Marketing your small business has always risks. There are, however, a few basic things that can increase your chances of success considerably. Much of a successful marketing campaign launch, after all, is in the planning!
There are two issues that can arise when it comes to launching. One is that you’re so excited about your product or service that you rush in unprepared. The second is the opposite problem! Everything is tried, tested and good to go, but the fear of putting it out there makes you drag your heels.
To help give you the confidence to solve either issue, I’ve created the following 6 step checklist. Make sure you go through the list and check everything off before you launch!
6 checks for your marketing campaign launch
Whether you’re exhibiting at a trade show, running an advert or starting a newsletter for your small business, these basic principles will help you make the most of your marketing campaign launch:
Check #1: Target audience
This is as obvious as it is essential when it comes to your marketing campaign launch. Sometimes we so badly want to see our campaign out there, we forget to check if it’s actually appealing to our target market.
Passion is great! But, let’s face it – it’s best to avoid spending money on your ego when it should go towards growing your small business. Make sure there’s a real chance that enough people of your intended audience will react positively to your campaign.
Take the time to define your ideal client and find out what they need, want and how they make buying decisions. It’s the foundation of all your future marketing campaigns and getting it right is vital for your success.
Find out more about how you can define the ideal clients for your small business.
Check #2: Place and time
Another thing is to check the visibility of your marketing campaign before the launch. Finding the right place and time for your campaign is as important as targeting the right audience.
For example, if you post your best content on LinkedIn at the weekend, not many people will see it. And by the time people get back online on Monday, it’s yesterday’s news!
Similarly, just because all of the kids these days are using TikTok, doesn’t mean you need to! Post where your audience is hanging out, and don’t waste time and money on platforms they don’t use.
This applies to online and offline marketing: In order for future customers or clients to notice you, you need to be where they are, when they are there. And for that, you need to know their interests, habits and priorities.
Finding it hard to choose? Check out this post for more advice on choosing the right marketing channels.
Check #3: Message
Whatever you’re planning for your marketing campaign launch, carefully consider the campaign’s content and offer. Start with your headline or email subject – does it talk to the reader? Does it attract attention?
The best product can go unnoticed if potential clients don’t know what you want them to do. To ensure your message comes across, use your customers’ language.
Additionally, talk about the benefits of doing business with you. Find out what your audience’s pain points are and how you help them with that.
Check #4: Call-to-action
Customers know you want their business, that much is obvious. But in your campaign, make sure that they know what the next step is if they are interested.
It’s simple: Putting your phone number on your advert is not enough. You have to tell them to call you. Be careful with adding too many call-to-actions though, in order to not confuse people.
Choose the easiest way for them to get in touch with you, from booking an appointment or taking part in a competition. The more links to click and forms to fill out, the more likely they are to drop out before making a purchase.
Check #5: Branding
We’re often blinkered when it comes to our small business. Always keep in mind that not everybody knows who you are and what you do.
For example, if your company name doesn’t already say so, use a tagline to explain what you do. Would you have guessed what sandstonecastles is about if it hadn’t been for the tagline?
Every marketing campaign has the potential to raise brand awareness as well as generate new business. So before you launch, give your logo and company name a prime spot and be consistent with your branding and USP.
Check out my previous post “Stop! What Are You Actually Selling?” for more advice on this!
Check #6: Fulfilment
If you’ve done everything right before the launch of your marketing campaign, you should see a lot of response and new business. But that’s worth nothing if you can’t deliver and follow through on your promises!
You have to make sure that you’ve got the infrastructure and manpower in place to deal with the results of your campaign. Once you let a new customer down, it’s difficult to rebuild their trust in you and your small business.
And be optimistic when it comes to estimating the anticipated response from your target audience. Better safe than sorry, especially when it comes to the success of your small business marketing!
To read more about this topic, have a look at these:
Your Small Business Marketing Plan: What is it, Why Do You Need it & How Do You Get One?
Who Should I Call? 12 Design and Marketing Job Definitions
A Simple 7-Step Marketing Audit for Small Businesses
What’s Your Plan for the Next 6 Months? 11 Marketing Ideas for Small Businesses