Working in marketing….an overused, misunderstood word if there ever was one (but I digress) – has allowed me all kinds of opportunities to get to know a variety of businesses and organizations from behind the scenes.
Sometimes my firm works to consult with an already strong business looking to position itself for greater growth, sometimes we work with non-profit or public sector clients to increase community awareness or spark support for an initiative. And sometimes we meet with start-ups who are looking for strategies from the inception. Each situation is uniquely challenging.
Regardless of the project or size of business, there are commonalities to creating successful marketing:
- Develop a clear brand identity. You must find your niche. Targeting your market may seem to narrow your options but the truth is it can increase your customers dedication and thereby increase your market share through time.
- Define your message. Once you’ve decided on your brand, you will probably have different messages you want to share with your customers. It may feel at times as though you are “preaching to the choir” but all the better for building your tribe’s support of your business and your brand.
- Developing a strategy. My favorite phrase (and our company tagline) is, “Marketing without strategy is meaningless.” If you want to see results from all your messaging, and if you want to build sustainability – you’ve got to have a strategy.
- Find creative solutions for getting your message heard. Let’s face it – we are inundated with advertising these days and it’s important to be mindful of this fact. It’s also important to recognize that creative solutions can be more engaging, more memorable and create more engagement via viral sharing and online conversations. Be bold – and don’t be afraid to try something new!
I’m excited to share my knowledge and expertise with my clients to help them reach their goals. I am also excited to now be able to offer many of my consulting services free of charge as the new Small Business Development Center’s Marketing Consultant.
Whether you’re running a new or existing business, I would love to discuss your future goals and help you along your road to success! I can be reached at the SBDC office at 530.242.7630.
Leah Goold-Haws is the Creative Director/Marketing Strategist for LGH Marketing/Strategy. Leah’s experience includes work at advertising firms, freelance design and marketing strategy along with international work in TV & radio. Leah worked as Creative Director of a marketing and advertising firm in Northern California before opening LGH Marketing/Strategy in January of 2011. She currently owns two successful businesses and is expanding into the global marketplace.