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Without clients you do not have a business and the key to getting customers is letting people know you exist.

This is where marketing comes in.

Marketing is an all-encompassing term for the actions you take to tell your potential customers about your business and covers a wide range of disciplines, including – but not limited to:

  • Print Advertising
  • Social Media
  • Public Relations
  • Content Marketing
  • Email Marketing
  • Word of Mouth
  • Direct Marketing

Marketing is almost certainly one of the most important things you can do to ensure the success of your small business.

But, when you are a start-up, and probably a solopreneur to boot, trying to juggle all the balls of running a business, marketing can sometimes get pushed down the list of priorities.

It really shouldn’t. The bottom line is, without marketing, you will struggle to find customers and without customers your business will fail.

Here’s why marketing is so important:

1.     You’ll make more sales

Sales, whether of products or services, are the lifeblood of your business. When people know your business exists, they’re much more likely to become your customers. If your marketing campaigns are doing their job properly, you’ll start to see an increase in sales shortly after you get started.

2.     Marketing will increase awareness

Even if the people who see your campaigns aren’t interested in, or in need of, your product or service right now, you will be planting the seeds of your brand in their minds.

When they are in the market to buy, they will know your brand, the products you offer and their benefits and will come to you.

3.     You’ll make potential customers trust you

The more “known” your business becomes, the more people will trust you. The more people trust you, the more likely they are to buy your products and services.

Building trust isn’t something that can be done overnight. Marketing is a long term project which keeps your business in the minds of your target audience, helping them to get to know you, understand your values and begin to trust you.

4.     You’ll learn your audience 

It’s important your campaigns target the people who will be most interested in your product or service and those who will benefit from it the most.

When you are first starting out it might be hard to know who exactly your target audience is, but as you start seeing the results of your marketing campaigns you will begin to gather valuable data about which demographics to focus your attentions on for maximum impact. You’ll also start to notice what your competitors are doing and learn from them too.

5.     You’ll develop a ‘buyer persona’

As your marketing starts to bear fruit you will start gathering data about the customers are buying from you. You will see trends in their age, income, location, occupation and hobbies.

This information will help you build an ideal customer profile and enable you to target your campaigns more specifically to those audiences most likely to buy from you.

Impetus4 Resources

Go to our Resource Centre now to find everything you need to start marketing your business in the Step 3: First Steps section of the Impetus4 programme.

6.     You’ll learn what marketing works

There are hundreds of different marketing tactics and strategies you can employ to find customers. By experimenting with different marketing methods, such as email campaigns or social media, you will learn the ones that work best for you and can then focus on them.

Each marketing campaign you run – whether it’s a success or a total flop – will bring in vital information which you can use next time around to do better.

Marketing is an ongoing cycle of planning, implementing, gathering data and using the information to plan the next campaign.


7.   You’ll build a powerful brand

Although your main focus is going to be making sales to build your business, it’s smart to use your marketing campaigns to build a brand that your target audience will remember.

Your brand is what separates you from the competition – it’s your reputation, style, values, culture – and could be the reason a customers chooses to buy from you and not a competitor.

Put some effort into building a solid, memorable brand and the effort will repay you tenfold.

Growing your Business

Discover more tactics for Growing Your Business in Step 4 of the Impetus4 programme – Onward and Upward.