What you should and should not be doing
to market your small business.
Marketing is tough and I say that as a marketing major. You can predict peoples’ interactions, but you cannot be completely sure what people will do, say, and be drawn to. Once you are able to find what works for you, go with it, but in the meantime it is nice to know what not to do. Read on to learn some tips on how not to market to your audience.
One of the biggest mistakes I have come across (and I have made myself) is not knowing who the target audience is. Let’s say you’re a marketing manager for a tech company that sells the latest and greatest in technological devices. Your audience is going to be the younger generations, so you wouldn’t market your business in the local newspaper. You would advertise on Instagram, Youtube, in up-and-coming magazines; the places where younger generations are getting their content. To figure out who your audience is, do some research on other businesses similar to your own and the companies or individuals you serve. You could even send out a survey to your loyal customers asking about where they consume their media or advertisements. Once you have your audience down, focus on your pricing.
Another prominent mistake in the marketing world is trying to have the absolutely lowest prices compared to competitors. The problem with low prices is that it doesn’t always indicate high quality. If you can do the job for the lowest price, great! Go with it. But if you can’t drop your prices any lower, focus on quality. Customers will pay more for high quality, great service, and exceptional turnaround times. Make sure you market your business in a way that focuses on the quality of your product, rather than the price of the product.
Finally, some businesses are unwilling to spend money on their own marketing campaigns. You cannot rely just on word of mouth, you have to find a way for people to see your business and remember it. This concept works best with companies that have a logo (I know what you’re thinking, but believe it or not, not all companies do). After so many interactions with your logo, customers will start to recognize it. Maybe to you this means putting your company information on a billboard, maybe it means an ad in the paper, or window clings on your store front. Company advertising is going to mean something different to every business, but you have to get your name and company image out there.
So, the first step to marketing is knowing your audience, not only who they are, but where they are looking for content. Next is understanding that low prices do not necessarily mean high quality; market your business, not your prices. Finally, be willing to invest in some advertising so your audience will see your brand and recognize it. These are just a few mistakes that businesses make in the marketing department, but trust me, they are some of the most important things to understand about advertising your business.