DIY Marketing – Branding Your Business – Do You Know the 7 Key Steps?

In a sea of competitors in your niche, how will your company find a foothold? Your number one marketing goal is to make your company known. Prospective customers cannot buy from you if they do not know you and what you have to offer. “Branding” your company means to establish and project a consistent, dynamic, powerful and memorable message about who your company is and what your company does.

Here are 7 key steps to branding your company:

1. Write or refine your company’s mission statement. Explain why your company exists. A mission statement usually involves two parts. The first states a problem your prospective customer has that needs a solution. The second explains how your company can provide the solution — and do it better than anyone else. Express succinctly and accurately your company’s mission and you will have established the “theme” for your brand. Do this step first and it will make the rest of the branding process flow smoothly.

2. Clarify your company’s “theme”. Your company’s theme flows out of your mission statement. Your theme is a tangible or visual expression of the intangible, mental image you want the public to have of your company. Your theme should evoke emotion from the viewer based on the image you want to create of yourself or your company. If you are a personal injury lawyer, you may want to convey the image that you are an aggressive fighter for your injured clients. If you are a printing company, you may want to convey that you are fast and a perfectionist.

3. Write a memorable tagline that expresses who you are and what you do. Have some fun here and be creative. The key is to make it memorable. Humor or a play on words often help to make a tagline memorable. Spend some time looking at other companies’ taglines. Use them as a guide for creating your own.

4. Write a newsletter. Distribute your newsletter monthly or weekly via email or direct mail. The goal is for your company’s name and products to stay in the forefront of your prospects’ minds. When they go looking for what you have to offer, they will think of you as a trustworthy source, because they already know you and trust you.

5. Create a website. Add new, informative content at least once a week. Your website or blog should be the hub of your marketing endeavors. All roads should lead your customers to your website. It is here that customers and prospects can find everything they need to know about your company and the products and services your provide. It is here that you have complete control in creating the image you want the public to have of your company.

6. Write and publish articles regularly. Distribute your articles on the web in article directories like EzineArticles.com and in print publications. The goal is to establish yourself as the expert in your niche and then guide readers to your website or blog to learn more about your company’s products and services.

7. Participate in local and national conferences in your niche. Participate at least twice a year as an attendee, or better yet as a presenter, a host or exhibitor in local and national conferences. You want to become known not only to prospective customers but also to others in your niche as an active leader in your field.

Why Your Small Business Needs a Professional Marketing Plan

Many small business owners know that they need to promote their businesses – in other words, they know they need to be doing marketing activities of some sort. Yet choosing the right mix of activities seems like an impossible task. Should they focus on building a new website? Running ads in the local newspaper? Sending out direct mail or email, or perhaps posting to social media?

Even if a business owner chooses a few activities to try, often they’re not sure when or how often to run those ads, send out the emails, or mail postcards. Understanding small business marketing and developing an action plan often feels overwhelming for a small business owner. Combine that overwhelm with time pressures and the limited budget of a typical small business and you suddenly understand why few actually have a written marketing plan in place.

What’s so important about having a written marketing plan in place? Why can’t you just sit down with your staff and come up with a few ideas, then go out and use them to promote your business?

You can certainly sit around the table and brainstorm ideas, but without a written plan, how many of those ideas will actually be carried through to completion? And if you do have several ideas you need to choose among for your activities, how do you sort and weigh them to understand which promotional idea can potentially yield the best return on investment? Who is going to actually create the promotion, make sure it is placed or mailed on time, and then follow up to count the responses to see whether or not it was worth it?

As you can see, there’s a lot to know and remember when you’re planning your small business marketing. That’s where a marketing plan and a professional marketing consultant can help.

A marketing plan created by a professional marketing consultant who knows and understands the unique challenges that your small business faces may focus on several key areas. These areas may include goal setting for your business, understanding the business and competitive environment, defining the products you’re selling and the messages to share about them, and then creating a marketing strategy and action plan (tactical plan or marketing mix) to direct your activities in a focused and measurable way.

I’ve seen some great marketing plans that were detailed and creative, but they sat on a shelf and gathered dust. Why? Because they weren’t focused on action! A marketing plan without an action plan and clearly defined tactical steps is like a scientific research report; rich with information but offering little practical value. Small businesses don’t need a research report – they need a focused, clear action plan.

There’s a balance between the background information that informs the action steps a small business should take and a tactical-only plan that focuses solely on the promotional methods. As a business owner, you have to know and understand the marketplace forces, your customers, what you’re selling and the advantages you have before you roll out any promotional campaigns. Yet most business owners focus solely on the promotional aspect because it makes them feel like they’re finally taking action and getting some marketing steps accomplished. Action without strategy, planning and forethought, however, can lead to missed opportunities and wasteful spending as you put money into marketing activities that may not reach your customers nor communicate the messages that will resonate with them. And marketing activities without some sort of assessment or tracking can lead to wasteful spending. If you don’t know how many new customers you have reached or how many sales you achieved from your promotion, how do you know it was worthwhile?

Before spending more money on your current marketing activities, take a moment and consider what it would take to have a professional create a marketing plan for your business. With a professional marketing plan in place and someone to coach you through the activity steps, you may have a better chance at achieving your goals, attracting new customers, and selling more. And in the end, isn’t that the result you want from your marketing programs?

Should You Hire an Internet Marketing Expert?

Starting out in internet marketing is almost always overwhelming
to e-business newcomers, even if they are seasoned business
professionals or marketing experts. Internet marketing is truly
original and quite different from traditional marketing. The
complexity is compounded for those who do not have vast
experience operating or marketing a business. Whatever the
circumstances, many new internet entrepreneurs ponder the idea of
hiring an internet marketing expert to get their internet-based
business off the ground.

There are different types of internet marketing experts who
provide various levels of support and services. Hiring or
contracting to a full-service internet marketing expert can be
quite expensive, but using limited services of an internet
marketing expert can be both cost-effective and advantageous for
a new internet business. Another option to hiring an internet
marketing expert is to pursue training and educational
opportunities in internet marketing that will prepare you to
become an internet marketing expert yourself.

Some services offered internet marketing expert firms include:

1. Preparation of marketing plans

2. Internet marketing
consulting services

3. Management of specific internet marketing
campaigns

4. Full-service planning and management of the internet
marketing program

Having an internet marketing expert craft a marketing plan that
is specific to your business is a good way to gain an
introduction to internet marketing and to realize your internet
marketing potential. A marketing plan prepared by an internet
marketing expert should contain an analysis of your business and
your industry as well as identifying and evaluating your
competition and recommending a niche market for you to target.

The internet marketing expert should also outline internet
marketing strategies for you to use to reach your target market
and to drive targeted traffic to your website. Specifics of your
planned internet marketing campaign should be included in the
marketing plan along with milestones and an internet marketing
budget. Using an internet marketing expert in this capacity will
provide you with a clear internet marketing plan that will serve
as a guide for your internet marketing program.

Internet consulting services provided by an internet marketing
expert can be provided one-on-one, through classes or through
coaching. Generally, such consulting services accomplish the same
thing as a marketing plan prepared by an internet marketing
expert, but they are less formal and more intended to condition
you to prepare and administer your own marketing plan and
program. Working with an internet marketing expert on a
consulting basis is a great way to learn about internet marketing
and to prepare yourself to manage your own internet marketing
program.

Sometimes you may find it beneficial to hire or contract an
internet marketing expert to manage a specific area of your
internet marketing campaign that is time consuming. Search engine
optimization and pay-per-click management are examples of these
specific activities that may benefit from the use of an internet
marketing expert. Both require ongoing monitoring and adjustments
to be continually effective and cost-efficient. Linking campaigns
are also ongoing, time consuming tasks that you may want to
consider outsourcing to an internet marketing expert.

A full-service internet marketing expert generally provides a
wide-array of internet marketing services. Among them are the
marketing planning tasks of reviewing the industry, identifying
the competition, analyzing the market, pinpointing a target
market, developing a unique selling proposition, identifying
marketing methods, and planning the marketing budget. Once the
marketing plan is in place and approved by you, the full-service
internet marketing expert actually launches and manages your
internet marketing campaign.

Considering all of the levels of service that an internet
marketing expert can provide will help you to decide whether or
not to hire an internet marketing expert. The main advantages of
using the services of an internet marketing expert are access to
expertise and freeing up your time. The disadvantage, of course,
is the cost associated with the use of an internet marketing
expert. In making that crucial decision for your unique business,
a cost-benefit analysis can provide guidance to ensure that you
make the best decision for your business.

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