Marketing. Really great marketing.
Because it doesn’t matter how great your management is or how brilliant your content or how ingenius your business idea. If people don’t know about it, if people know about it but don’t understand how it improves their lives, your work is for nothing.
Invest in Market Research
It is so easy to start a business. Most fail. This is crucial to succeeding. You can’t just launch a business and say, Here we are! Give us your business! That’s not going to work. You have to first get in front of them and second persuade them with your pitch. Whether that pitch is a video or landing page or tweet, you don’t have much time to convince them, which is why knowing your audience is everything.
Who is your ideal customer? What do they read? Where do they hangout? Why do they need your product? What do they do in their freetime? What words are going to resonate with them, compel them to be interested? How will you solve their problem? How will you help them understand how you will solve their problem? You’ve got to answer these questions so you can craft effective marketing campaigns.
Launch a Killer Campaign
Because you’ve done your research, you know what sort of visuals, colors, words to use, and you know where to put your ads and where to guest blog, which social media platforms to leverage and which influencers to partner with. When all is accounted for, running a good campaign costs a pretty penny. You take all the information you gathered to craft a campaign that elevates your brand, brings traffic, and ends up in sales.
Rack Up 7-13+ Touches
https://www.onlinemarketinginstitute.org/blog/2013/10/why-it-takes-7-to-13-touches-to-deliver-a-qualified-sales-lead-part1/ But, you’re doing more than looking for sales. You’re actually cultivating relationships. This is the fun part of building a business in 2017, and it’s also going to help your business build long-term success. Your campaigns need to be well-crafted and fresh to get eyes, and they have to establish a connection to keep those eyes on your channels. Whatever form of content you’re producing, tell a story that connects to your audience.
Don’t Do It Alone
It’s so time intensive to do marketing right. It’s complex, involved, and always shifting. Few startups have the capacity to do it well, and that’s part of why so many fail. Entrepreneurs work really hard to make excellent products, they pay for beautiful websites, they get investors and hire great people—and then they fail because the people who would have been happily loyal to them didn’t know about their product, or didn’t see its value.
You worked so hard to make your idea a reality. You worked so hard to build a good company. Don’t do all that work just to see it all collapse. Market market market. Market smart. Market often. Market well. And as your business grows and changes, shift your strategy along with it.