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Foundational Marketing Strategies for New Businesses

Dec. 05, 2023 | Jailyn Glass

Person uses iPad for Marketing plan

Marketing Strategy Foundation for New Businesses

Investing in your team and tools are crucial for any new or growing business, enabling you to meet and anticipate your customers’ evolving needs. By adopting an inbound marketing approach that prioritizes intentional and helpful efforts, your business can provide value at every stage of the customer journey and establish itself as a reliable and indispensable asset. 

This article explores the five essential aspects of beginning a successful marketing plan for a new company and the methods and resources to help them expand.

5 Marketing Strategies for New Businesses

1. Refine Your Brand Identity

Establishing a unique and recognizable brand is the first step for laying your marketing foundation. And this goes beyond creating a logo. A brand comprises multiple components such as the name, tagline, logo or symbol, design, brand voice, and more. Having a different brand identity doesn’t only make your product more memorable and your brand competitive in the marketplace. A brand identity with a face, trust, and a mission attracts people who align with your brand and consciously choose you over the competition. Once users become customers, that brand identity gives them a sense of belonging.

[callout] HubSpot Brand Strategist James Zabik says, “One of the most important things to consider when building a brand identity is how your messaging will resonate with your target audience. Start by finding out your audience’s pain points and communicating how your company or product helps solve them.” [/callout]

Pinpoint what makes your business unique – consider if your mission addresses a need; unique from competitors’ solutions. What do you offer your consumers that others can’t? Establishing the difference between you and your competition is vital to developing a solid foundation for your brand and supporting your marketing strategy. If you haven’t already, utilize our free 4’s of Marketing worksheet to help you refine your brand.

2. Create Messaging Architectures

Messaging architectures define a business’ messaging to consistently convey the value of a business, product, or solution. Organizations may have multiple messaging frameworks and individual architectures unique to products/services or brand personas. This allows the marketing, sales, and support teams to translate value propositions, supporting messages, and proof points in any situation. Slogans are similar to overarching messages, while value propositions are the core benefits your business wants to communicate to leads and customers. 

Creating a message architecture ensures your business, team, and creators are all on the same page. The brand content and messaging align with the business’s major objectives.

3. Leverage Organic Presence

Businesses can connect and engage with current and prospective customers by leveraging various digital channels, such as search engines, email, and social media. Not only does this allow your brand to reach a much larger audience more cost-effectively than could be accomplished through traditional channels, but it specifically reaches those more likely to buy your products and services than paid means.

Organic media also helps establish a brand’s personality and voice. This authenticity builds relationships and authority by sharing informative, entertaining, or inspiring content that engages and nurtures customers at every stage of their buying journey. By leveraging your website, social media, or even Google Business Page, organic marketing creates permanent traffic sources for your website, bringing in free, natural traffic to your business over time.

4. Invest in Customer Relationship Management Automation (CRM)

A CRM is software designed for businesses to manage and track all their relationships and interactions with customers and potential leads. Say goodbye to 50+ tabs of spreadsheets, databases, and apps to track client data. A central component of CRMs today is their ability to allow sales and marketing teams to utilize personalized automation. By automating tasks, such as chatbots, email marketing, and contact segmentation, your business can save manual labor by automating tasks without losing the personalization of traditional human interaction.

As a HubSpot Solutions Partner, we can help you maximize your business potential by utilizing inbound marketing strategies with the HubSpot CRM. We can set up your company or offer hands-on guidance to improve your CRM experience. 

5. Utilize Paid Marketing

With paid marketing, you can target specific personas searching for something and drive action based on demographics, geography, behavior, interest, and more who might not be familiar with your business. Targeting specific demographics based on personas ensures better utilization of the advertising budget to get conversions quickly compared to organic marketing – it sometimes takes months or even years to get on the first page on SERPs.

Implement Your New Business Marketing Strategies 

Now that you’ve learned about the five foundational marketing strategies for new businesses, it’s time for you to set them into motion. It’s now time to take action and implement these ideas. Using our free Marketing Plan template, you can begin building your marketing plan. 

If you need additional support, no worries! We have an experienced team of marketing enthusiasts ready to assist you in establishing a strong foundation for your business. Contact us today to learn how we can help you achieve your marketing goals.

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