How to market a business? Now there’s a question! It’s one I’m asked a lot, and somehow the askers always think there’s an easy answer.
“No big deal – you’re a marketing consultant,” they say, “Just tell me what to do and I’ll do it.”
Here’s the thing. It’s YOUR business. No one knows it better than you do. No one else knows the nuances of your interactions with your customers or clients better. No one else knows your strengths and weaknesses like you do – even if you don’t want to admit to them.
So when I’m asked about how to market a business the answer is never one of those one-size-fits-all replies. In fact, it’s very likely that your question will be met with another question from me, and another, and another, until I’m sure that I get it.
I need to know more about you, about your business, and about where you think you’re headed before I venture an opinion about how to market a business, any business, and in particular your business.
And that’s just the beginning.
You may think you know how to market your business already. Perhaps you’ve already decided which channels to use, what advertising to buy and how best to network.
That’s all well and good. But I’m warning you now, I’m going to grill you – nicely! – about whether your plans are integrated, whether you know what your goals are, and whether you’ve made the best choices in the first place.
Convince me and I’ll get to work putting your plans into action. Prove to me that you haven’t considered all your options and lack a structured way forward, and I’ll likely reign you in, advising you to take a blank page and start again. You’ll save time and money if you’re as sure as you can be that you’re not making unnecessary mistakes when you start your marketing campaign.
Because that’s how best to market a business.