How To Build A Marketing Mentality

It is very common for new business owners to think that marketing is too expensive to even be considered during the first stages of a start-up. People often think that only large and successful companies can afford to implement a marketing strategy. Nevertheless, our BLAM partners are well aware that this perspective is a recipe for failure.

In reality, marketing is even more crucial during the start of a business. Even if your product is the best in the market, nobody will know anything about it without effective marketing. Today, I am going to talk about ways to build that marketing mentality which is going to get you to start thinking like a marketer. Getting into the right mindset early on is key for the success of a start-up.

1. Think about your value proposition. Instead of focusing on how your product differentiates from others in the market, think about the problems it solves instead. People are looking for solutions to their problems, not innovative products they don’t know how to use. Make sure that the solutions you offer are relevant to your target audience – if not, redefine your audience.

2. Defining your audience. To extend the previous point, after you’ve established your value proposition, it is time to start targeting the right people. Discussing with friends, family and business partners can help you shape a better understanding of the type of person who would be willing to become a customer. Think about demographics, lifestyle, hobbies, personality, attitudes, products they are likely to be using, brands they are expected to follow, etc. The more you define your audience the better. Having a clear image of who you are talking to, can lead to more effective communication and better-tailored messages.

3. Build a great brand. Your brand is your identity. Creating a strong brand from the beginning can act as a great guide for your communications, product lines and everything else as it gives personality to your new business. Your brand’s personality should be aligned with that of your target audience as people are more likely to buy from brands to whom they associate with.

4. Leverage PR early. Even if you don’t think your product is pioneering enough to be featured anywhere, it is worth the try. It is possible that your local media will respond to a nicely worded press release. PR can provide you with local brand awareness and save you a lot of money since it is free. Even if you don’t get published right away, it is always a good idea to start building relationships with your local media. You will probably need those in the future.

5. Monitor your competition. Often start-up owners are tricked into believing there are no direct competitors to their unique offering, but that is usually wrong. Think about the general product category and how people usually choose to satisfy those needs that you are offering to fulfil. Now that you’ve found your competitors, research them. Read their websites, social media platforms, engage in active listening by reading customers’ comments and reviews and gain valuable insight that will help you reshape your offering and brand image.

After you have successfully completed all the following, it is time to start investing in marketing. The truth is that waiting too long without marketing your business actually causes more damage than good. The sooner you start implementing your strategy, the quicker the ROI.

There are plenty of budget-friendly marketing solutions for small businesses that do not require a massive investment. We have talked about inbound marketing techniques for small businesses before that are effective and won't cost you a fortune. The one thing you need to be prepared to devote in abundance, however, is your time and undivided attention to your new venture.

I would love to hear your personal thoughts with regards to marketing your own business. Please comment below and share your experience.