I work with a hell of a lot of startups in the fitness, health and wellness industries. These are great people with really wonderful ideas. However, what I have observed is that too many business owners are in complete denial about what it takes to really grow their customer and client base. Some are under the impression that if they build it, they will come.
Others think it just takes a couple of big press hits to get the brand awareness ball rolling.
Most are incredibly impatient.
Sorry, folks, unless you do the deep research about who your customer is and if they even want a product or service likes yours, you are going to run into trouble. You also need to wake up to the reality that all marketing is pure experimentation and some activities work better than others. Depending on your target market, if you scurry around without a plan you will be hitting your head against the wall, wondering why your sales aren’t spiking like you thought they would.
You will be lost in the matrix of marketing hell.
It’s also very, very easy to get overwhelmed by what type of marketing you should be doing for your brand.
This is why I recommend building a plan first.
This plan does not need to be an 80 page manifesto for building your business. It can be as simple as focusing on the core elements for a plan of action.
These elements include –
- competitive market research
- defining your target audience
- a strategy for owned, earned and paid media
- a realistic budget
- metrics to measure your success.
This will help you create a realistic situation analysis and summary while giving you a clearer picture of what you must do first and a marketing strategy that will have you overcoming obstacles and threats as you build brand awareness for your business.