According to the American Marketing Institution, marketing is defined as, “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, and society at large.” If reading this definition overwhelms you, don’t get down on yourself! Marketing is such a broad concept that it can, in fact, be overwhelming. So rather than getting confused and overwhelmed by thinking about all that marketing entails, let’s break it down into smaller concepts and ideas that you can get excited about.
Marketing is a tool to help spread awareness of your business. You’ve spent so much time and energy getting your business set up. You’ve invested the money and put in all the work. Marketing is your chance to show it off! Let your clients see all the passion you have by creating brochures, fact sheets, and flyers (don’t worry, more to come on how to get help with this). These print marketing materials can showcase your service offerings in a quick and easy to read format.
Enlisting the help of a marketing company (BTS is here to help you source all of your options) to assist with all of this is a great way to brainstorm ideas and have an SME (subject matter expert) to focus on the marketing so you can focus on your clients.
A website (also marketing) keeps your clients up to date on what’s new with your business. Have you ever wanted to go to the grocery store on a holiday but didn’t know if they were open? All you had to do to check was google the company and take a look at their website. This may seem like an oversimplified example, but it really shows the power of a website. Websites are an excellent marketing tool! You can use your website as a way to keep your clients up to date with new services, alternative office hours, staff changes, etc. A website is an ever-changing tool that benefits your business. Marketing/web design companies (again, BTS can help you source all of your options) offer a variety of website platforms and build options so you can decide what is best for you.
Using marketing to help take your business to the next level. Now that you’ve got a website and some general print marketing materials you have a good foundation for your business. But how do you take it to the next level? Promotional marketing tactics! Even if you are not selling a product you can still promote your business to get clients excited about it. Magazine ads, newspaper inserts, radio spots, billboards, postcards, letters, etc. can all great tactics to help promote you business. As you continue to grow your business you’ll want to keep your clients at the forefront of every decision you make.
These types of marketing materials can be a great place to thank your existing clients for sticking with you and reach potential new clients. For example, you could work with your sourced marketing company to help you draft a ‘thank you’ letter to existing clients and a ‘get to know you’ letter to potential clients. The same could be done with radio ads or newspaper inserts.
Now that we’ve broken down marketing into smaller pieces, it hopefully feels much more manageable and hopefully even exciting! The business you are creating is huge. You should be so proud of all you have accomplished and will continue to accomplish in the future. When you work with BTS, we work diligently to help research marketing companies in your area so you can select the marketing company that will work best for you and your business. By letting the marketing SMEs help you market your business, you can focus on what got you started in the first place; your clients and your passion for what you do.