Q: What is marketing?
A: Everything you do to define your product value and deliver it to consumers who are most likely to want or need it.
Q: My business is profitable. Why do I need marketing?
A: Your business cannot survive without it. By offering something people need, it is crucial to: communicate your message effectively, frequently, consistently.
Q: Where do I start?
A: Marketing starts and ends by understanding what drives your customers to buy your product and the most effective ways to communicate that to them.
Q: Why do I need a plan?
A: Without a plan, many businesses handle marketing by trial and error or guesswork that wastes valuable resources. Among other components, your marketing plan will determine:
1. What is my primary message?
2. What are my business strengths?
3. What are the characteristics of my customer base and ideal prospect?
4. How do I communicate my message where prospects, live, work and play?
Q: My product is similar to others. What should I do?
A: Differentiate your business by figuring out exactly how you are more valuable to a client compared to your competitors. You already know this, or your business would not be successful.
Q: What should I advertise?
A: Many businesses adopt the “I’m the best, so buy here now” strategy. This unfocused approach wastes advertising dollars. Effective marketing identifies your value to consumers and targets a specific audience who wants or needs it.
Q: Why do I need a special budget?
A: A well-defined marketing budget will save your business money. Many businesses have a line item called “marketing” or “advertising”, and that’s a great start. Beyond that, this line item often rolls over year after year because business owners don’t have time to take a closer look, nor do they know details about where the money is more effectively allocated.
Q: My business is small, and I don’t sell online products. Why would I need a website?
A: In the 21st century, even the smallest business needs a website. Here’s why:
1. Immediately establish credibility and legitmacy
2. Generate leads, reach new customers and support existing ones
3. Make it easy for prospects to find you at their convenience, not yours
4. Define your experience & how your product is different
5. Link all your marketing efforts by driving customers to your website.
Q: Do I still need brochures if I have a website?
A: Yes. First off, a brochure costs money. That alone tells prospects that your business is legitimate. Secondly, it is a simple cost-effective way to provide information about your company to many people. Communicating your message in different ways helps keep your business “top of mind” with prospects and customers alike.
Q: I’m a sole proprietor. Why do I need a logo?
A: Your logo is the visual mark that represents your business to the outside world. It helps people find you and also remember you. A professionally designed logo makes your company look established and successful.
Q: When is the best time for a logo facelift?
A: It’s often unwise to abandon your logo completely, but a facelift may be in order. You may just need some streamlining, and a tweak of the basic shape and design.
Q: What basic marketing tools does my business need?
A: Listed below are must-haves for a business:
1. Professionally designed logo artwork
2. Printed business letterhead, envelopes,cards, invoices, bid sheets
3. Website
4. Email address with logo signature.
5. Brochure(s)
6. Flyers
7. Advertisements
8. Signage
9. Thank you cards (logo imprinted)
10. Customer letter, newsletter, e-blast
11. Logo-brand clothing