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Starting A Business Fundamentals

Lesson Four

Marketing Foundations

Marketing is going to play an important role in the success of your business.

It doesn’t matter how great your product is or how useful your service if no one knows about it.

At this stage, before you even launch your business, you can start putting the foundations of a good marketing strategy in place by concentrating on setting up a website and creating social media profiles.

Why do you need a website?

A website is often the first port of call for anyone looking for your type of business or more information on your business.

A website is a “shop front” on the internet and in today’s digital age is a vital component for any successful business.

With the growth of internet accessibility across a range of devices, the internet is increasingly the first port of call for many potential customers when they are in the market for a service or product.

So, as a small business – or a business of any size – you need to be accessible and effectively “open all hours” for customers to find you.

Setting up a website is not nearly as scary – or necessarily costly – as you might think.

It does not need to be a complicated affair, with fancy programming and flashy graphics. A single page, detailing who you are, what you do and how you can be contacted can be enough.

If the site contains your logo and reflects the company’s branding, it’s a big step to building awareness and ultimately customer trust and loyalty.

Domain names and hosting packages are relatively cheap and content management systems such as Wix and WordPress mean it is within most people’s reach to set up a perfectly adequate website for most types of business.

Further down the line you can consider adding more to your website, such as a picture gallery of your completed projects if you are a tradesman, as well as testimonials from happy customers.

What about social media?

Social Media is huge and it’s not going away anytime soon, so you need to embrace everything it has to offer to help you get your fledgeling business off the ground.

As you start pulling everything together to launch your business, now is the time to ensure you can secure profile names that match your business name to ensure your customers can find you and to start to build a brand identity.

It’s best to pick just a couple of networks where your ideal customers hang out – be it Facebook, Twitter, LinkedIn, Instagram or elsewhere – and focus on them as social media can take over your life if you let it.

Spend some time creating profiles on your chosen networks that showcase your business in the best light and consider using the same profile picture across all platforms to start building recognition. This should be your logo or a high-quality professional head and shoulders shot of you.

Once you launch your business, it is important to keep your website and social media up-to-date and post relevant content regularly to build the relationship with your potential clients and boost your rankings on search engines.

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