Your start-up needs business. How do you get it? You have your logo and branding in place, you have a social media account set-up and maintained, along with a website that is designed with conversion in mind and some basic SEO practices put in place. Now for the marketing, let's go fishing:
What is marketing? Marketing is the action or business of promoting and selling products or services, including market research and advertising.
Cole's notes? Marketing is promoting your business to the people that would be most willing to purchase your products or services.
But—how do you know who would be most willing to purchase your products or services?
Market research is crucial when deciding where to spend your hard-earned dollars for advertising. Who are you targeting? What do they like? What do they not like? Where do they frequent? What do they like to watch? Every morsel of detail counts! For example: Coors Light is a well-known beer company. They understand that the majority of their consumers are Canadian and enjoy sports. What do you see in all of their advertising? A distinctive Canadian landscape. Where do you see a lot of their advertising? TSN via commercial. They're also a sponsor and proud supporter of the Toronto Raptors. #BraveTheCold.
Once you understand your consumers' needs and wants, pair your advertising medium/s and channels with it.
Advertising medium?
There are numerous mediums you can advertise with! Print: Billboard, sign, poster, flyer, magazine and so on! Get the idea? Online: Online advertising (Google, social media), Pay-per-click, banner ads, commercials. Public relations: sponsoring events. Again, get the idea?
When reviewing your market research, where does your ideal customer frequent? What medium(s) can you use to reach your ideal customers?
Also, what places will your ideal customers be, to ensure that your clients receive the messaging?
But wait!
Money is important. Seeing as how you're a start-up, your money situation may be dire. The majority of print advertisements are expensive (billboard, sign, magazine). The majority of online advertising is cost-effective (Google, social media ads). You need to determine what advertising mediums will reach your ideal client and how you can stretch your money out and be successful in reaching your target audience.
Magazines,
Advertising is very much like fishing. You need to go where the fish are.
If you have any questions, contact me. I'd love to be of assistance!