Small Business Branding and Marketing Basics
I will attempt to present the basic steps of this subject as simply as I can. For the sake of uncomplicated simplicity, I will presume you have a product or service people want to pay you money to provide something in return. I will refer to these people as "they".
Initiate. Much like a "Step 1". At some point they will be introduced to your business. Show them something or tell them something nice, sharp, clean, clear, impressive. So they say "Wow", that's nice". You need a good business name, great logo (or now, we refer to as brand, which is a bigger universe than a logo "bug"). You should also have a concise statement prepared for what you are offering. Hand them your nice business card and say, "I design advertising and marketing materials with a strong brand consistency through various delivery methods, such as Websites, print, and tradeshow materials. Okay, that's what I do. Maybe you deliver baked goods throughout the Chicago metro area in temperature controlled trucks.
Advertise. Also called marketing. You can run ads in publications or on Websites, called banners which link back to your Website. While we're here, let's talk about your Website.
Website. Have a designer with marketing abilities and experience design your site. Don't worry with the millions of things a Website can do yet. In the beginning, make sure your spiffy brand (logo; message; colors) are presented cleanly and professionally. And many small businesses want to save money and write their own copy (or content, as we call it), which is fine, but if this causes your site to be light on copy, your site will be more difficult for search engines to find. That's another topic of discussion so I'll stop there. Now, you should also establish a budget to "buy" sponsored links to direct people to your site. Most commonly used is Google Adwords. Also, for this article, too complicated to fully explain here, but important.
Electronic emails. Before you even think about that, think mailing list. Start compiling, exporting, importing, grabbing as many email addresses of customers, clients, friends, business associates and prepare them to be the starting point for your email marketing campaign. You'll need an online subscription to something like Constant Contact or Emma to make this work. I'll stop here, but get your emails together then call me. I'll explain the rest of the steps.
Print materials. Also called collateral. Most businesses except very strict online stores, need some. Meet someone, leave them something. Mail out something, especially if your business is regional. Make people call you, go to your Website, send you emails. So, brochures, price lists, direct mail, pocket folders, estimate sheets. And as always, clean, consistent with brand, well-designed extension of all your other pieces.
Electronic Presentation. You will need and should have a professional, clean, clear PowerPoint presentation on a laptop. You will need it and you will use it. And resist the temptation to design the template yourself. Some of the absolute worse presentations business I have ever seen are done by people who think PowerPoint is a design tool they can use. You can modify and add; revise; update; but don't try to design it yourself.
Tradeshows. Whether you exhibit or attend, very important. Find clients, research other similar businesses, see what's out there. And if you exhibit, have a nice, well designed exhibit booth at the ready. Each show, prepare well in advance what specific graphics and support materials you'll need. Each show usually is directed to a specific market, so even though you may sell to various markets, prepare to address the target audience at the show with marketing pieces and graphics specifically for them. And don't forget the pre-show buzz you'll need to create. Send out a save-the-date email blast, postcards, industry specific ads with your booth number. If you've spent all the money on the space, the travel, your time - - make sure you maximize your return.
Public relations. Whether you do it or someone you hire does it. Get the word out through business-to-business publications, newspapers, online social clubs like Facebook, or online business sites like LinkedIn.
I promised simple, so I'll stop there and close with a list of additional things to consider, depending on your business: Signage, merchandising, catalogs, displays, packaging, point-of-purchase, streaming video (Website); market research.
Now, I'll sit back and wait for marketing consultants and professionals to tell me I'm just a creative guy and over-simplified and omitted much, but I promised uncomplicated simplicity.
Labels: branding, electronic email, logo, marketing, small business, start-up