Delivering Value:
Marketing Your Business

Marketing is the process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

It’s all about understanding your customers’ needs and delivering solutions that meet those needs.

EVERYONE and we mean everyone has thoughts, opinions and advice for marketing.

Each business is unique, and it’s your journey to discover the most effective marketing strategies for your specific needs. There’s no one-size-fits-all approach, so explore and find what works best for you!
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Goals of Marketing

  1. Attracting Customers: Drawing potential customers to your business.
  2. Building Brand Awareness: Making your brand known and recognizable.
  3. Generating Leads: Encouraging potential customers to express interest in your products or services.
  4. Driving Sales: Converting leads into paying customers.
  5. Fostering Loyalty: Creating repeat customers who advocate for your brand

On your mark, get set, go!

As a new business it can be hard to know where to start.

FIRST, Develop Your Marketing Strategy

Identify Your Target Market: Who are your ideal customers?

Define Your Value Proposition: What makes your product or service unique?

Set Your Goals: What do you want to achieve with your marketing efforts?

SECOND, Create Your Marketing Plan

Choose Your Marketing Channels: Where will you reach your audience (social media, email, SEO, etc.)?

Outline Your Tactics: What specific actions will you take (campaigns, content creation, promotions)?

Set Your Budget: How much will you allocate to each marketing activity? Hint: Not all marketing costs money!

Measure Your Success: What metrics will you track to evaluate your performance?
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Marketing Strategy

Helps you stay adaptable by providing a framework to respond to market changes and new opportunities.

A marketing strategy is your overall game plan for reaching prospective consumers and turning them into customers of your products or services.
Clear Direction:
It provides a clear direction for all your marketing efforts, ensuring everyone on your team is working towards the same goals.
Resource Allocation:
Ensures that your resources (time, money, and effort) are used efficiently to achieve the best results.
Measurable Goals:
Sets measurable goals and objectives, so you can track your progress and adjust your tactics as needed
Marketing Plan

Helps you execute by providing a framework to ensure consistency and goal alignment.

A marketing plan is a detailed roadmap that outlines the specific actions you will take to implement your marketing strategy. 
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Actionable Steps:
Breaks down your strategy into actionable steps, making it easier to execute and manage.
Consistency:
Ensures consistency in your marketing efforts, helping to build a strong and cohesive brand image.
Performance Tracking:
Allows you to track the performance of your marketing activities and make data-driven decisions to improve results.

Measure Your Marketing Success

—

1

Set Clear Goals

Define what success looks like for your marketing efforts.
Use the S.M.A.R.T. framework (Specific, Measurable, Achievable, Relevant, Time-bound) to set your goals.
2

Choose the Right KPIs

Select KPIs that align with your goals and provide meaningful insights into your marketing performance.
Leverage tools like Google Analytics, CRM systems, and social media analytics to track and measure your KPIs.
3

Analyze the Data

Regularly review your data to identify trends, successes, and areas for improvement.
Use the insights gained from your analysis to refine your marketing strategies and tactics for better results.
Is it working?

Key Performance Indicators (KPIs)

What should you be tracking? How do you track that?

Return on Investment (ROI)

Metrics: Revenue generated from marketing efforts divided by the cost of those efforts.
Tools: Financial software, marketing analytics platforms.

Conversion Rate

Metrics: Percentage of visitors who take a desired action (e.g., making a purchase, signing up for a newsletter).
Tools: Google Analytics, HubSpot.

Customer Acquisition Cost (CAC)

Metrics: Total cost of acquiring a new customer, including marketing and sales expenses.
Tools: CRM systems, financial software

Email Marketing Performance

Metrics: Open rates, click-through rates, and conversion rates from email campaigns.
Tools: Email marketing platforms like Mailchimp, Constant Contact.

Lead Generation

Metrics: Number of new leads generated, lead quality, and lead conversion rate.
Tools: CRM systems, lead tracking software.

Social Media Engagement

Metrics: Likes, shares, comments, and follower growth on social media platforms.
Tools: Social media analytics tools like Hootsuite, Sprout Social.

Customer Retention Rate

Metrics: Percentage of customers who continue to do business with you over a specific period.
Tools: CRM systems, customer feedback tools.

Not Setting Clear Goals

Why It’s a Mistake: Without clear goals, it’s difficult to measure the success of your marketing efforts and stay focused.
Solution: Set specific, measurable, achievable, relevant, and time-bound (SMART) goals for your marketing campaigns.
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Key to your success

Avoiding common marketing mistakes can save you time, money, and effort while ensuring your marketing efforts are effective. Here are some key mistakes to watch out for:
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Not Defining Your Target Audience

Why It’s a Mistake: Without a clear understanding of who your ideal customers are, your marketing efforts can be too broad and ineffective.
Solution: Create detailed buyer personas to tailor your marketing messages and strategies to your target audience.
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Ignoring Customer Feedback

Why It’s a Mistake: Customer feedback provides valuable insights into what works and what doesn’t. Ignoring it can lead to missed opportunities for improvement.
Solution: Actively seek and analyze customer feedback to refine your marketing strategies and improve customer satisfaction4.

Lack of Consistency

Why It’s a Mistake: Inconsistent branding and messaging can confuse your audience and weaken your brand identity.
Solution: Maintain a consistent brand voice and visual identity across all marketing channels.

Ignoring Data and Analytics

Why It’s a Mistake: Failing to track and analyze your marketing performance means you can’t measure success or identify areas for improvement.
Solution: Use tools to monitor key metrics and adjust your strategies based on data.

Overemphasizing Quantity Over Quality

Why It’s a Mistake: Producing a high volume of low-quality content can dilute your brand and fail to engage your audience.
Solution: Focus on creating high-quality, valuable content that resonates with your audience and addresses their needs.

Not Having a Clear Value Proposition

Why It’s a Mistake: If your audience doesn’t understand what makes your product or service unique, they may choose competitors.
Solution: Clearly articulate your unique selling points (USPs).
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Failing to Engage on Social Media

Why It’s a Mistake: Social media is a powerful tool for building relationships with your audience. Not engaging can result in missed connections and reduced brand loyalty.
Solution: Actively engage with your audience on social media by responding to comments, sharing valuable content, and participating in conversations.

How to Start Setting Goals For Your Business

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The Difference Between Marketing And PR — And Why It Matters

Let's Get Social

Choosing the right social media platforms for your business isn’t about being everywhere—it’s about being where your customers are and where your brand can shine.
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Align with Your Goals

Ask yourself:
  • Are you trying to build brand awareness? (Instagram, TikTok)
  • Drive website traffic? (Pinterest, Facebook)
  • Generate leads? (LinkedIn)
  • Provide customer service? (Facebook, X)

Your goals should guide your platform choices.
Step 1: Know Your Audience
Start by asking:
Who are your customers?
Think about their:
  • Age
  • Gender
  • Location
  • Interests
  • Online behavior
For example, if your audience is mostly Gen Z, platforms like TikTok or Snapchat might be more relevant. If you're targeting professionals, LinkedIn is probably your best bet.

Step 2: Research Platform Demographics
Each platform has its own vibe and user base:
  • Instagram: Great for visual brands, lifestyle, fashion, food, and younger audiences.
  • Facebook: Still strong for community building and older demographics.
  • TikTok: Short-form video content, younger users, trend-driven.
  • LinkedIn: B2B, professional services, thought leadership.
  • X (formerly Twitter): Real-time updates, news, and conversations.
  • Pinterest: Ideal for DIY, home decor, fashion, and planning.
Match your audience profile with the platform’s strengths.

Step 3: Look at Your Competitors
Check out where your competitors are active and what kind of engagement they’re getting. This can give you clues about where your audience is already hanging out.

Step 4: Test and Measure
Start small. Pick 1–2 platforms and:
  • Post consistently.
  • Track engagement (likes, shares, comments).
  • Monitor traffic to your website from each platform.
  • Use tools like Google Analytics, Meta Insights, or platform-specific analytics to see what’s working.

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