fbpx
 
 

One of the most frequently asked questions that I get both from the beautiful members that join the How To Do Marketing Facebook group, as well as from other businesses before we start working with them, is “Where do I start? If I’ve made the decision to actually get down and dirty with marketing for my business, where do I actually begin?”

That is such a great question, so I have put together a five-step starting block for those people who want to understand where to begin with their marketing because I think that’s a really good point.

 

Start with your strategy

So, you always, always, always start with your strategy.

If you refer to episode one, which is with me, called the importance of a marketing strategy and then also go back to the Snacktime episode titled what to include in a simple small business marketing strategy on the How To Do Marketing Show, they go through what you need to think about in your strategy.

The Snacktime episode just gives you some really basic points for a simple small business strategy. It doesn’t have to be convoluted.

The marketing strategy has to be based around your business priorities. You really need to understand what it is you’re trying to do with your business over the next 12 months and preferably then over the next five and 10 years.

I know that’s not always possible, particularly when you’re first starting out, but start with your strategy.

Once you’ve put that key information together in your strategy, you’re going to have so much more clarity as to where you need to plug any gaps.

So that’s what we’re going to look at next.

 

Perform a marketing audit

For established businesses, there’s a two-step audit required.

The first is a little bit confronting, particularly if you’ve been in business for a while selling the stuff that you sell in a certain way for a certain price for a while.

If you’ve never actually gone through the process, or if it was years ago, of planning and strategizing it’s going to be really beneficial for you to reconcile and have a look at your product, the place that you sell that product, and the price of that product.

This can be confronting if you are in your flow and feel like you’ve already decided on your product or service that you sell and the way that you sell that, for example if you’re selling that online or via bricks and mortar, or if there’s a particular sales journey that you take people through.

Don’t be put off because it definitely pays to go back to the strategy and go “bearing in mind that our business priority is this, bearing in mind that we’ve had a look at our figures and we’ve worked out that we actually need to increase revenue, decrease expenses, increase profit, or whatever you found when you’ve had a look at your numbers.

Bearing in mind that, bearing in mind the target audience that we have decided that our product is perfect for, does the product, the place that you’re selling it, the distribution, the price, and the promotion sit well with that?

Does that compliment that?

Does that align?

Often what we will see is an opportunity to introduce new products or services or to maybe deliver our products or services in a different way.

So, that’s audit phase number one.

Our product price, place, promotion is all complimentary to the strategy. It’s aligned, or you’ve made the necessary tweaks.

Then you’ve got to have a look at your existing promotion.

When you look back at that strategy and think about who we need to talk to, the positioning that we want to achieve and the business priorities, these are the growth goals.

Does your marketing, touchpoints, channels, content, and brand also align with that?

In particular, does your brand align with that?

Is your brand, your logo, the look and feel, and how you interact with your customers in alignment with who your target audience is?

Are your channels in alignment with your target audience and are they active on those channels?

How frequently are they using them and what kind of content do they like to actually see?

Have you done the research to know that?

So, phase two of the audit is looking at your marketing.

 

Set a budget

Once you’ve done that work, set a budget.

Have an idea of what you want to spend on your marketing. You don’t have to come up with a finite figure.

Again, if you navigate back to the Snacktime episode titled how much money should you be spending on your marketing, we’ve got a little rule in there that gives you an idea of how much, how much you should be assigning to your marketing as a rough guide.

Every business is different and every business has different priorities so it’s not going to be a hard and fast rule, but have a look at your budget and have a look at your figures and see what’s achievable.

 

Make sure the foundations of your marketing are good to go

This will come out of your marketing audit.

I see your key foundations as being your brand. Your logo, colours, touchpoints, tone, voice, and how you’re actually going to provide an experience for your customers.

Make sure that that’s all tickety-boo.

Your website is a good example of where a lot of people are going to have an experience with your business in which they see your logo and see the people and get that first impression.

So, they’re your foundations.

What we don’t want to do, is we don’t want to go out and start getting busy with Facebook and Instagram and print ads and all the rest and drive people back to a shaky foundation or a foundation that doesn’t actually do our business proud.

We want our foundational stuff to be stuff that we are so excited about.

We want our website to be something that we want to scream from the rooftops and drive as many of our target audience to as possible. We want to be proud of it.

If we’ve got a shop front, is this looking how it should look? Are we proud of how our office looks?

Is our signage looking professional?

Are the cars that have our brands all over them creating the right impression?

Really make sure that your brand and website are solid and reflective of your marketing strategy and your brand positioning.

As soon as we go out to market with marketing campaigns and get busy on all the channels, we’re going to be driving people back to those foundations.

We need to make sure that they’re tickety-boo.

 

Plan your tactical marketing activity

Once you have addressed those top four points, then you actually can start planning out your tactical marketing activity.

This is when we start looking at the marketing ecosystem.

Again, if you navigate back to the marketing ecosystem episode of Snacktime, I explain what’s in that ecosystem and you can get a better understanding of what I mean by that.

Essentially, we want enough marketing activity out there to help people get to know your business, to help people consider your business, and then to help people buy and keep buying from your business.

So, there is five steps that you can start with, and I do recommend that you do them in that order.

Hopefully that’s helped and you’re able to get started with your marketing today!


Join us in the How to do Marketing group on Facebook.

Subscribe to receive weekly small business marketing tips by visiting our website: https://dragonflymarketing.com.au/

Podcast Transcript:

Jane Hillsdon:

One of the most frequently asked questions that I get both from the beautiful members that join the, How To Do Marketing Facebook group. As well as from other businesses before we start working with them. And that is where do I start?

So if I’ve made the decision to actually get down and dirty with marketing for my business, where do I actually begin? And that is such a great question. So I have put together a five step, little starting block for you for those people who want to understand where to actually begin with their marketing, because I think that’s a really good question.

So you always, always, always start with your strategy. And, if you actually refer to episode one, which is with me, and that’s called the importance of a marketing strategy, I think and then also get back to the snack time episode, which is titled what to include in a simple small business marketing strategy on the How To Do Marketing Show.

If you navigate back to those two episodes, those two episodes will go through what you need to think about in your strategy. And the snack time episode just gives you some really basic points for a simple small business strategy. Doesn’t have to be convoluted. The marketing strategy really has to be based around your business priorities. So you, first of all, really need to understand what it is you’re trying to do with your business over the next 12 months. And preferably then over the next kind of five and 10 years. But I know that that’s not always possible, particularly when you’re first starting out, but yes, start with your strategy. Number one.

Number two, once you’ve actually put that key information together in your strategy, you’re going to have so much more clarity as to where you need to kind of fill any gaps or plug any gaps.

And so that’s what we’re going to look at next. So number two is performing a marketing audit. Now for established businesses, there’s kind of a two-step audit required. And the first is a little bit confronting. And particularly if you’ve been in business for a while and selling the stuff that you sell in a certain way for a certain price for a while, because it really, if you’ve never actually gone through the process, or even if you’ve gone through the process, but years ago, of planning and strategising it’s going to really be beneficial of you to reconcile and just have a look at your product, the place that you sell that product, the price of that product. And then stage two of the audit is actually looking at the promotion, the existing promotion of the product. Now this is confronting because if you’re kind of in your flow, and if you feel like you’ve kind of already decided on your marketing, you know, or sorry on your product or your service that you sell and the way that you actually sell that. And when I say the way you sell it, like if you’re selling that online or you’re selling that via bricks and mortar, or if there’s a particular, you know, sales journey that you take people through.

But it does pay to actually go back to the strategy and go bearing in mind that our business priority is this bearing in mind that we’ve had a look at our figures and we’ve worked out that we actually need to increase revenue, decrease expenses, increase profit, whatever you found when you’ve had a look at your numbers bearing in mind the target audience that we have decided that our product is perfect for. Does the product, the place that you’re selling it, the distribution, the price, and the promotion sit well with that, does that compliment that? Does that align? Because often, sometimes what we will see is an opportunity to, to introduce new products or services, or to maybe deliver our products or services in a different way.

So that’s audit phase number one. Phase Number two of that audit is okay, so you’ve gone. Yep, great product price, place, promotion. It’s all complimentary to the strategy. This is fantastic. It’s aligned, or you’ve made the necessary tweaks. Then you’ve just got to have a look at your existing promotion. So when you look back at that strategy and you go, this is who we need to talk to. This is the positioning that we want to achieve and these are the kinds of business priorities, these are the growth goals. Does your marketing, does your touch points, do your channels, do your content, does your brand also align with that? Does your brand in particular align with that? Is your brand, your logo, the look, and feel how you actually interact with your customers, et cetera. Is that in alignment with who your target audience is? Are your channels in alignment with who your target audience is, are your target audience on those channels? How frequently are they using them? What kind of content do they like to actually see? Have you done the research to know that? So phase two of the audit is looking at your marketing.

Number three, once you’ve actually done that work, set a budget, have an idea of what you want to spend on your marketing. And look, you don’t have to come up with a finite figure. And again, if you navigate back to the snack time episode, how much money should you be spending on your marketing? We’ve got a little rule in there that gives you an idea of how much you should be kind of assigning to your marketing at a rough guess. Now every business is different and every business priorities are different. So it’s not going to be a hard and fast rule but have a look at your budget and have a look at your figures and see what’s, what’s achievable.

Number four, make sure the foundations of your marketing are good to go. So this will actually come out of your marketing audit. So I kind of look at your key foundations as being your brand, you know, your logo, your colours, your touch points, your tone, your voice, you know, how you’re actually going to provide an experience for your customers, make sure that that’s all tickety-boo, and your website is a really good example of where a lot of people are going to have experience with your business and see your logo and see the people and get that first impression. So they’re your foundations, because what we don’t want to do is we don’t want to go out and start getting busy with Facebook and Instagram and print ads and all the rest and driving people back to a shaky foundation or a foundation that doesn’t actually do our business proud.

We want our foundational stuff to be stuff that we are so excited about. We want our website, you know, something that we want to scream from the rooftops and drive as many of our target audience to as possible. We want to be proud of it. You know, if we’ve got a shop front, is this looking how it should look? Are we proud of how our office looks? Is our signage looking professional? Are the cars that have our brands all over them, you know, are they creating the right impression? So really make sure that that brand and that website is solid and really reflective of your marketing strategy and your brand positioning. Because as soon as we actually go out to market with marketing campaigns and getting busy, as I said, on, on all the channels we’re going to be driving people back to those foundations. So we need to make sure that they’re tickety-boo.

And then once you have addressed the top four points, then you actually can start planning out your tactical marketing activity. And this is when we start looking at the marketing ecosystem. And again, if you navigate back to the marketing ecosystem episode of snack time, where I explain what’s in that ecosystem, you can get a better understanding of what I mean by that, but essentially we want enough marketing activity out there to help people get to know your business, to help people consider your business, and then to help people buy and keep buying from your business. So there’s five steps that you can start with. And I do recommend that you do them in that order. Hopefully that’s helped. And you’re able to get started with your marketing today.

 

Ready to get started on a project?
Let’s chat about it!

Book a Free Consultation

You want more? Check these out...

Our Blog

Business Banter

Access the first chapter of 'How To Do Marketing - A Comprehensive Guide For Small Businesses FREE

Simply sign up to our small business marketing newsletter to receive really useful articles about how to get the best bang for your marketing buck.




    Follow us on Social Media

    © 2022 Dragonfly Marketing All Rights Reserved | Privacy Policy | ADMIN