9 ways to market your new business

Every business should have a brand! But just having a brand won’t necessarily get you noticed until you tell people about it. Your brand is your identity and can go a long way in helping you attract and retain clients, however as a new business you will need to use some marketing techniques first.

Depending on what you sell, where you sell and who you sell to, you should utilise the techniques that will be most beneficial to your business. Here are 9 ways that you can market your new business, the benefits of these and tips on how to get the most out of them. 

Next post: What social media channels do you need for your business? Be the first to see new posts, sign up for notifications in the comments section at the bottom of the page for more.

SOCIAL MEDIA

Benefits

  • Exposes you to a large audience
  • Hugely influential
  • Increases brand awareness
  • Cost-effective. Most sites are free to sign up and to post content
  • Better customer service and customer relationships
  • Detailed customer behavior data
  • Increases traffic to your website as you can link to your website from posts, comments, pages, specific groups and more
  • Increases your SEO ranking
  • You have full control over your content

Tips

  • Create engaging content that captures people’s attention within first 5 seconds
  • Utilise any video content you have as it is more likely to reach a larger audience than text or images
  • Interact regularly with your customers to build trust and strong relationships
  • Create specific and focused goals for each social media channel as each has its own benefits
  • Show your brand in all communications
  • Research the best platforms for your business to optimise your results

WEBSITE / ECOMMERCE

Benefits

  • You can connect directly with customers
  • Showcases your brand and voice
  • Gives you a competitive edge
  • Reliable way to provide up-to-date and correct information
  • Expands your online market
  • Gives you total control
  • You can advertise your vacancies for free
  • Helps you manage customer data, email campaigns and newsletters
  • Provides a way to demonstrate your knowledge and expertise
  • Helps improve customer service
  • Creates useful analytical data to improve future campaigns
  • Includes a substantial initial cost (however it should be seen as an investment)

Tips

  • Invest in a good design and build
  • Create an eCommerce store to sell directly
  • Create informative, selling content focusing on the benefits of buying from you
  • Keep your content and contact information up to date
  • Optimise your site for speed and SEO
  • Analyse your website traffic continually to improve user experience
  • Create an email newsletter or promotions to keep your customers engaged and informed
  • Create a blog to showcase your expertise and knowledge
  • Create a strong brand image and voice on your site to build a good reputation

DIGITAL ADS

Google, Bing, Social Media

Benefits

  • Extremely measurable method of advertising
  • Helps you reach the right audiences using targeting
  • Fast way to build brand awareness and boost website views, sales, engagement
  • Complements other marketing channels
  • No minimum investment, you can set budgets and pause campaigns
  • Search Ads (Google, Bing) show up at the perfect time when customers are actively looking to purchase
  • Gives you an edge over competitors.
  • Social Media Ads help to create recognition and customer loyalty and gives customers an easy way to connect with your brand.
  • Reaches a larger audience and available to people all over the world
  • Provides useful data to help you improve future ads

Tips

  • Utilise your analytics to improve future campaigns
  • Plan, design and build great landing pages so that your ads are focused, targeted and provide a clear and easy ‘call to action’
  • Make lists of at least 20 keywords and negative keywords and phrases for your ad
  • Set yourself a budget so that you spend wisely
  • Know your target audience – who they are, where they live, their habits
  • Always try to add an image to your ad (images with people in usually perform better than brand logos)
  • Use retargeting option on Google AdWords
  • Ensure you produce high quality content from the outset to gain loyal customers

THIRD PARTY

Affiliates, Influencers, Marketplaces

Benefits

  • Performance-based so you will only pay for the conversions
  • Access to established customer databases and partnerships
  • Grows your reputation by partnering with trusted websites within your industry
  • Cost-effective. Only pay for what you earn and low marketing costs as the third parties will be marketing for you
  • Grows your traffic and audience rapidly
  • Inbound links to your website will improve SEO
  • Time-effective – managed by the third party
  • Increases sales – high-traffic channels or affiliates with loyal followers
  • Opens you up to a new customer database who may prefer to shop with a larger companies or someone they trust

Tips

  • Ensure you will make your desired profit margins as it can be expensive to use third-parties
  • Set a budget and ensure all partners are aware of it
  • Make sure you trust the third party to act responsibly on your behalf
  • Create a way to track inventory and availability with your third-party
  • Research the best websites or influencers for your specific product or service to reach the right markets and make the desired profit margins
  • Use collected data to work out the behavior of your target audience before selecting third parties
  • Use engagement data to choose influencers rather than just the amount of followers they have
  • Due to competition in these markets, research keywords, phrases and headlines to make an impact

BLOG

Benefits

  • You can showcase your expertise and knowledge
  • Increases SEO as your posts provide valuable content, more links and relevant search terms
  • Other sites will link to your posts as they contain topical information that is of interest
  • You can use it to promote your brand’s values and voice
  • Increases traffic to your website.
  • Becomes a great portfolio for your business
  • Gives you an opportunity to request feedback
  • You can build your customer database by including an option to subscribe
  • You can use it to sell, market, review and link to partner sites to earn commission
  • Gives you an opportunity to give your brand a voice so that customers feel they have a more personal relationship with you

Tips

  • Create two or three templates to keep posts consistent and on brand
  • Always try to add complementary images to your post
  • Define goals for each post to get optimal results
  • Create a guide to ensure your posts are consistent and have the same tone of voice throughout
  • Try to advertise your products or services within the content of your blog to boost sales
  • Link to other trusted sites (sometimes even competition) to improve SEO and build partnerships within your industry
  • Advertise your posts in as many places as possible like your social media channels, industry leading websites, online ads and so on to gain a following

VIDEO MARKETING

Benefits

  • Exposes your business to the millions of people who watch videos daily
  • You can quickly convey your core values and messages in a way that gets you remembered
  • Increases your online presence
  • You can connect personally with your customers without having to be physically present
  • Boosts social media engagement
  • Increases time spent on website if you post it there
  • You can produce effective videos without investing too much money
  • Increases ad effectiveness as you can use video on banner or sidebar ads
  • Reaches every demographic as people who watch videos can be any age, gender, status and in any location

Tips

  • Create storyboards that focus on an end goal to get optimal results. Goal ideas: sell a product, bring testimonials to life, attract new customers, build trust or build a social network
  • Include call to actions in your videos that offer a solution or answer common questions
  • Decide what the focus of each video is. Focus Ideas: educate, sell, grow your audience or entertain
  • Create a theme for your videos so that your content is consistent and your brand is recognised easily
  • Define your target audience, their interests and needs in order to appeal to them
  • If possible, include customer testimonials
  • Plan your content by answering; what do your customers need, what can you offer them, how will it help them and what should they do next

EVENTS / WEBINARS

Benefits

  • You can personally connect with customers, answer questions and utilise your sales techniques
  • Instant feedback!
  • Exposes you to customers who already have an interest in your product or service
  • Creates a way to make extra revenue as you can provide courses in return for a small fee
  • Helps you to get to know your industry better and who the market leaders are
  • Gives you a chance to upsell which can be lost when selling online
  • Webinars are very cost-effective as they do not come with many overhead costs
  • Webinars provides a way to reach large audiences, create client relationships and obtain useful analytical data and feedback
  • Can also be a way to reward loyal clients

Tips

  • Plan ahead. Ask yourself; “What is the purpose of my event and what is my end goal?”
  • Create a strategy to include; date, agenda, budget, vendors, staffing and venue to get you started.
  • Promote your event as early as possible
  • Consider sponsors within your industry who can help to promote your event
  • Contact local newspapers, media, blogs or influencers who are likely to promote your event for free
  • Always plan a follow-up so you can gain feedback, use data to improve future events, sell a product or service or create stronger relationships
  • Offer something unique or free to people who come to your events or join your webinars to entice them to join

EMAIL MARKETING

Benefits

  • Provides a direct and easy way to get in contact with you (reply within email)
  • Can be targeted by using selected mailing lists based on location, job title or gender
  • Provides detailed and useful analytical data (reads, opens, forwards, bounces, clickthroughs)
  • A great tool for creating a reliable and legally obtained customer database
  • Easy way to keep in constant contact with your customers
  • Can be used for client feedback or research purposes
  • Very cost-effective (no print costs, postage fees)
  • You can reach people on any device
  • Useful for increasing website traffic
  • You can get immediate results
  • A great way of capturing client conversations for future reference

Tips

  • Create templates for consistency so your customers recognise your emails in their inbox
  • Use a business email address so your customers trust you
  • Invest in a good email marketing software to keep track of templates, data, content and analytics and to ensure safety and backup options
  • Advertise your sign-up option on your personal channels to build a valuable list of subscribers
  • Target your campaigns based on your ideal audience and use analytics to improve future emails
  • Stay up-to-date with data laws –Read about the new GDPR law on customer data here.here
  • Always include a call to action that is clear and enticing and try to add personalisation if possible
  • Make it easy to unsubscribe.
  • Always test before hitting send, often forgotten but the most important step!

PRINT ADVERTISING

Benefits

  • Business cards provide all the ‘need-to-know’ information and can be easily stored
  • You can target people at their homes or offices with more chance of them opening your ad
  • You can personalise your campaigns and use customer data in the safest way in order to build stronger relationships with your customers
  • Less competition than online as you will most likely be targeting a local audience
  • Printed advertising does not contain any other distractions like links to other pages, online ads, popups and more
  • Physical advertisements are more likely to be passed along or kept for future reference as they are less temporary than online content

Tips

  • Use this method with digital advertising to gain optimal results
  • Ensure you are using print advertising only when the benefits outweigh other forms of marketing
  • Create appealing and beautifully designed ads to catch the readers’ attention
  • Always include links to your other platforms so customers can find out more information about you
  • Create focused campaigns with clear end goals to ensure you get the desired results
  • Minimise text and make your ads as visually appealing as possible
  • Focus your printed ads to market a specific product or service instead of creating generic pieces
  • Add a call to action otherwise your ads may have been for nothing. It’s not always easy to follow up on a print ad so plan ahead to avoid disappointment

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