Getting a new business set up is hard enough without having to worry about promoting it. Unfortunately, if you are like most people, the biggest hurdle is learning how to promote your new business. In some cases, this problem becomes so crippling that potentially successful new businesses never get off the ground. Fortunately, by following a single fundamental concept can guide you through creating a successful promotional campaign right away. It doesn’t matter if you prefer marketing online, off-line, or a combination of the two – this process will work. This concept is all about layering your strategy so that everything flows to the same place. This will simplify the overall process while also helping you stay focused whenever you add something new to your campaign.
Creating a Central Point of Contact
The first and most important step in deciding how to promote your new business is deciding upon a central point of contact. This is where you want your customers to end up immediately before they make a purchase. With the internet being such an effective marketing force, creating your own website or Facebook Fan Page is often the best choice. This is where a bulk of your focus will be because it is where you will share news, reviews, build trust, and get your potential customers to take action. The overall goal of your marketing strategy is to get people to your central point of contact.
There are two benefits to doing this. The first is that while you want every campaign to convert well, creating a central point of contact makes it easier to focus on the most important conversion rates. This could be getting opt-ins to your mailing list, making a purchase, or whatever your overall marketing goal is. The second benefit is that since the rest of your marketing is all about driving visitors to your central point of contact, all your promotional materials will improve your brand recognition because they look the same and are asking people to do the same thing.
Developing Your First Level Promotion
It would be nice if creating a central point of contact was all you needed to do, but you need develop a first level of promotion to get your name out there and get people into your sales funnel. If you are using a website, blog, or Facebook Fan Page as your main contact point, then your first level of promotion would likely include marketing strategies that focus on brand development. This would be things like using other social media profiles like Twitter and LinkedIn to promote your main point of contact. With brand development, you also want to focus on brand credibility. This is why your first level of promotion will be a little more resource intensive than the third step, which is satellite promotion. Boosting credibility could include strategies like guest posting on website, sharing free information, giving away free stuff, and sponsoring charity or industry events.
Satellite promotion is the last tier of your promotional strategy. The goal of this type of marketing is to simply get in front of as many eyes as possible and stir up interest. This could be paid advertising (both online and off-line), commercials, forum posting, blog commenting, using flyers, and classified ads. The whole point of this is to get your name out there and become more visible. This will then drive people to either your first level promotions or directly to your central point of contact.