If you read our beginners guide to marketing part 1 here, then you should already have a good start. Last time we talked about looking at how you are going to even begin marketing your business. We briefly looked at who you are, what you are selling and who your audience is. Now lets go a bit further and really crack the strategy.
Below are 5 stages that you should be checking off, in order to make sure that your marketing is solid. It’s not complicated, but it is important
Just before we start. The image above, is of EA’s CEO Peter Moore. Twice, under his leadership, EA has been voted worst company in America. A huge multi-billion dollar enterprise that makes video games, has screwed up so badly that TWICE, both in 2013 and 2012 they’ve been voted the worst company in America. Even his apology letter is arrogant. He is a chump.
Anyway, back to marketing. You’re going to read all of these and not be a chump, because you’re smart. Let’s do it.
3 key steps to a beginners guide to marketing.
- Look at SWOT. Strengths, weaknesses, opportunities threats. Make a four square box like the one below and fill it in, this is your first big step in a beginners guide to marketing.
Strengths and weaknesses refer to internal stuff that you control. Are you experienced? Do you have lots of connections? I once overheard a guy say you shouldn’t use the word weakness, but use ‘missed opportunities’ or ‘areas to improve’. Call it monkey telephone for all I care, just make sure you write up as much as you can. The more the better. Weakness is not failure, it is something to be exploited.
Opportunities and threats is external stuff, is the market going to change? What is the competition like?
- PESTLE. Political, economical, sociological, technological, legal and environmental. Any decent beginners guide to marketing uses pestle as a market analysis model. Look at your chosen market and see how they react to these 6 different areas. Do they even care? There probably isn’t a huge technological influence in knitting circles. For more in depth look at pestle, take a look at marketing-minefield.
- 7 P’s. The corner stone of marketing is the 7’ps. Product, position, place, price, people, physical evidence and process. We love alliteration in the beginners guide to marketing. The 7 p’s are a marketing strategy model. You’ve done the SWOT to look at your company, you’ve done the PESTLE to analyse your market, now how do you get it out there? Entrepreneur.com has a great article on the 7p’s.
And there we go. You now have models for internal, market and strategy analysis. Keep these in mind and you won’t go far wrong.
In the meantime, make sure to give us a call. Or an email. Or be social below. We are marketing experts and if you can pull together something like the above, we can launch your company into the stratosphere with a little digital expertise.