A marketing strategy is something that defines your business and how you will spend your money to achieve your business goals. A good way to define your business’s marketing strategies is to think about what types of messages your business wants to convey and then determine whether those messages are positive, negative or neutral.

Businesses with negative messages usually focus their campaigns on trying to convince people not to do things such as visit certain locations or shop at specific stores. This creates an uncomfortable atmosphere for customers and can turn them off from going to these places.

On the other hand, businesses that emphasize positive messages may put up decorations to celebrate an anniversary, hold fundraising events, promote new products via advertisements and so on. These activities increase customer loyalty and engagement, which help in building your business.

This article will go into more detail about some ways that I have seen brands implement successful marketing strategies. I will also talk about why these strategies work and any examples of each one from my research.

Identify your target market

The first step to effective marketing is knowing who you want to reach and defining what messages will appeal to them. Who are these people? What do they like? What topics interest them?

You must know your audience before trying to get their attention. By doing this, you can create more targeted campaigns that stick.

Start by looking at demographics and statistics to determine who your potential customers are. Find out where they live, work, and go so you can focus your efforts there.

By targeting specific areas, you’ll find it easier to connect with those people!

Knowing your audience makes creating content easy as pie. You may not need to advertise directly to everyone, instead focusing on one group or individual only.

Develop a marketing plan

A marketing strategy is what you will use to promote your business! This could be through social media postings, creating new blogs or pages, advertising in the area surrounding your community, etc.

Your marketing strategy should be based on what your business does and how it fits into the market. For example, if your business can offer tutoring services then starting a tutoring company website would make sense. If there are already several tutors in your area that are well known, adding “Tutor” as an additional feature to their site would be appropriate.

You get bonus points for being creative and coming up with unique ways to describe your business and position yourself in the marketplace.

Create promotional materials

After you have done some initial marketing, your next step is to create additional promotional material to use for more exposure. This can be an interesting mix of things such as t-shirts with your company logo or slogan printed on them, brochures, flyers, and direct mail pieces.

Brochures are one of the most effective types of promotional item you can buy. They are very cost efficient and can be designed to tell your story and promote your product.

There are several ways to design these documents, and it depends on what kind of message you want to send!

They can be themed around the products or services that your business offers, they can feature articles or statements about your field, and they can even be designed to draw in potential customers.

Businesses will spend money to make advertisements so why not do the same thing but give away something for free? A well designed brochure that includes enough information and calls out the benefits of their service or product is sure to win over new clients.

Distribute promotional materials

As mentioned before, your business will not survive without marketing! What kind of market you are targeting will determine what kinds of promotions you need to spread about your company. But aside from targeted advertisements, you can also distribute promotional material for your business.

This does not mean handing out flyers or buying lots of products with your hard-earned money, instead use the media as one of your tools.

For example, if your business is related to health and fitness then start putting up posters, posting pictures on social networking sites like Instagram and Facebook, and creating online blogs that talk about tips for healthy living.

These all help to promote your business and get the word out there. And though it may cost some money, investing in advertising now is much more affordable than later when people find out who you are and what you offer.

Measure your results

A lot of marketers spend time looking at how many times they posted about their product on social media, how much money they spent on ads, or even both together. However, what most people fail to measure is the effect that their marketing strategies have on the long-term success of their company.

The thing is, not only does spending lots of money on advertisements help get more exposure for your product, it also helps build an audience who trusts you and comes back to see your content. People will continue to watch your videos, listen to your podcasts, and come to your website if you advertise well.

This article will talk more in depth about some ways to evaluate the effectiveness of your marketing strategies as well as some hard lessons I learned while developing my business.

Identify your strengths and weaknesses

As mentioned before, you will not be able to effectively market yourself if you do not know who you are as an individual and what you like to do. This is why it is so important to identify your strengths and weaknesses.

Your strengths can help you market yourself by giving you an edge over other candidates with whom you may be competing for a position. Your weaknesses can prevent you from getting the job because you cannot overcome them.

By having these two pieces information, you can begin to develop strategies to improve upon your current strengths and eliminate or reduce your current weakness.

Improve your marketing skills

A lot of people think that once you have their business, they’re done with you. This isn’t the case!

Business owners often spend time focusing on taking care of what needs to be taken care of inside the office- whether it’s giving an important presentation next week or answering e-mails in bulk at night.

They forget about their personal life. They stop going out with friends because they work all day and then need to focus on work after hours.

And when they do go away for a vacation, it’s usually for a few days at the most since they don’t have much time off.

All of these things can start to take a toll on you. You lose confidence in yourself and your ability to enjoy your life outside of work.

This is not a good thing. Releasing this tension will help you perform your best at work and beyond.

Start by asking yourself questions like what are my strengths? What areas could I improve upon?

You don’t have to know everything, but being familiar with at least one area of the field you’re in helps set you apart from others.

It also gives you something to talk about while you’re working.

Create a website

A business without a web presence is like having a restaurant with no menu or table service. You can’t do anything to promote your company until you have all of those components!

Having a site allows for online engagement, community building, marketing, and communication. Your potential customers will be able to view your products, connect with others in the industry, and even search for tips and tricks from you!

There are many ways to create an engaging website that fits what you want to communicate and grow your business. Some of the most common types include creating an eCommerce store, adding blogs to update your audience, creating pages to share your expertise, and creating review sites to compliment yours.

Whatever type of website you choose, make sure it aligns with who you are as an entrepreneur and business person! If you don’t love what you put out there, then people won’t feel connected to you. And they will not invest their time in you or your company.

Caroline Shaw is a blogger and social media manager. She enjoys blogging about current events, lifehacks, and her experiences as a millennial working in New York.