You’re just starting a business and need more customers, right? So you probably should be doing some marketing. But maybe you’re not entirely sure just what that means. Do you advertise? Put on events? Send out press releases? Exhibit at trade shows? What does it really mean to market your business?
In the strictest sense of a definition for marketing, it is not a single action but a combination of steps your business takes to identify, attract and retain profitable customers. It includes everything from market research, advertising and packaging, to the clothes your employees wear, the smiles on their faces, your billing practices, customer service, thank you cards, email newsletters and dozens of other items.
In short, marketing is the very core of your business, so it’s important to position yourself properly before you set foot in the marketing arena.
For example, can you clearly identify what sets you apart from the competition - what differentiates you? It’s tough to market yourself without having this clear in your mind. Develop a simple sentence or two that defines what compelling advantage or value you offer and how it solves a problem and makes the customer’s life easier.
Be specific. Pinpoint the customer “pain” that your product or service will relieve and the results they will see from the product or service your business offers.
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