Your First 5 Marketing Priorities

Most people get this backwards

When you start a new business, the first thing you think about is how you’re going to get new customers.

You’ll post on social media, record a podcast, send emails, ask for referrals.

That’s a common sense approach. And if you do enough of it, you’ll probably get a few customers.

That’s not what you should start with.

I’m sharing five things you need to focus on to set the foundation of your marketing and get the results you want.

Your Product / Service

Good marketing starts with a good product or service.

A great product can thrive without great marketing. Your customers will happily do the marketing for you. Even with the best marketing, a bad product or service won’t survive long term.

Before you think about your Instagram marketing strategy or get a list of potential customers, you need to have a good product.

Is your product going to get the results your customers expect? Will they enjoy the experience? Are you qualified to provide that service? Will you exceed their expectations?

It’s easier than ever to start. The barrier to entry is nonexistent.

Great.

You still need to create valuable products and provide excellent services.

Your Customers

Once your product or service is solid, the next step is defining your ideal customer.

“Everyone” is the worst answer you can give.

The more specific you can be the better. It’s impossible to reach the right people when you don’t know what the right people look like.

Here are some questions you can ask and answer to start defining your ideal customer:

• What are their key demographics (age, gender, income level, occupation)?
• What big problem or need does your product/service solve for them?
• What are their biggest frustrations with current solutions or alternatives on the market?
• What would make them consider switching from their current solution?
• How do they typically research and decide on purchases in this category?
• What values or qualities are most important to them when choosing a product or service (quality, convenience, price)?
• Where do they spend their time online and offline (social media, websites, physical locations)?
• How often do they make purchases in this category, and what influences them to buy again?

Clarifying your ideal customer profile requires research. Immerse yourself in communities and talk to people. Too many eager entrepreneurs think that everyone wants or needs what they’re selling.

Trying to appeal to everyone leads to no one noticing you.

Your Value Prop

A unique selling point and a value proposition both explain why your product is great — but there’s a small difference that I’ll explain.

Your value proposition is the guiding message that describes why your product is the best choice for a specific customer. This is what guides the rest of your messaging, so you need to figure it out before you start posting on social media and sending emails.

The goal of your value prop is to show customers the overall experience and benefits of what you’re selling. Explain why they should buy your product or service.

Two companies can sell the same thing and have a different value prop.

I started a mobile car detailing business this year, so I’ll use that as an example.

Company A’s value proposition is: A luxury detailing service that leaves your car showroom-ready every time.

Company B’s value proposition is: On-the-go car detailing that gives busy parents a spotless vehicle — without disrupting your day.

Both companies provide the same services, but the two different value props would make their marketing content completely different. Company A would be posting photos and videos of luxury cars. Company B would post before/afters of minivans and mom-mobiles.

Here are a few things to think about while you’re developing your value proposition:

• What is the core problem or need that you’re solving?
• How does your solution fit into your customers life?
• What value are you providing that benefits the customer?
• What is the customer’s ideal outcome?
• What do you want your customers to feel after using the product/service?

Your goal is to have a value proposition that resonates with customers, is easy to understand, and clearly communicates why your business is the exactly what they need.

Your USP

A unique selling point is why customers will pick you over your competitors. It’s something you’ll develop after your value prop.

USP: why a customer should choose your product/service over others.

This explains why they should buy from you and not anyone else.

The luxury car detailing service is only competing with the other luxury car detailers. They’re not competing with the details for busy parents. So their USP is why a customer should choose them over the other luxury detailers.

Your USP is at the intersection of:

• What your customers want or need.
• What your competitors are not adequately offering.
• What your product/service excels at or uniquely provides.

Rosser Reeves was a creative director in the 1940s–50s and explained the idea of the unique selling point in his book, Reality in Advertising.

He said you need to have: “one benefit, one USP, one promise.”

M&M’s USP was that they don’t melt in your hand or pocket. Every other chocolate candy melted, and that was a problem for the customers.

Here’s a quick method to brainstorm your possible USPs:

1. List out your top benefits.
2. Rate how much your customers care about the benefits 1–10.
3. Grade how well your competitors provide or focus on the benefits 1–10.

Choose a benefit that you can provide, that your customers care about, and that your competitors aren’t focusing on.

Your Communications

Think of the first four sections (Product/Service, Customers, Value Proposition, USP) as the what and why, and your Communications Strategy is the how, where, and who.

The goal is that every piece of communication is consistent, targeted, and reinforces why your ideal customer should choose your offer.

I’ve made the mistake of thinking my first Instagram post would flood my inbox with new customers, ready to throw money at me.

That’s never happened.

Most of your followers won’t pay attention to your post for more than 2 seconds. That’s not enough time for them to understand your offer and make a decision to buy.

Your first goal is to build awareness.

Make your ideal customers aware you exist and solve a problem. That means you need to be posting on the platforms where they spend time. Help them understand how you solve their problem and why your approach (linked to your Value Prop & USP) is beneficial.

To build awareness and get people to consider your offer, you need to communicate your message consistently. Whether you’re sending emails, posting on instagram, or making cold calls, consistency is required.

Start with who you’re communicating with. How do they talk? Maybe you heard that you should write like you talk, but you need to write like your customers talk. You need to speak to their problems and at their awareness level.

Then plan for how you’re going to communicate with those people — your tone matters. Are you going to be funny and post memes? Or be the luxury brand? You can’t switch your tone in every post.

Then decide where you’re going to communicate with people. You can likely find your target audience on any platform, but some are better than others. Focus on one platform and one type of content. Focused effort will help build the momentum you need.

Effective marketing begins with a solid foundation.

By prioritizing your product/service, deeply understanding your customers, crafting a compelling value proposition, defining your USP, and building a sustainable communications strategy, you’ll set your business up for success.