Starting a new business is always exciting. You’ve waited long enough to tell everyone what’s keeping you busy these days. Now your product is all set for the world to see. Get people excited too! How?
Make an appealing introduction for your product. Businesses, big or small, need a well-thought-of marketing plan. It doesn’t have to be complicated though. A simple marketing plan can be effective if it’s built for the right market, and with the right tactics.
Write a clear marketing message.
Introduce your product. Be straightforward with the details. Think of your potential customers while writing your marketing message. This way, you will highlight more of the benefits they can get instead of your product features. Specify the problems it can solve and the needs it can satisfy.
Identify your target customers.
Determine your target market’s demographic factors (age, sex, location, economic status, income level, etc). Be as detailed as possible.
Know your competitors.
Do you have direct competitors in your region? How similar are their products with yours? How long have they been around the market? Which one is the most popular and most preferred by your target customers?
Write your brand-positioning statement.
Brand-positioning statement tells how you want your customers to perceive your product and how you will position it in the market. It should answer the following questions:
1. What do you offer?
2. Who is it for?
3. What does it do?
4. What makes it different from competitors?
Take a look at the example below and see how it answers the guide questions.Lip Lux Revolutionary Matte Lipstick, formulated for women on-the-go, gives your lips the intense color and hydration that last for 8 hours. Unlike other matte lipsticks, it’s infused with lime extract and honey that reduce lip pigmentation.
1. What do you offer? Lip Lux Revolutionary Matte Lipstick
2. Who is it for? It’s formulated for women on-the-go.
3. What does it do? It gives the lips the intense color and hydration that last for 8 hours.
4. What makes it different from competitors? It’s infused with lime extract and honey that reduce lip pigmentation.
Brand-positioning statement simply tells why your target customers should choose you over your competitors. Note that this is an internal tool that guides the rest of your marketing strategies.
Determine the online marketing channels that suit your needs.
There are various online marketing channels out there but it doesn’t mean you have to tap all of them at the same time. Before it gets too overwhelming, identify your goals first.
Since you’re about to launch your product, you need to create awareness. Build a website to reach a wider audience. An e-commerce website fits you if you’re aiming to sell online. Following that, you have to be searchable so you need search engine optimization (SEO).
It would be ideal that before your launch, you have put up a blog so people would know more about your product. This year, 67% more leads will be generated by companies with an active blog. A blog that’s relevant and constantly updated with content will attract subscribers. These people who sign up to be part of your mailing list will be the foundation of your next strategy -- email marketing.
If you want to engage with your potential customers and build a following, be on social media. You can also try video marketing. Fifty-two percent of marketing professionals claimed that video is the type of content with the best ROI.
Ready to craft your marketing plan? Remember, trends are always changing. What works today might not be as effective as it would be in six months’ time. For as long as you know the value of your product and your customers, you won’t be off the track.
In case you would need a marketing expert for your bigger campaigns in the future, you can find a freelancer here.