You draft your business plan, secure investors and manage financing for your new innovative product or service. The next step? Executing a flawless and cohesive marketing plan based on your company’s mission statement and core values. The goals and objectives of your marketing plan as well as their continuous refinement based on analytics, metrics and data will ensure you’re staying on track to achieve the number one goal of any startup company – sales and revenue.
To achieve that number one goal, you should set a marketing budget based on revenue goals, specific geographic target areas and customer demographics. Many startup companies fail to realize just how much is needed to properly market their new business. Your plan should include an overview of your company and a clear and honest understanding of your strengths, weaknesses, opportunities and threats. Once you define these internal and external factors including competition, you can further refine the most effective strategy for success.
One of the first steps is:
Selecting a name for your company:
Some basic rules include:
- Keep it short and simple, do a thorough domain search, purchase a variety of URL’s you might be considering and decide what type of style, font and color works well with your name.
- Execute a distinct logo and make it memorable. Try to ensure that your name will withstand the test of time.
- Always remember your name tells your story, it represents your product offering and your vision for the company.
Google’s name comes from a play on the word “googol,” which is the mathematical term for the number 1 followed by 100 zeros. This represents Google’s mission to organize the infinite amount of information on the web. Their name is simple and memorable and embodies the purpose of their service.
Apple’s logo has gone through a number of reiterations over the years, but today it’s sleek, refined look appropriately represents their innovative products in a contemporary way. Apple has the highest brand value in the world worth $154 billion.
McDonald’s golden arches are one of the most recognized iconic logos in the world.
Once you define your marketing strategy, budget and corporate identity (name and logo) it’s time to develop your brand and messaging that will attract the right customers.
Executing your new brand requires defining the personas of your customers and developing customized messaging that will resonate with them. Ikea’s brand messaging is to “create a better everyday life” by providing affordable, well-designed living products.
Zipcar has successfully pinpointed and connected with their target market primarily through social media engagement. They provide millennial customers living in urban areas a communal car for rent – hourly or daily. Their quick response times and casual, relatable tone of voice on Facebook and Twitter immediately connects them with their customer base.
Social Media is a critical component for ongoing communication, ratings and reviews – the essential ingredients for SEO (Search Engine Optimization.)
What will be the best platforms to use for your voice?
Content is king. Develop a consistent voice and personality that people will recognize, relate to and engage with. One of the most compelling brands on the planet is Coke. They sell happiness and manage to consistently tell people that just having a Coke will make you smile.
From positioning lines “Have a Coke and a Smile” in 1980, to “Open Happiness” in 2009 to “Share a Coke” in 2013, and the “Choose to Smile” commercial from 2015, Coca-Cola has maintained a consistent message of togetherness and happiness every time you drink one of their products.
If content is king then imagery is the visual that brings it to life. Make sure your responsive online marketing efforts are full of impactful pictures, video and more. Pictures truly do tell a story and today’s customers want instant information easily supplied with key images. Home Depot uses visuals to creatively demonstrate their product in action, encouraging people to create their own projects, or showing how their product can help them.
A responsive, robust and dynamic website is a fundamental part of your company’s digital footprint. A strong architectural site map that allows your customers to easily navigate through the site will create a welcomed user experience. Make sure your brand is carried throughout the development of the site.
Airbnb’s website powerfully incorporates their slogan “LIVE THERE” by having a continuous streaming video showing Airbnb guests inhabiting and experiencing different locations.
Dramatic home page visuals grab the attention of the user and keep them exploring your site.
But having a robust website that no one can find is like having no website at all. Search Engine Optimization (SEO) is an essential discipline for generating visibility by driving traffic, increasing awareness and improving rankings in search engines. Long tail keywords your company wants to be found for must be present in your content and back-end tags.
So, you’ve written your business plan, secured the financing and are ready to go to market. Selecting a marketing partner to help you develop and finalize a strategic plan that will build awareness for your brand from the start is a difficult task. Interview multiple firms to make sure you find the right company for you. This is going to be a journey that will have peaks and valleys and building a firm relationship with a team who cares as much about your company as you do is the key to any marketing and branding success. Take the first step on your journey by calling experts with depth of knowledge and experience working with hundreds of startup companies.
For more information about starting a business, rebranding one or getting better results from your marketing efforts reach out to infinitee. We are influencers – engaging your business and audience to learn unique opportunities and challenges, then providing services that resonate to drive traffic, generate sales, and build customer loyalty. We recognize that detailed thought and execution is critical in achieving monumental success for your organization.