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It’s a great time to start a new business! In spite of sequesters, fiscal cliffs, debt ceilings, government shutdowns and slowdowns, this economy is ripe for growth. Of all the disciplines necessary in business, how to market your new business is the most important one to master.
Before you start screaming about costs, let me remind you that the only expensive marketing is the marketing that doesn’t work. Effective marketing will always bring a return on your investment. Add the fact that online marketing today is done at minimal or no cost.
You have a new business and know the importance of capital. In today’s economy the most important capital is not cash but content. This is where marketing begins and ends. Seth Godwin, the marketing guru, said five years ago that “content marketing is the only marketing left.”
How to Market Your New Business
How to market your new business? It begins with a compelling story. The contents of that story should be told from person to person through multiple avenues.
The content is magnified through your website, celebrated through social media, and may go viral through video marketing. Did you hear about PSY? He is the South Korean musician who’s “Gangnam Style” video went viral on YouTube. It was the first video to be viewed over a billion times. That one video made him a worldwide success. Oh, did I mention you can put a video on YouTube for free?
How to market your new business begins with the following steps:
- Make your business/brand content and message consistent through all channels.
- Optimize your website following SEO guidelines.
- Blog at least two or three times a week. Make your content thrilling and drive more people to the website.
- Use Email Marketing for time sensitive messages and deals.
- Sign up for social media accounts. At a minimum, employ YouTube, Facebook, and Twitter. Google+ and Pinterest are also growing for business marketing.
Many service providers are available to help with any or all of these online marketing tools at a minimal cost. They can especially help with analytics, coding issues, the latest SEO developments (Google changes their algorithms regularly) and the execution of timely marketing campaigns.
And don’t forget the traditional marketing tools; radio and television ads, direct mail, billboards, etc. Certain types of businesses can still show ROI from those methods.
Your story and content is not just for the marketing department. Every employee should be a salesperson. Some will reject that comment. I like to remind them that every person is a salesperson; the only question is whether they are a good one or bad one. Just about everything you get in life requires a sales pitch. They should own the story and be equipped to share it themselves.
How to market your new business is the same as asking how to win at business today.
