It’s Never Too Late To Design Your Marketing Strategy

According to Investopedia

“A marketing strategy refers to a business’s overall game plan for reaching prospective consumers and turning them into customers of their products or services. A marketing strategy contains the company’s value proposition, key brand messaging, data on target customer demographics, and other high-level elements.”

In the early stages of your business, some of this data may be a mix of best- guesses (we all have to start somewhere). The problem arises when you just keep guessing, never really taking note of what’s worked or not. Sadly, most small and medium businesses never bother to formalise strategy let alone document one.

So, here’s my Top 3 Marketing Strategies that you can start to implement today!

1. Put Your Brand On Everything With Consistency 

Assuming you have your logo already, there are two main rules I tell my clients to abide by. FIRSTLY, ensure your logo files all look the same… meaning, anyone can tell it’s the same brand file to file. It amazes me how many businesses get one logo file done by their printer but use a completely different file to have their car signage done. Not only can this cause you to be paying WAY more for different suppliers to recreate your logo file to suit their purposes. You’re way better off investing in a branding specialist that will supply all of your print, online, social media and style guide as part of a combo deal. No different to our New Business Logo Package, where everything is included.

The SECOND is that wherever your logo can go… put it there!

  • Business cards and stationery 
  • Your email signature – We use Google Workspace as our email provider
  • Invoices, receipts and statements
  • Quote documents
  • Contracts, agreements and any other formal documents 
  • Your social media profile photos (across all of your channels)
  • YouTube and other Google-owned accounts (included in Google My Business)
  • Online Directory listing, just like one of sister companies, Trusty Tradies
  • Uniforms and name badges
  • Building and vehicle signage
  • Sponsorship advertising – through my web design agency, we sponsor a great local non-for-profit called Meant To Rise. Our logo appears in the footer and their sponsors page as a major sponsor.
  • Your website
  • Email marketing campaigns 
  • Newspaper, magazine and any other print advertising

Your objective is to ensure your logo, no matter where its being displayed, is easily recognisable and that it fits in with all of the other places it appears.

2. Recognise Who Your Target Audience Is

Otherwise known as target audience, niche, your dot, ideal customer avatar… Not being clear on who you want to sell to will derail and waste more of your marketing dollars and efforts than anything else. 

Complete our Who Is My Target Audience Survey to narrow down your perfect customer. Once you have this, every marketing and advertising decision needs to be based on this profile.

3. Be Clear On What You’re Selling and For How Much

In the early days of business, you can have a tendency to try becoming everything to everyone. You say ‘yes’ to jobs even if you know the customer will be a nightmare or that their request is out of your scope. 

Do yourself a massive favour and formally write down every service / product you offer and if it makes a profit or not. Next to each, now write down what price you’ll be selling them for. You can even go as far as pre-calculate groups products or a package deal of services. This allows you to quote ball-park figures easily instead of running the risk of undercutting yourself. Another key benefit is that by having your full range of offerings documented it helps you to say “No” if what’s being asked of you is outside the scope of your offering. 

Here’s An Example: In my early days of building my web design agency, I’d receive regular requests to perform IT maintenance including installing anti-spam software or fixing an Outlook glitch. Most people assumed that because I worked with computers offering websites, I’d be able to do this to. Granted I did have some skill in this area so where I could, I’d do it for free. The problem was I’d then be held accountable if the issue came back or if I couldn’t fix their problem (even though I was effectively volunteering my time). I soon started referring to local IT professionals who’s core service offerings were computer repairs and maintenance. They’d charge for the service and take on the responsibly and I’d focus on servicing my customer with my core offerings.

The Sum Up

A typical marketing strategy would normally be more detailed and include additional metrics like your value proposition and brand messaging. This article, however, offers a starting point. Particularly if you’ve not yet considered these before.

Including this information in a documented marketing strategy helps remove a lot of the guesswork when it comes to making informed marketing decisions.

  1. Being consistent with your logo helps grow your brand awareness,
  2. Knowing and understanding your target audience influences your advertising and online marketing approach, and
  3. Being clear on your services offerings allows you to focus on what you do best.

If you’re feeling stuck or simply want a sounding board to help gain clarity around these areas, I offer 1-on-1 and group marketing coaching and consultations. Receive personalised guidedance and marketing mentorship, ideal for those on the business start-up journey or if you’re looking to pivot your business in any way.