For most start-ups, the focus is the quality of their product or service — as it should be.
However, awareness is critical during the start-up phase of a business. Awareness is made possible through marketing that focuses on the brand image of the company. During the start-phase, entrepreneurs often exclude the marketing function because they perceive it to be a luxury expense only enjoyed by medium and large enterprises.
Here’s how to get started.
IMAGING
A good quality logo is the starting point for the marketing of any business. Entrepreneurs often tend to put the logo on the back burner.
Your first logo will not be your logo forever. Throughout the lifespan of a business, the logo will probably go through multiple amendments.
SOCIAL MEDIA
Social media is an opportunity for businesses to become part of their audience’s lives by engaging with them. Business owners know their company needs to be on social media, but simply having a profile and cover photo on multiple social media platforms is not effective.
There must be a social media plan that details the platforms that will be used, the objectives for each profile, the type of content that will be shared on each platform, and how often and when content will be shared.
Social media can be time-consuming, and once the platforms have been selected, companies will have to create tailored content for each platform and have a consistent weekly schedule. Business social media profiles that are rarely and inconsistently updated can do more harm to a brand than no profile. There are many free and affordable social media management tools that can help entrepreneurs easily manage their accounts.
DIRECT MARKETING
Nothing can replace the value of face-to-face communication. List the companies you want to work with and where you have identified a need that your company can address.
