marketing your business in five steps

Most small businesses struggle with setting up a marketing plan - generally not their area of expertise. Marketing is integral - you need to get your name out there if you are to bring in those much-needed customers. Here are some steps to consider when drawing up your marketing plan:

1. Your target market
Think of who you are aiming at - their average ages, income, jobs, interests and where they live. The more detail the better, as it will help you to consider the next step:

2. What medium are you going to use to advertise?
Once you have considered the demographics of your target market, you will have a better idea of what medium to use, be it radio, television, print media or websites. Once you have decided on this, research further to decide for example which magazine - if your product is aimed at music-loving teenagers, your money would be wasted placing an advertisement in Financial Mail! There are a number of other ways of advertising without spending a lot of money - from hand-delivered flyers to promotional items given out at a traffic light, but remember to…

3. Be clear and direct in your approach
If an advertisement doesn't make its point in the first sentence - your audience will quickly switch off. Sell the main benefit of your product first, before going into the finer detail - and remind the customer of how it can benefit them directly.

4. Make use of free publicity opportunities
Most media are always looking out for something new and exciting - an excellent marketing opportunity which will impress potential customers. Send out press releases, drop off free samples, take advantage of online listings, or contact spokespeople directly, you are bound to hit it lucky eventually!

5. Be consistent in your marketing efforts!
Rather than blow a fortune on a once off campaign, think about your budget and consider a consistent ongoing campaign. Going back to our teenagers, for example, for the cost of a one-month television campaign during "Music Chart Countdown" that everyone will quickly forget, rather consider an ongoing and far more affordable campaign in Top 40 Magazine. Remember to always keep your target market in mind, hitting them with your message again and again (marketers believe that an audience has to hear your message at least 7 times before they will consider buying).

Keep the above steps in mind when drawing up your marketing plan - be creative, and above all consistent!
Happy marketing!