If 2019 is the year you finally start your own business, make sure your marketing isn’t an after-thought. Even the most phenomenal service or product won’t get very far if nobody knows about it!
No idea where to begin? We’ve put together some top tips to get you started.
Set yourself goals
Before you take out a front-page ad, ask yourself what you’d like to achieve through your marketing. More enquiries through your website? Interest in your business event? Or simply making more people aware of your brand? Whatever it is, make sure you keep it in mind every time you make a marketing decision.
Keep track of what works and what doesn’t to help you make more informed choices. For example, you can integrate Google Analytics into your website to see where traffic is coming from and what people are clicking on most. If you’re using social media to promote your company, creating a Facebook business page allows you to get insights on your posts, see reviews and make polls for instant feedback.
Know your brand
Brand identity isn’t just buzzword for marketers, it’s about knowing ‘who’ your brand is. The key to good brand identity is consistency. Marketo states, ‘If a visitor comes to your social media page, they should immediately recognise that page as part of your brand.’ This should be achieved through your logo, colour palette, fonts, choice of imagery and tone of voice.
What is tone of voice? Think about your company – are you professional and factual? Cheeky and relatable? Consider your industry, your audience and what will resonate with them. Wordstream says, ‘A brand story conveys the history, purpose, and values of a business in a narrative that resonates with consumers and makes audiences feel emotionally connected.’
To give you an example, communication technology company, Huawei, keep their messages on social media consistent with their strapline: ‘Building a Fully Connected, Intelligent World’.
The content they create often refers to collaboration, connection, innovation, business and education.
Alternatively, brands targeting a younger or more family-orientated audience may take a more relaxed approach to their public-facing communications. For example, innocent smoothies are well-known for their humorous and ‘off-the-cuff’ social media posts and replies.
Remember your audience
Your brand identity is defined by your audience and their expectations. Creating memes and posting bad jokes might be fun for you but may not be the right call if you’re a funeral director. Consider what your audience looks like; their age, gender, location, income, etc.
Understanding your audience will help you choose which social media networks to be a part of, which publications to advertise with and how to approach customer service. Do your research and take on feedback as it comes.
Read our blog on targeting the right demographic here.
Call to action
Your product is great, your logo is clear, your website is slick, you know your brand inside out and you’re starting to create quite the following on Twitter and Facebook! But… still no sales?
Sometimes people need a point in the right direction, and this is where a Call To Action comes into play. A CTA lets your audience know what to expect when they click on your post/ad/web banner and can direct people to the relevant part of your website quickly.
Be direct and make the Call To Action seem worthwhile, for example:
- Buy now and get 20% off your next order!
- Download our free e-book
- Call today for a free quote!
Be sure to include the relevant links, numbers or email addresses that direct people to your offers so customers don’t have to search for the information.
Get a helping hand
Starting a new business can be stressful enough without having to think about creating an engaging and relevant content schedule. If you’d like to give your business a running start, why not get in touch with our Digital Marketing team today?
Better yet, we can make sure your brand looks great and your website keeps creating leads – find out more about what we do at Purple Sprout.