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There are so many effective ways to market your business these days. Unfortunately, without a researched plan, there are many unproductive ways to market your business. Below are some key steps to making sure you properly market your business and don’t waste your money.

Identify Your Target Audience

The first step to take is figuring out who your target audience is. Who do you want to target? Is there a specific age group, sex, race, etc.? What type of language/lingo do they use? Who are your marketing efforts targeting currently? How can you grab the attention of your target audience and how can you speak directly to them? What do you have that they want? Where are you advertising? What social networks are you on? What age groups are most likely to be found on the social network that you are using? Which type of professionals read the magazine that you advertise in? Is your advertisement relating to them by stating a problem that your company/product could solve? Who has need for your company’s product or services?

One of the common mistakes when marketing is going into it blindly. There needs to be a research, a game plan, and tracking of efforts. There is no need to continue to spend money on a specific marketing plan when your company hasn’t seen any  return. Business owners need to be aware of their spending habits and track the return that they get from their marketing efforts.

“People see and receive so much advertising that the one-time marketing tactic is no longer effective,” says Peter Geisheker, chief executive of The Geisheker Group Marketing firm. “A prospective customer may need to see your advertisement seven to 12 times or more over a period of several months or even a year before they will buy from you.” 1

Business owners must also understand that their passion isn’t always the passion/point of view of their company’s target audience. You must remove yourself from yourself and your personal preferences and delve into your company’s brand. Example: Just because you “like” the color blue, there in no need to include it into your marketing materials if your brand is already established and blue is not a common color within the color guidelines of your brand.

Be Special

It is very important that you figure out why your company is different from your competition and focus on what makes your business so special. Why would someone come to you or use your product? What do you have/offer that others do not?

“Instead of trying to market to the world, select a niche market and market to the same group of prospective customers every month. It is marketing repetition that builds trust and brand loyalty so only market to a group of people or businesses that you can afford.” 1

Be Consistent

A great way to make sure your marketing efforts are received in a memorable fashion is to have your brand image stay consistent throughout your materials. This cannot be stressed enough. Your logo should be on all marketing materials (not as the focal point, but as a branding mark). Your message should be clear when reaching out to potential/current clients – making sure all marketing materials match in look, feel, and message is important for achieving this.

Related Articles:

Not Just The Yellow Pages Anymore – How People Find Local Businesses

12 Ways to Market Your Brand Better

Marketing vs. Brand – Made Easy

How Small Business Owners Can Maximize Their Marketing Budget

1. Geisheker, Peter. “How Small Business Owners Can Maximize Their Marketing Budget.”Investment News – NuWire Investor. MainStreet Staff, 21 June 2010. Web. 08 July 2010. .