Setting the right objectives for marketing your new business can often be quite a challenge. You may be tempted to focus on the short terms impacts ranging from the general ‘I want to raise awareness of my business’ to the more specific ‘I want 1,000 followers on Twitter by the end of the month’. These answers are valid but fail to consider how your marketing will help you achieve your wider business objectives.
Does your number of social media followers reflect the success of your business? This is often not the case if your marketing approach has been to gain as many followers as possible. It’s easy for somebody to hit the like button if you give them the right incentive but this doesn’t mean that they like or care about what your business offers. I’d much rather have 300 followers who are engaged and love what the business offers, than 1,000 followers with little or no interest.
“The purpose of business is to create and keep a customer.”
Keep this in mind when setting your marketing objectives. Consider how your marketing approach turns people from being strangers, to become customers and even real advocates of your business. Rather than focusing on just creating awareness or social media followers, move on to consider how the prospective customer then moves on to find out more about you and what you need to do to move them towards become a customer. Creating awareness is just the first step, you need to plan out the rest of the process.
Sure, this approach may not be the best for your vanity (having lots of Twitter followers makes us feel good) but it will help you focus on what marketing is truly about adding value to the lives of your customers. This approach will move you towards achieving true success with your business.
Entrepreneurial Development Officer