Small Business Marketing: Mistakes, Messaging, and a Starting Strategy

In a recent episode of the Marketing Happy Hour podcast, The Kraft Co’s VP of Content Strategy was featured to talk about “Your Guide to Small Business Marketing.” It’s a conversation focused on brands, especially new or evolving ones–having a brand identity, crafting your brand’s messaging, and defining your “why.” 

It’s the steps we often miss or skip over. We set out on a cross-country journey without a map, just turning wherever it feels or seems right. Eventually we’ll get there (probably… maybe), but we’ll likely miss out on some important stops or have to do a few u-turns. 

The “why” behind your story and your brand is foundational. Not only is it your motivator, but it’s also the fundamental puzzle piece that your audience is or can connect with. Skip the corporate jargon–people are looking for the who and the why in your story, in your brand. 

We’re obviously not the first to say, and we won’t be the last, but marketing today is about being honest in your brand, your messaging, and your content. And that honesty tells a story and builds trust with a community that wants to follow you.

Yes, it is easier said than done. (Here’s a secret, we don’t get it perfectly every time.) There’s an art, if you will, to balancing a crafted message and authenticity. So, where can you start? 

Well, here’s a bit of a 30,000-foot view of our process to knowing and crafting that brand strategy: 

1. We love to start with a tried-and-true SWOT analysis (strengths, weaknesses, opportunities and threats)

These are best conducted with a small group of stakeholders and an outside perspective (like us!). Not only does this help us get quickly to the “why,” but it also helps to see what makes a brand unique from others. How will it stand out?

2. Plus, we need to map out the ideal or current customer journey 

Researching and analyzing the customer journey (or the ideal one if there isn’t a current map), helps us to research who a brand is trying to reach or who is already engaged with the business. We start to understand the psychology behind the customer(s), where they’re at, and what emotions are motivating them to connect with your brand. 

3. Then we can start to narrow down specific goals and the tactics to achieve them

These goals should be connected to your “why,” attainable, and have clear actions to support them. For the coming months or year, those goals are your North Star. They are the guide for all of your marketing efforts and actions. 

Ready for the next step in your small business marketing plan? Let’s connect to schedule your own strategy session or subscribe to our newsletter for regular recommendations on marketing and communication. 

And don’t forget to listen to the full episode of Marketing Happy Hour for more common marketing mistakes and how to avoid them, social media marketing tips, and advice for marketers and entrepreneurs.