Marketing Challenges for Entrepreneurs

As an entrepreneur, we can get pulled in so many different directions. There are challenges that will distract you on this entrepreneurial journey.  In this article, I will highlight just a few marketing challenges for entrepreneurs and new business owners.

  1. Not knowing your audience: So many people start businesses based on their watts marketing challengespassions and strengths.  This is excellent!  However, we often are so focused on starting the business that we forget to pay attention to who we are selling to, including their needs, desires and burdens.  We sometimes stop at just describing the demographics of our target audience.  However, there is more to knowing your audience than their age or demographics.  How do they purchase?  What keeps them up at night?  Where do they consume information? What do they follow and like on social media? It is critically important to know your audience.
  2. The wrong marketing platforms:  Many new businesses have the wrong marketing platforms.  They hear about so many social media platforms or new apps or programs and they want to start all of them.  There is not careful consideration of which platforms work for your business, target audience or which of them “speak” or sync with each other.  It is important to do an audit of your programs and make sure they work for your business and marketing strategy.
  3. Inconsistency & Lack of Clarity:  One of the keys to branding is creating a consistent story and selling that narrative to your audience.  This requires managing a lot of moving pieces and being able to stand back from your company and brand and decide on a consistent message.  This can be challenging. Often, this is the importance of having a marketing or branding consultant, to have an objective eye to look at your messaging and challenge you on your strategy.  Inconsistent messaging can cause distrust and ultimately hurt your brand and selling opportunities.
  4. Not Knowing Your USP:  Knowing your Unique Selling Proposition is key to marketing and branding.  You must know what value you bring to the table.  What is your differentiator?  Why should your clients and customers purchase from you? When businesses are unclear on this, they stumble through their messaging and how to sell and package their products and services for their clients.  Know your value.
  5. Underestimating Content Marketing:  Most small businesses don’t have the time or staff to work on content for their social media, blogs or website.  However, content marketing is key to establishing your brand and identity.  It is what will set you apart as a thought leader in your industry. No matter what you are selling, work on establishing yourself as an expert in your industry.

All these issues can be overwhelming, however, every business owner faces marketing challenges.  For assistance with any of these marketing challenges, feel free to contact me. 



To Thine Self Be True: Niche Marketing

One of the foundations to any marketing and branding plan is to know your audience.  I cannot stress it enough.  Knowing your target audience is critical for many reasons, including knowing exactly how to speak and market to your audience.  Many people often fear that if that you get too specific or have too narrow of a target, they will miss out on potential business or clients.  But there is no way to speak to all people. Just like we don’t look for designer handbags at Walmart, nor do we look for buy 1 get 1 free deals at Niche MarketingBloomingdales.  Getting really specific in your marketing and brand position, helps you to build a marketing plan that is sure to work. It helps to create niche marketing, which can be helpful in branding yourself and growing your business.


What is Niche Marketing?


Niche marketing examines a segment of your clients or audience and identifies how this particular audience prefers to buy, purchase or engage. It will identify a niche in various ways; either through industry, skill set, age, interests, purchasing behavior, etc.  Once the niche is identified, the company will build a marketing plan around this industry.


One of the things I want to stress is that niche marketing does not mean that you will not focus on other areas of your business.  However, it is simply making a decision on how you are choosing to create a specific marketing strategy or campaign.


How Do I Develop My Niche?


A niche will not just fall into your lap.  You will need to create it, look for it, develop it, connect it.


1.) Know your USP – Be clear on your unique selling proposition.  What sets you apart?  What do you bring to the table that is different from others in your industry.  Examine your strengths and talents and how you present it to the world.


2.) Know Your Passion – In order for any branding or marketing plan to succeed, you must know your passion.  What is that you love to do or talk about?  What are you truly good at?  Take that and combine it with your USP.


3.)    Know Your Audience – If you combine what you are truly good at and passionate  about, with a specific audience or industry, you will learn all the factors, specifics of that audience and begin developing programs and services to assist with that.  Know their main concerns, not just in your industry, but truly get to understand how your audience thinks.


Once you know the three items above, then begin connecting the dots.  This is where you may need a coach to help you work through the process.


Test your niche.  Do something of low cost and not too much effort and evaluate the type of response you receive from your intended audience.


If you need any assistance with developing a niche marketing plan, feel free to contact me for more information.