Why Start-ups Need Marketing

Whether it’s a new gym, an established manufacturer, or an advanced medical technology company, a business exists to serve customers. Marketing is the link between a business and its customers. Marketing tells stakeholders who the start-up/business is, why they should engage it or purchase from it, and why they should remember it and stay engaged. It’s true that elements of marketing make it the medium of individual and mass persuasion, but at its core it’s really about connecting a business with those who demand its products or services and who are touched by it.

Most marketing agencies, like William Joseph, do not just create ads or pretty pictures. We take a look under the hood of a business and find opportunities to boost its sales and help it create deeper connections with consumers by better understanding its offering, industry, competition, customers, purpose, and image. We seek to understand the unique value of a business and then communicate that to the ideal audience in the most effective way possible.

Many new businesses first focus on operational concerns, such as selecting suppliers, finding a location, hiring staff and so on, but downplay the importance of crafting an efficient well-planned marketing strategy and marketing tools.

Here are 4 reasons a new business absolutely needs a marketing strategy and strong marketing tools:

1) Find and create demand: There may be a mass of people in your city, country, or region of the world that would want your product or service, but do you know who these people are and how to reach them? Knowing how to capture customers’ attention and compel them to purchase is integral to a business’ success.

2) Launch strong: New companies have yet to build a history of excellence through past performance. Before word-of-mouth and reputation can work their magic, a business needs to build a critical mass of customers. A strong marketing plan and tools help establish a company’s credibility and communicate its professionalism, which helps a business capture those crucial first customers.

3) Be efficient: Many young businesses take an ad-hoc, as-needed approach to marketing, which leads to wasted resources. A well-crafted marketing plan will optimize your budget, ensuring that you select the most effective tactics given your budget, and that tactics work together over time so that the whole is greater than the parts.

4) Keep your finger on the pulse: Businesses need to understand the current state of their market, industry, and competition. The research and analysis required to create a strategic marketing plan will help you react to the current industry and market environment, and identify trends as they develop. So, how does theory work in practice?

Lotus Cleaning (www.lotuscleaningservices.ca) is an example of how a strong strategic marketing plan can help launch a new company. Lotus Cleaning is a professional cleaning services company that provides eco-friendly carpet, area rug, upholstery and hardwood floor cleaning for homes and offices in the Calgary area. Before going into market, Lotus reached out to William Joseph to craft a brand and comprehensive marketing strategy. Through targeted research, we developed deep insights into their market and competitors and created a unique brand that not only captured the essence of who they were, but also differentiated them from a crowded marketplace of competitors of all different sizes. With a unique brand established, we developed a strategic marketing plan, created tools (such as their website, wraps for their company vehicles, designs for their bottles, postcards and brochures) and raised their profile amongst their target audience through strategic marketing tactics (such as Google AdWords and digital ads). By developing a credible, persuasive image and comprehensive marketing plan at the outset, Lotus Cleaning was able to successfully grow its clientele and revenue right from the get-go, in an efficient manner.

A strong marketing strategy and tools, like the ones Lotus launched with, allow you to build a persuasive image, find hidden opportunities that will boost your sales, and create deeper connections with consumers.