Starting a company is like eating glass and staring into the abyss. If you feel like you are up for that, then start a company.
Are you all pumped up and ready to eat glass as Elon Musk indicates? Well if you are, then let me tell you something: Firstly, there is no finish line to this journey that you are embarking upon. But we will make sure you learn how to enjoy the route. Secondly, it’s going to be a tedious one. But no worries, we have got your back.
You have your product/service all ready for launching. You have put in a tremendous amount of time, energy, sweat and even your blood in coming up with this almost perfect product/service that would create a sizzle in its specific market. But, all your efforts will go down the drain if you don’t have a strategic marketing plan set out for you.
Sighing already! Well, we will provide you with a brilliant framework of marketing strategies that have been tried and tested numerous times and produced some great results:
PS: I will share some real time examples.
1. Strategic Positioning
This should be the foremost thing you should be pondering over. How do you want to position your product/ service? Do you want it to be premium quality or catering to the masses? All the details are pertinent in setting out a strong Brand positioning. The USP’s of your product, competitor products existing in the market, the distinguishing feature of your product among its contemporaries. All these will be crucial in carving a strong Brand Position. Furthermore, you will need to map these core messages and link them to the values your Brand will stand for.
For eg: We had a client with a new product in the form of Pull up handles. They were different than the exercising handles already available and provided more value. Initially, they were known as Dumbbell Danglers but later on, changed to Ninja Grips. Following this change in name, we set out to change and carve a strong Brand position for these pull-up handles by incorporating a real-time celebrity from the famous American Ninja Warriors Show. Celebrity endorsement ensured instant popularity and carved a strong brand position for these handles among fitness lovers and athletes alike.
Branding is a tad bit more than just the physical identity that you develop to depict your brand. It’s the emotional connection that will bind your customers to your brand. It’s the experience that will forever be etched in the consumer’s mind. So how to make that connection so strong or that experience so profound; that you gain loyal customers. It’s pretty simple actually. Your name, your logo and your URL are the first impressions of your identity. Make them distinguishing so that they don’t fade away in the clutter. For products, packaging plays a key role in establishing your brand identity and being the voice of your brand.
For eg: We had to create brand visual identity via its label and packaging for Goornong Estate for their Virgin Green Olive Oil. Our task was to create a distinct visual brand identity by designing label and packaging that suit unique Lirica bottles. Since the product was Australian, therefore Green and Yellow color theme was incorporated. Subtle use of Natural graphic elements for made this label look aesthetically pleasing, yet rich and elegant. Sleek, elegant and stylish fonts were used to display the premium feel for the product name, flavor profile and its unique selling proposition. The packaging gained a place in the world’s greatest packaging site www.packagingoftheworld.com.
3. Web Presence
The world is going digital and you need to mold a space for yourself in the digital realm. The website is your first destination. A simple yet functional website just covers the bare essentials. In this time & age, you need a sophisticated and sleek web design that allows the consumer to interact with it like an app. Furthermore, it needs to be SEO optimized, having interesting and valuable content to attract, engage and retain the viewers. Apart from this, it needs to be fully responsive to all kinds of different devices like mobiles, PCs, laptops & tablets. Learn how to enhance the user experience of your website and reduce your bounce rate.
For eg: Absolutely Bananas another loyal client of ours wanted to take his unique product one step forward by projecting his online presence. We developed a stunning and yummy website for them, incorporating the color theme of the product. This was just meant to be an informational website but we took it one step forward and provided consumers to book them for events and also get these frozen banana desserts to their homes. This served to generate massive sales.
4. Social Media
Getting a website live is just the first phase of establishing your web presence. This will be followed by creating social media pages, which are relevant. The relevancy factor will be determined by your target audience and who will your product cater to. For eg, if you have a B2B audience then you need to focus on LinkedIn, Twitter & Facebook for Social Media Marketing. But if you are a B2C market, then you need to focus on Facebook, Twitter, Instagram & even Pinterest to generate leads and convert them into loyal customers. Furthermore, creating content which is appealing to the audience and then posting them on the right time (it varies with each social network) will also be a contributing factor.
People say that blogging is an ancient tool for marketing. But it still hasn’t lost its shine & gleam. Blogging is a medium to create valuable information which will inspire people to connect with your brand. It is the most pertinent aspect of Inbound marketing which is prevalent in today’s world. You need to lure people towards your product/ service by providing them the answer that they seek. Blogging is that tool which will not only help you gain trust, but also find prospective leads through optins. You need to be consistent and persevere in order to reap benefits from blogging, as it’s a slow process.
For eg: Our client HS Consultants were meaning to expand on their digital marketing efforts. They were already doing awesome social media marketing. But they felt that something was amiss. So we suggested that they needed a blog which would provide substantial information to their audience. This worked out really well as they not only saw an increase in their web traffic, owing to their SEO optimized blog articles. But they generated really great sales around the following 8 months. All by simply, starting a blog.
Concludingly, these 5 strategies will ensure that you are all set to enter into the uncharted horizons of the marketing world but fully equipped to deal with any lurking monsters. Now, if you want to look for avenues to gather finance, we have listed some down in another post.