3 Key Marketing Steps for Small Businesses
Here in Utah, we like to call Salt Lake County and Utah County the “Silicon Slopes.” Now whether or not the Bay Area would agree with that statement, one thing everyone can agree on is that Utah is an incredible place for startups and small businesses to flourish. Just because Utah is great for small businesses, doesn’t mean the business will automatically be successful. No matter what a business or product is, every company needs a great marketing campaign.
Not all marketing techniques work the same, different industries are going to vary in how to market its services and products. For example, we created an ad for Garfield County Tourism in 2016, which invokes emotion and speaks to the adventurer inside of us. Basically, the ad just makes you want to explore the world. This ad was successful because it speaks to the audience we were trying to reach in a strategic way and meets their self-interests.
While part of the challenge of marketing is deciding exactly what you need for your industry, we want to provide three basic steps that any new business can follow to start a great marketing campaign.
1. Research!
Research is one of the most important aspects of marketing and also the most tedious. We know that research is not the fun part. But guess what, research is worth it. We promise. When conducting research you need to find out who your target audience is, who your compotation is, what is your community like and so on.
Make sure to spend an abdicate amount of team researching your audience because picking the right public can make or break a campaign. If you’re targeting the wrong people, you could have the best dang ad campaign since Mad Men, but no one will notice. More importantly, you won’t be able to drive sales.
Once you figure know who your target audience is, then you get to do more research. You need to know the public’s demographics such as their age, gender, where they live, if they have kids, grandkids and so on. Also make sure to know the consumer’s psychographics, which includes beliefs, attitudes, lifestyle and self-interests. All of this information from your research will be key as you channel messages to your target public(s).
2. Develop your message
Ever heard of an elevator pitch? Elevator pitches are important, but take your pitch to the next level and develop a 25-word, a 50-word and a 100-version of your message. Your message needs to be developed around how your company can help your customers by easing their pain points, frustrations or meet their desires. This is where your research comes in, base your content on the research so your messages don’t get lost in other, less important information.
Your message should also include your defined brand. Sticking to your brand in messaging is important across all channels, whether you stick with traditional advertising or throw some digital marketing into the mix. Make sure your brand is clearly defined before you start channeling your inner artist and make a creative design only to find out later that the colors, fonts or images are all wrong and do not send the right message.
Remember that your branding is your audience’s first impression of the company. How do you want potential customers or clients to feel when they see your brand for the first time? If you’re a tourism office, maybe you want them to feel excited and entice their imagination. If you’re a homebuilder, maybe you want them to feel safe and comfortable. No matter what you want your brand to represent make sure it is sending the right message to your public.
3. Don’t forget about PR
Earned media is a valuable and cost effective way to share your message to the right audience. However, you can’t get your message in the media without work and positive relationships, which is where public relations comes in. Public relations uses storytelling to build two-way relationships between your businesses and your audience, whether it be journalists or consumers.
If you are new to public relations become familiar with your industry in the news. Know how journalists and experts talk about your industry, why they talk about it and who is reading the content. Once you understand your industry in the media, reach out to reporters that specialize in that industry.
When you pitch to the media, demonstrate how your topic can be of value to readers. PR is all about thinking like a journalist and your audience. If you send reports a story idea that will get readers, get traction and ultimately help the media, a journalist would be remiss not to publish it.
Reporters can smell a promote-y piece that should really be a paid advertisement, a mile away. Instead, write a piece that will offer value to reporters, and use it to become a thought leader and industry expert.
A successful pitch can land your business in the media. For example, in 2016, Utah Valley Parade of Homes was in the news, not because we told readers to buy tickets, but because we told a story of an organization that gives back to the community through a popular event. The pitch was successful because we did not brag about the company in our pitches.
Now that you know these three steps you will be able to start on your marketing journey. Any questions? We’d love to hear from you. Contact us below:
