Here’s the thing, when it comes to starting and growing a business most people understand that marketing is a crucial part of business success, and that’s spot on! But where most small businesses and start-ups miss the mark is where they start. Most begin with a website, social media or perhaps an event, without having a clear roadmap for success. They begin with short-term tactics instead of a long-term strategy. This amounts to putting the cart before the horse or as I often say;

Tactics without strategy is like building a house with no foundation.

So here are 6 key elements that I believe every successful marketing program needs:

1.     Vision and goals – Be crystal clear about why you’re in business and what you aim to achieve. All your marketing activity should stick to the story.

2.     Branding – Branding isn’t just about your colours and logo, it’s an outward expression of what you stand for inwardly. It sets the tone and narrative for your entire business. Ask yourself these questions:

• What values underpin my business?
• How can I express my uniqueness through my brand?
• What tone of voice does my brand have?

3.     Pricing – People infer a lot about your business by what you charge. Pricing is a key marketing component that affects the way your brand is perceived in the market and should reflect your brand values in some way.

4.     Channels and tactics – Choose the channels and tactics that best fit the audience that you are trying to reach, in a nutshell; wherever your audience is, that’s where you should be. However your audience like to receive information that’s how you should deliver it, and if you’re not sure ask them.

5.     Planning – have a written marketing plan. Download my free marketing plan template here.

6.     Execution – Last but not least take action, none of the above really matters unless it results in action. The key thing is to make sure your actions are purposeful, so here’s my last 3 tips

• Measure what works – track your results.
• Pivot – If it doesn’t work stop doing it and try something else.
• Adjust – improve your plan as you learn, be agile and move with your market.