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Launch
Marketing
Marketing Plan Update
After several weeks of operating and engaging with customers you will have actual data with regard to what is working and not working to bring them into your business. Keep in mind that a business opening is a big event so you may attract some early customers purely out of curiosity, but you also have an opportunity to 'land and expand' by upselling and cross-selling. This process will inform your tactics and strategy. That means it is time to review your plan from months ago. Refine areas that lacked hard data and slowly start to fine tune your marketing efforts. Now is not the time for major swings given the early stage of your business but you can certainly run experiments with different channels, promotions, pricing and methods to deliver value. Document your experiments and the results.
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TASKS CARDS
Do First
You should complete the following tasks before proceeding to the current one.
Marketing Strategy for Launch
This is an exciting task because it means you are nearing launch. You need to a strategy to get make the most out of your launch and then to sustain it. Developing a go to market strategy is not a small process and there are entire college courses on it. In fact, entire careers and organizations dedicated to just this effort.As you prepare for launch it is important to consider fundamentals that will allow you to build for the future. A strategy isn't just a website, business cards and some social media blasts. You must develop a campaign that has a combination of method to reach your customer, making them aware and informing of your value proposition. The campaign should help drive them to business and make purchasing easy. The campaign should re-engage them so they become return customers or spread the word to others. Lastly it should be data driven such that you learn during the entire process and can actively respond as new data becomes available.
Building
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Small Business Marketing 101: Using Email, Social, Video and More
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Keep Moving Forward
Don't stop now! Just pick the very next stage-card that resonates with your business and continue working on the correspondent tasks.
