Top tips for any entrepreneur launching a new business - Part 1

What a rollercoaster two years we’ve had with the dreaded C word! The coronavirus pandemic has made many changes to the way we work. From hybrid working to the proliferation of video calls, one thing is for sure life will not be the same again for many of us post covid. Perhaps this pandemic has given you chance to reflect on your career aspirations and you’ve decided to launch a new business. If so, this blog is just for you Icon’s top tips for launching a new business.

1.      Who is your target market?

If you’re launching a new business understanding who you want to market to is key. You need to understand your target audience; what is their motivation to purchase? What will push them over the line? Gaining an understanding of this will help you secure your all important sale. If you already have customers what is their persona? Young/old, time poor, cash rich creating a persona of your ideal customer should be your first step in your marketing activity.

2.      What is your USP?

Most likely you are entering a competitive market. What is unique about your proposition which sets you apart from your competition? Give your purchaser a reason to choose you over another business. Finding this is key to distinguishing you to your purchaser.

3.      Don’t become overwhelmed

In this digital era the options to market your business are endless. Finding the marketing activity which will give you the best ROI the key to your success. So, whether that’s a strong presence on social media or first rate website. Pick your tools wisely to maximise your profits.

4.      Look for the quick win

Icon works with many new businesses and we understand that marketing spend can be tricky in your first few months of trading. So, utilising longer burn techniques such as SEO could easily swallow up your all important marketing budget without seeing an immediate return. Find the quick win and utilise this then invest in longer term strategies once the till starts ringing.

5.      Analyse your data

If you have a website, make sure you are accessing Google Analytics to understand what works and what doesn’t. If you don’t there are other areas where you can gain meaningful insights into your business. Use this data to better inform yourself of your next steps in marketing.

6.      Don’t overlook your existing customers

Once you have gained a new customer make sure you are communicating with them whether that’s a monthly newsletter or social media posts. Reaching out to existing customers is far more cost effective than trying to find new ones.

Part two of Icon’s top tip for launching a new business will be coming up soon. If what you’ve read has whet your appetite get in touch for an informal chat kiesha@iconmarketingcomunications.co.uk 07979940526.

Marketing predictions for 2022

Crispy autumnal leaves, the first frost of the year and darker nights, all means one thing we’re rapidly approaching the end of 2021. A year like no other! But what is in store for 2022? In our latest blog we take a look into our crystal ball to predict what to expect for marketing in 2022. We’ll be looking at Google updates, social media and traditional marketing amongst other factors. Read on to find out how to get a head-start for your business in 2022.

1.      Another Google Update

In early 2022 we’ll be seeing the rollout of MUM (Multitask Unified Model) the AI model update is set to make complex search results more simplified. This is one of many steps taken by Google to make searches easier for users. There have been minimal changes to search engines over the past 20 years although we have seen many enhancements and updates however the core rules of how a search works have remained relatively unchanged. The innovation of MUM promises to bring more results of what we want without having to make several searches. MUM will inevitably have an impact on SEO with keywords taking a backseat to whether the site answers the query written by the user.

2.      Paid Search

Pay-Per-Click (PPC) if you’re looking to create a successful online platform investing in PPC is a must, but how do you get the best results? As previously discussed, the ever changing Artificial Intelligence (AI) is fast becoming a major factor in running an effective PPC campaign. Utilise it when automating bids or looking for longtail keyword suggestions. Get social, we’re aware of the benefits of paid social advertising on Facebook and Instagram but there’s an emerging player in the marketplace Tik Tok. Tik Tok has recently formed a partnership with Shopify to enhance advertising processes with the platform. Look at integrating it into your campaigns to get ahead of your competitors.

3.      Social Media

We’re seeing an emerging player in the social media market Tik Tok. With many innovations this social network is rising through the ranks its seen an increase in users of 45% in less than a year compared to a 6% monthly rise in users on Instagram (Hootesuite). We recommend spending some time familiarising yourself with Tik Tok and bagsying your handle. We’ve seen many businesses utilising social media to sell their products. Users are becoming accustomed to this and are growing to expect this. Despite mixed feelings from users social listening is going to become even more prolific in 2022 with many businesses already utilising this tool through their chosen social media management platform.

4.      Events

With many events from networking to team building hosted online in 2021 due to the pandemic we wonder if we will see a full return to in-person events in 2022. What the past two years has proved is that its not necessary to host all events in person. The cost saving benefits of hosting events online is one of many benefits to virtual events but can you really gain the essence of an event from behind a laptop? Event organisers are certainly behind hybrid events with 64% saying they will continue to utilise virtual features at live events (State of the Event Industry Survey). Either way whether virtual or in-person we expect to see many more events hosted by businesses in 2022.

5.      PR

Although there are many developments in PR due to our advances in technology, Icon believes getting back to basics is a must in the world of PR. Don’t blanket email journalists, personalise your emails. Write engaging ‘newsworthy’ content whilst building the credibility and reputation of your business. As we all know in the digital world ‘content is king’ so incorporating your PR strategies into your website will reap rewards in 2022. As will online reputation management. Are you responding to reviews? Are you dealing with negative comments and reviews? Buyers are increasing interested in these factors. We also believe there will be a continuation of influencer marketing. Finding influencers who are aligned to your core values will help you gain maximum exposure for your brand.

Most importantly like every year the best way to effectively execute your marketing campaigns in 2022 is to plan. If you’d like to talk to Icon about your marketing for 2022 or anything else, feel free to get in touch kiesha@iconmarketingcomunications.co.uk 07979940526.

How to ensure you start 2021 with your best foot forward

Economists could never have predicted what a tumultuous year 2020 would prove to be. Two national lockdowns, the demise of many high street brands and the uncertainty of Brexit have all created the perfect storm for a difficult year of trading. Although there are some ‘green shoots’ particularly with the advent of a vaccine. There’s no denying that the start of 2021 will spell the survival of the fittest. So, what can we do as 2020 draws to a close to ensure our businesses are as robust as possible? Read on to hear my top tips on how to make 2021 a bumper year.

Back to Basics

When did you last review your business plan? If the downturn in trading has left you with more free time now is a great opportunity to create or revisit your business plan. Can you provide your product or service in a more accessible way? Perhaps incorporating video consultations to clients or moving the business online. Knowing what we know now heading into 2021 we should be fully armed with a fool proof business strategy.

Pivot! Pivot! Pivot!

The term pivot has shot into our vocabulary with many businesses looking at inventive ways to continue trading. The swerve, as some commentators are now referring to it, is a way of making your business COVID proof. Events companies distributing care packages for companies, pubs opening delis and businesses adding a new range of services. The ‘swerve’ is keeping many businesses afloat. Can you adapt or expand your services?

Budget

Relook at your budget, what can be cut back on or repurposed? Although it’s tempting to slash marketing budgets the only way to survive is by investing wisely in the business. Marketing is an integral part of this. So, start by looking at your budget and allocating a proportion to marketing activity. If budgets are tight look at activity which will give you the best ROI whether that’s a PPC campaign, paid social or email marketing the tools are there to make your £’s work for you.

Wellbeing

With many staff still WFH (working from home) it’s likely to have taken a toll on their mental health. After all, the workplace is ordinarily a sociable environment. Do your staff feel valued? With current restrictions it’s unlikely that many companies will be able to hold an annual Christmas party this year. What can you do to ensure your staff are happy and appreciated?

Brexit

With less than 1 month to go until the end of the transition period we will be working with new rules for trading with the EU from 1st January 2021 onwards. Are you ready? Do you need to look at having your qualifications recognised by EU regulators or do you need to apply for a work permit? Trading with the EU will be a little different next year make sure you’re not caught out.

Although 2021 seems a little daunting with the right professional help you can make it successful. To see how marketing can help you achieve your objectives get in touch to arrange a socially distanced consultation kiesha@iconmarketingcommunications.co.uk