So, you started your own business... What's next?

You have the knowledge, experience and passion. In this blog post, we will share how you can make the best of them.

Photo by: Tim Mossholder

Have you always dreamed about the freedom and flexibility of running your own business?

You tick all the boxes: you've got the qualifications and expertise, you've got the experience, and (most importantly!) you've got the passion to do it.

But, there is more to starting and running your business than staging a grand opening to launch your business and creating a flashy website - it takes patience and perseverance to find, attract, convert and retain your customers and clients.

BE READY FOR A LONG HAUL WITH YOUR MARKETING

There are no magic bullet solutions in marketing: reputation and trust are built over time, and this is a learning curve and a collaborative process.

It takes careful planning and execution on your part when it comes to your branding, marketing, advertising and PR efforts and it takes seeking and taking onboard your customers' feedback, as well.

Despite what some self-proclaimed online marketing gurus claim - there are no 'proven methods for getting on page 1 of Google search' overnight with their 'tried and tested systems', or whatever else it is that their get-rich-quick e-books are promising.

Consumer studies teach us that any brand needs time to first position itself in the market, and then to build its reputation slowly before it becomes front of mind for customers, and this is only achievable through consistent and coordinated marketing, advertising and PR efforts.

And repetition in the brand's storytelling is the key.

It may take a while - but persistence in marketing and advertising always pays off. The length of time will depend on a number of factors: your chosen methods of promotion, the channels you use, the budget you assign for it etc.

You need to meet your desired, target audiences where they are searching for your type of products or services - be that social media platforms, online directories, search engines or similar.

And you need to promote your business in any way you can, as you are competing with other businesses in the volatile new economy - an economy of attention (or, as some like to call it low-attention economy), where our time and attention are quickly becoming the most precious commodities.

We are all bombarded with information from every direction, and people's attention spans are becoming smaller and smaller every day.

So, if you can, narrow your audiences down to the people who are most likely to buy from your business and be as granular as possible with your targeted audiences, your ideal customers.

Tailor your message to cater to them:

• What is it that you do that makes you and your business unique? Is there something that genuinely sets you apart from your competition?

• What problems can your product or services solve for them? What could be their pain points? What can they gain from buying from your business?

• Show your passion with wit, without cliches and platitudes.

• Don't be salesy, be authentic.

• Share something personal or quirky with your prospective customers, be relatable.

STILL...BE PREPARED FOR SOME PITFALLS

Marketing is a game of endurance and experimentation. You will need to take calculated risks and test ideas to see which customer touchpoint, or point of interaction, and what type of message serves your business interests the best.

At times, pitfalls can be trying out a new social media platform - only to find out that your ideal demographics aren't to be found there, and the platform turns out to be a fad.

Other times, it can be wording or imagery you are inclined to use in your advertising- they may not appeal to everyone, or they may repeal everyone else. So, don't get stuck on an idea!

Marketers and designers can be of great help in eliminating or reducing these kinds of risks, because not only they are aware of the psychology behind design choices and choices in wording, but they are also working with businesses in different industries, and are usually aware of best practices in different niches - what works and what doesn't. Listen to their input, it may be invaluable.

But, the most important thing is - you need to measure the success of your promotional efforts and take your customers' feedback on board.

The good news is - the more informed you get, the fewer risks you will be taking.

DON'T PUT ALL YOUR EGGS IN ONE BASKET, USE A GOOD MARKETING MIX

Some studies have shown that people need to see an advertising message seven times before it sinks in and they memorise it.

It supports the notion that the more messages you place out there, the more people are likely to recognise your brand, which will ultimately lead to conversion and sales.

And in today’s digital world, where multiple channels like your website, socials and different types of online advertising can all be used to share the same message, it is important that they all reinforce your message and complement each other.

What channels will you use, will depend on your particular business and industry. This can be, for example, a mix of:

your website, 2-3 different social media channels, Google My Business page, online directories' listings, social media ads, Google, Yahoo or Bing ads, podcasts etc. And, you can also use traditional media, like ads in your local newspapers, on your local radio, or on a local TV station.

CELEBRATE YOUR MILESTONES AND YOUR CUSTOMERS

Once your marketing strategy starts yielding results and your business starts getting traction, it is important to celebrate your customers and your achievements.

Your customers are your business's most valuable asset, and if treated with courtesy and care - they will be your brand ambassadors through word of mouth, user-generated content and online reviews they leave on Google, or on your socials.

Never pass up on an opportunity to thank your customers for sharing your business journey with you.

And, lastly - don't forget that you're not in this alone! We are just

a click away and happy to help with any concerns you may have about marketing and advertising for your small business.