that will help you use all the tools available to market in a productive way.  It is essential that every entrepreneur have a solid marketing plan in place because if nobody is using your product, you can’t move forward with your business successfully.

First off, tell your audience what you do over and over again.  Marketing doesn’t happen in a vacuum; you have to keep talking to people about your product and service.  A lot of young entrepreneurs are reluctant to talk about the product they are selling as they may incorrectly assume people already understand what they do and what their goals are.  Consumers are inundated with information about new products every day and a lot can get lost in translation.  “Successful marketers understand that we all need to see or hear marketing messages more than once before we take action.”  Find creative ways to tell people what you are doing so they are excited to receive that information.

Next, go out into the marketplace and test your plan.  The only way you’ll know if something works is if you stop overthinking it.  Try focus groups.  Getting feedback from your key demographic is essential.  Ask people what they want to hear and what engages them.

Have a marketing goal in place.  Things such as social media and blogging are key to marketing success but they don’t get results unless you have a plan on how to actually use them to get those desired results.  Get clear and focused on what you want your marketing results to be.  Think long and hard about how many people you are trying to reach and figure out a plan to reach them.

Remember, it’s easier to sell people what people already want.  You can’t always explain how your product will revolutionize your customers’ lives without a strong marketing focus; it takes time for them to understand new products and services.  Marketing is about giving people what they want not about what you think they need.  Your customers simply want enough information to understand what you are selling.  Don’t inundate them with mundane information.  “As a marketer, your job is to create offers that appeal to your target customer and your bottom line.”  Give customers enough of what they want so they get excited but not turned off.

Be who you are.  While it’s wise to look at the competition and see how they are marketing, make sure you are marketing your brand in the most effective way that gets to the essence of what you are selling.  Make sure your customers knows how you stand out from others in your field.

Become an information source to your customer.  While it’s key to focus on what you are selling, give your customers real-time information that is of interest to them and lets them know you are a leader in your industry.

Avoid clichés like the plague.  As I’ve said, make sure you stand out.  Be original in the way you market.  You want to seem innovative to your customer base.  Don’t do what everyone else is doing.  Be creative.

Lastly and most importantly, go where the customers are.  “While trade shows, media coverage and the rest might be important, nothing beats customer interaction.  Don’t just blast out information with no interaction.  Customers will become loyal if they feel like you are talking directly to them.  For most people it’s not about buying a product, it’s about buying a feeling and what that product means to them.  Remember that it’s key to try to create a personal relationship with your customer base and target audience.

Here are some articles you might want to check out on what every entrepreneur should know about marketing:

“Practical Marketing Tips for New Entrepreneurs”: http://online.wsj.com/article/S60119NEEDLEMAN.html

“What Entrepreneurs Need to Know about Marketing”: http://smallbusiness.chron.com/entrepreneurs-need-marketing-56106.html

“80+ Tips for Entrepreneurs and Business Owners”: http://rescue.ceoblognation.com/2012/11/21/what-are-your-top-3-marketing-tips-answers/

“What Entrepreneurs Need to Know about Marketing”: http://yourbusiness.azcentral.com/entrepreneurs-need-marketing-8654.html

Until next time…