In the early days of a start-up, you have to wear pretty much every hat possible. You have to develop your products, sell and support them, keep your accounts and other legal documentation up to date, and never take your eyes off cash flow. All of which, plus managing a few people, takes up lots of time and energy.
Marketing is one of those things that are a bit ethereal. It’s not concrete. It doesn’t deliver immediate results. It’s so intangible that it’s easy to push it to another day. Isn’t it?
You may want to reconsider doing that. Ignoring your marketing could be the biggest risk to your company’s survival. There’s still time to get started though, if you keep a few of these tips in mind.
When it comes to marketing, entrepreneurs have to remember that it isn’t always an “either/or” proposition, especially with small business owners that already have a physical presence with brick-and-mortar stores in place. You can still pursue traditional offline marketing techniques while getting your brand’s message out to a broader audience range through social media platforms. Diversity is key to capturing as much of your market as possible and offline marketing, for all intents and purposes, isn’t dead just yet – it’s still a tried and true method in the following areas.
Although newspapers may be seen as a dying medium with its main consumer base composed of baby boomers, there is a still good reason for you to have an ad printed in your local paper. According to the 2013 Nielsen National Cross-Media Engagement Study, newspapers have the highest advertising effectiveness ratings, beating social media, TV and radio in “Likely to Purchase,” “Usually Noticed” and “Advertising Annoyance” categories.
With the myriad of available resources online full of advice on how you should run and market your business, it wouldn’t be surprising if you tried most, if not all of them, on for size. While doing so isn’t wrong necessarily, there are pieces of marketing advice that can contradict with your business’ principles. When this happens, these kinds of tips can be counterproductive instead of advantageous especially if something goes wrong with your business despite following that particular piece of advice exactly. Watch out for these six big marketing mistakes – you may be committing them without even realizing it.
1) You assume that your customers think just like you.
If you’re the kind of entrepreneur who is able to pull brilliant ideas out of thin air and that your customers will “get it” despite risking ambiguity, hats off to you. But most entrepreneurs can’t afford to think or act like that. Ignoring what your customers have to say about your product and settling with what you think they’ll like can put your business in jeopardy. Avoid this by soliciting feedback from your customers on a regular basis. What they have to say about your product can help you decide which areas you should put less of a focus on and the ones that you need to strengthen.