You are probably thinking I meant to say, do you have the right online presence? The new buzz word of today is digital marketing or online marketing and every company that was either a web developer or graphic design company yesterday is now a digital marketing company as that is what everyone is talking about today. The problem with this is the same problem that it was yesterday is that digital marketing is just one piece of the marketing pie and cannot really be looked at separately from what people now call traditional marketing which include collateral, print advertisements, and direct mail.
Before you run out to have a website and social media sites designed, Google Adwords developed, or even an advertisement or brochure created and printed, make sure you have what you need in place before you start spending your hard earned business dollars. You need to start at the very beginning.
Though I have experience and a background sales and marketing, we do not market our business as a marketing or sales company as making sure the marketing you choose is right for your business is more important than writing a brochure or writing a sales script. Marketing is essential to a business, but doing it right is more important. Many times someone will call and ask if we can develop a brochure for them. My first question is, “Why are you developing the brochure and do you know you are targeting and what you want to say to them?” In many cases, the answer is either “no”, or “I just know I need one”. If you do not know why you need the brochure, what you are going to say, and who you are writing the brochure for, you shouldn't get a brochure written for your business at this point. Everything you do in your business matters and making sure you spend your money on the right things at the right time to grow your business is more important. You need to take a step back.
You must first recognize how you need to portray your business to the outside world which includes your clients, your prospects, your vendors, your partners, and even your competition. The first thing that people look for is your brand and message and whether they are your target market, so it is important that you understand exactly who your potential target markets are for your products and services.
You must also have a handle on your competition and how they are marketing and your unique selling proposition versus them. You need to take into account the industry you are in, the demographics of your target market, and even the geographies that your business serves. It is only then that you can begin to define what marketing mediums will work and what options you should choose in order to get a return on your marketing investment.
The problem with arbitrarily choosing different types of marketing mediums to implement before you have an understanding of your own brand and target market can prove to be a situation of putting the cart before the horse. This could prove to be very expensive for your business without a possible return on your investment.
So what is your business presence? Your business presence is everything you do in your business that relates to how you market and portray your business everywhere your business is seen. There needs to be consistency across the board. This includes online, offline, at a networking event, or at a trade-show. Your business presence includes not only your brand, messaging, SWOT, and understanding of your target market. It also includes your plan and what marketing you actually implement for your business to help you grow your business, as well as the measurement of your success. In order to build the right business presence for your business that works, there are three steps you need to go through:
Before you want to grow your business, start by building your business presence.
RK Fischer & Associates