Starting a Business is Not What You Think

Starting a Business is Not What You Think picture

Written By Werner Truter

If you’re in the midst of setting up your business, you may be focused primarily on developing your product or service. But, have you given product/service marketing any thought? Even the best products cannot sell themselves – you need a solid marketing plan and given that most marketing today happens online, expect your sales momentum to come from the right digital marketing activities.

Not just a fancy buzzword

Engaging your target audience online is not easy. There are many ways to reach potential customers online, be visible on search engines so they can find you, and guide them through the purchase journey on various channels and across desktop and mobile devices. The trick is in finding the most effective ways to grab your audience’s attention, gain their trust, and make them brand advocates over time.

A ton of research

Where do you begin? You don’t want to waste time on digital marketing tactics that yield little or no value for your business. Identify your audience’s online habits; their wants, needs and desires; your competitors’ marketing tactics; and estimate returns from various online marketing strategies for your business. Laying the groundwork is essential, and it takes time, effort and focus.

Dos and don’ts


  • Have a plan
  • Prepare for every stage of the customer journey
  • Create personalized experiences
  • Unify online and offline marketing
  • Track progress and measure results
  • Compromise on brand content
  • Sell before you engage
  • Spam customers and display a bad attitude
  • Ignore feedback or not have a means to track feedback
  • Expect overnight results


Hire the right people

Start-up entrepreneurs typically don’t have the time to focus on digital marketing, which is a full-time job. Hiring an experienced digital marketer in the early stages of business may not be financially justifiable.

However, hiring an external digital marketing agency or consultant to plan and implement online marketing is cost-effective and associated with good outcomes. That is because you will be consulting a marketing professional with industry experience and insights to guide you correctly and take over your company’s digital marketing. While you focus on the strategy side of business, professionals handle digital marketing on your behalf. It’s a smart strategy to spread brand awareness, create the right perceptions about you, and encourage your audience to trial your service or buy your product.

Contact us today for a reading or a Business Reading with Werner Truter for your start up!

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