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Congratulations; you’ve decided to launch a startup with a positive social impact! Nearly every firm has Succeed maybe you will be one of them!
The bad news is: some Big companies have a bias against startups with an explicit positive social impact on the grounds that they have a smaller addressable market, and that the founders are not sufficiently focused on creating wealth.
so, what should you do?
All you need is Strong Marketing Strategy

But why Marketing?

At its most basic, marketing seeks to match a company’s products and services to customers who want access to those products. The matching of product to customer ultimately ensures profitability.
⦁ Marketing is any activities taken by a company to promote the buying or selling of a service.

Do I really need Marketing?

The main goal of marketing is to research, promote the product along with increasing audience engagement, leading to ultimately selling of the product or service. Customer Service. Brand Awareness.

So, invest your money in marketing it’s gonna payoff we promise you that!

Marketing is important because it allows businesses to maintain long-lasting and ever-present relationships with their audience. It is not a one-time fix; it is an ongoing strategy that helps businesses flourish. It engages: Customer engagement is the heart of any successful business. also, one of the main goals of marketing is to research and Not only build brand awareness but it can also increase sales, promote the product, grow businesses and increasing audience engagement.
leading to ultimately selling of the product or service. Customer Service. Brand Awareness.
• this is especially for SMBs.
So, invest your money in marketing it’s gonna payoff we promise you that!

8 smart steps to marketing your business

⦁ Running market research
⦁ Profile your target markets
⦁ Identify your unique selling proposition
⦁ Develop your business brand
⦁ Choose your marketing avenues
⦁ Set your goals and budget
⦁ Nurture your loyal customers
⦁ Monitor and review

The influence of business orientations in small tourism businesses on the success of integrated marketing communication.

Small businesses have been identified as a catalyst for creating jobs and generally growing the economy. One sector that is characterized by the proliferation of small businesses is that of the tourism industry. The key to this sector reaching its full potential is access to markets. Marketing communication can play an important role in attracting and retaining customers and in doing so increase the revenue of small businesses.

By: https://dribbble.com/shots/6149357-Family-road-trip-with-dog
As an example: Marketing low-cost airline services to business travelers
A number of EU low-cost airlines have reported their success in attracting business travelers on some of their routes. Recent research shows that business travelers working for small companies are more willing to trade in-flight service, frequency and Frequent-flyer program points for lower fares than those working for larger companies.

How technology advances influence business research and marketing strategy

Technology has a profound impact on business research, and especially on marketing, because
1- technology changes the way marketing managers do their job.
2- these changes lead to major changes in the topics that are important to study.
3- technology provides new ways of doing research.
The most important result of technological advance is the increasing impact of information technology, resulting in the growing importance of service and relationships in the economy. Future advances in marketing are likely to build from advances in technology and relating improvements in communicating, storing, and processing information about customers

The influence of firm behavior on purchase intention: do consumers really care about business ethics?

Posits that although behaving “ethically” should be important for its own sake, whether a firm behaves ethically or unethically may also have a significant influence on consumers’ purchase decisions. Examines the issue of unethical corporate behavior from the perspective of consumers. Addresses several questions. First, what are consumers’ expectations regarding the ethicality of corporate behavior? Second, is whether a firm acts ethically or unethically an important consumer concern, and if so, will information regarding a firm’s behavior influence their purchase decision? Demonstrates that consumers say they do care about a firm’s ethics and will adjust their purchase behaviors accordingly.
Ethics of business students: Some marketing perspectives

This study explores the reactions of 412 business students to a range of ethical marketing dilemmas. Reviewing some of the comparable Australian and U.S. research in the field. The findings suggest that a majority of students are prepared to act unethically in order to gain some competitive or personal advantage. The results support some previous research that shows the existence of gender and age differences in ethical response and likely behavior. This (gender) difference was most divergent on the issue of portrayal of women in advertising. In particular, females and older students respond more ethically in a majority of situations.

In the end our advice is, don’t give up on your firm and know how to choose the company that will really help you and give your customers what they want and deserve, and enjoy seeing your business rises and always keep connected, the future is Marketing!

LET US KNOW WHAT DO YOU KNOW MORE ABOUT MARKETING!

Does Every Business Need Market Research?

Absolutely YES! Market research is one of the most effective ways to gain insight into your customer base, competitors, and the overall market.
The main goal of conducting market research is to supply your company with the information you need to make informed decisions. It is especially important when small businesses are trying to determine whether a new business idea is viable, looking to move into a new market, or are launching a new product or service.

Market Research Scientific Definition:

The process of evaluating the feasibility of a new product or service, through research done directly with potential consumers. By this method allows businesses to discover their target market, collect and document opinions and make informed decisions.

Market research can be done directly by organizations or companies or can be outsourced to agencies which have expertise in these operations.
The process can be done through deploying surveys, interacting with a group of people also known as sample, conducting interviews and other similar processes.

Essential purpose of conducting market research is to understand or check the market associated with a particular product or service, to know how the audience will react to a product or service. The information gained from doing market research can be used to tailor marketing/ advertising activities or to determine what are the feature priorities/service requirement of consumers.

How Market research can help small businesses?

By: https://dribbble.com/shots/3476779-Growing-Small-Businesses

Surely it can help Growing small businesses in many different ways, As:

Competition:
According to a study 72% of small businesses focus on increasing income. Conducting research helps them gain insight into competitor behaviour.
By learning about your competitor’s strengths and weaknesses, you can learn how to position your product or offering. In order to be successful, small businesses need to have an understanding of what products and services competitors are offering, and their price point.

Customers:
Many small businesses sense they have an understanding of their customer, then they do market research and learn they had the wrong claim. By conducting research, you can create a profile of information for your potential customer and gain insight into their buying habits, how much they’re willing to spend, and which features had their interest. In addition, and maybe more importantly, you can learn what will make someone use your product or service over your competitors.

Forecast:
Small business is affected by the performance of the local and national economy, as are its’ customers. If consumers are worried, then they will be more restrained with spending money, which affects your business. By doing your research with consumers, businesses can get an idea of whether they are optimistic or concerned about the direction of the economy, and make modifications as necessary. For example, a small business owner may decide to postpone a new product launch if it appears the economic environment is turning negative.

Opportunities:
Potential opportunities, whether they are products or services, can be specified by doing market research. By learning more about your customers, you can gather insights into complementary products and services. Consumer needs change over time, influenced by new technology and different experience, This can create new opportunities for your business.

Types of Market Research:
“Methods and Examples”

Whether You have an organization or business and wishes to know purchase behavior of consumers or the probability of consumers paying a certain cost for a product, market research helps in drawing significant conclusions.
Depending on the methods and tools required, following are the two main types:

Primary Market Research:

(A set of both Qualitative and Quantitative Research)
It’s a process, where organizations or businesses get in touch with the end consumers or employ a third party to carry out relevant studies to collect data. The data collected can be qualitative data numerical or quantitative data.

While conducting primary market research, one can gather two types of information: Exploratory and Specific.
Exploratory research is open ended, where a problem is explored by asking open ended questions in a detailed interview format usually with a small group of people also known as sample.
Here the sample size is restricted to 6-10 members. Specific research, on the other hand, is more pinpointed and is used to solve the problems that are identified by exploratory research.

Qualitative market research study involves semi-structured or unstructured data collected through some of the commonly used qualitative research methods like:

Focus groups:
It’s one of the common use qualitative research methods. Focus group is a small group of people (6-10) who typically respond to online surveys sent to them. The best is the information that can be collected remotely, can be done without personally interacting with the group members. However, this is a more expensive method as it is used to collect complex information.

One-to-one interview:
This method involves personal interaction in the form of an interview, where the researcher asks a series of questions to collect information or data from the respondents. The questions are especially open ended questions and asked in a way to facilitate responses. This method is heavily about on the ability and experience of the interviewer to ask questions that trigger responses.

Ethnographic research:
This type of deep research is done in the natural settings of the respondents. This method requires the interviewer to adapt himself/herself to the natural environment of the respondents which could be a city or a remote village. Geographical constraints can be an obstruction factor in doing this kind of research. Ethnographic research can last from a few days to a few years.

Qualitative research methods are used by organizations to conduct structured market research by using online surveys, questionnaires and polls to gain statistical insights to make informed decisions.
This method was once conducted using pen and paper. This has now evolved to sending structured online surveys to the respondents to gain actionable insights.

Through a well-structured mechanism, data is easily collected and reported and necessary action can be taken with all the information that is made available first hand.

By: https://dribbble.com/shots/5738156-Concept-Of-Market-Research-Marketing-Or-Other-Research-Activiti

Secondary Market Research:

Secondary research uses information that is organized by an outside source like government agencies, media, chambers of commerce, etc. This information is published in newspapers, magazines, books, company website, free government and nongovernment agencies and so on. These source makes use of the following:

Public sources:
Such as, library are an awesome way of gathering free information. Government libraries usually offer services free of cost and a researcher can document useful information.

Commercial sources:
Although Commercial source reliable are expensive. Local newspapers, magazines, journals, television media are great commercial sources to collect information.

Educational Institutions:
Although it’s not a very popular source of collecting information, most universities are a rich source of information as many research projects are carried out there than any business section.

Why it’s Important to do Market Research?

With the economy being competitive with each day, it’s important for businesses to know and understand the priority of their consumers. Conducting research is one of the best ways of achieving customer satisfaction and elevate business.

Reasons why market research is important and should not be neglected:

⦁ Provides information and opportunities about the value of existing and new products, which helps businesses plan and strategize accordingly.

⦁ When understanding needs of customers, businesses can also plan their production and sales. One of the most difficult sides for a production manager is to keep inventory jammed. What is the demands and how much should be produced to fulfill the needs of the customer? Market research helps in determining optimum inventory stock.

⦁ It helps in locate what the customers need and want. Marketing is customer-centric and knowing the customers and their needs will help businesses design products or services that best suit them.

⦁ To stay ahead of competitors market research is an essential tool to carry out relative studies. Companies can device business strategies that can help them stay ahead of their competitors.

In conclusion Benefits of an Efficient Market Research

⦁ Make well-informed decisions
⦁ Determine the market size
⦁ Collect accurate information
⦁ Learn about customer preferences
⦁ Choosing the appropriate sales system
⦁ Analyse customer communication pattern
⦁ Collecting details about customer understanding about the brand
⦁ Productive business development

What type of market research is convenient to your business?

Creating Detailed Successful Buyer Personas

It’s so difficult to write content for someone you don’t know or understand.
So, Do you know who your customers are? More importantly, do you know what they want or need from you?
That’s where buyer personas come in!

A buyer persona is a fictional person who represents your ideal customer or a portion of your audience. Their interests, challenges and problems with your audience’s.
The idea is to create a profile of your ideal customer as if he or she were a real person, so you can craft targeted marketing messages to them. These messages should use the right tone of voice and address the specific needs and desires of your customers.
A well-crafted buyer persona allows you to personalize your marketing on a large scale by humanizing core target groups of your customer base.

With a persona, you can write more attractive email content that resolves your audience’s problems and speaks to their interests. On top of that, you can also improve your overall marketing!

Since different groups of people may buy your products for different reasons, you will probably need to create more than one buyer persona. Each persona should include basic demographic details, behaviors, goals, pain points, and buying style.
You can’t get to know every customer or prospect individually. But you can create a customer persona to represent each general segment of your customer base.

This makes it much easier to think of your customers as real people and to consider their wants and needs as you craft your marketing strategy.

How to use buyer personas in your business

Marketing personas allow you to craft dynamic, targeted messages that speak directly to each customer group.
As in personal life, you share important messages differently depending on who you want to reach.

Say you have interesting news to share with your parents or friends, you would probably use different words and tools to reach each of them, you might call your mom on the phone and use WhatsApp to share with your friends.
Understanding your buyer personas allows you to understand the best ways to reach each of your different customer groups, just as you know how to best reach and speak to different groups of people in your personal life.

Your marketing personas can also become company for evaluating business decisions. Does a new product feature better meet the needs of your buyer personas? If not, you have good reason to reconsider your plan, no matter how exciting it is to your marketing team, or your IT department, or even your CEO.

5 Simple steps guidance for Creating your very own persona

In order to be useful, your buyer personas need to be based on real-world information, not gut instinct only!
Information that define the people who actually want to buy from you, not the people you wish would buy from you.
That means you need to start with some deep research. Gather the information as you work through these steps.

Step 1: Do thorough your target audience research

Here’s a basic Guidance on learning details about your audience.

⦁ Learn who is already buying from you.

Gather all of the information you can about your current customer base.
Some of the data you’ll want to collect are age, location, language, income, buying behavior, interests and activities, and life stage.
Gather what you can from your customer records, and consider confirming and completing that information through email surveys, online surveys, focus groups, or even customer interviews.

⦁ Go dig into your website and social analytics.

Social media analytics tools can provide an incredible amount of information about the people who are interacting with your brand online, even if they’re not yet customers.
Such as Facebook Audience Insights provides especially valuable and detailed information.

⦁ See what your competition is up to.

Once you’ve gathered information about your own customers and fans, check out who’s interacting with your competition.
Are they reaching the same target groups as you are? Are they reaching groups you haven’t targeted yet but should? What can you learn from them that can help you distinguish your brand?

Step 2: Identify customer pain points

What problems or conflicts are your potential customers trying to solve? What’s holding them back from success? What barriers do they face in reaching their goals?
One key way to find out is to attract in some social listening and social media sentiment analysis.
Setting up search to monitor mentions of your brand, products, and competitors gives you a real look into what people are saying about you online.

It’s a good idea to check in with your customer service team to see what kinds of questions they get the most.
Find out if they can help you identify patterns about which groups tend to face different kinds of challenges. You could even ask them to collect real customer quotes that you can use to help give your audience personas depth.

Step 3: characterize customer goals

This is the other side of pain points.
Pain points are problems your potential customers are trying to solve, goals or aspirations are positive things they want to achieve. Those goals might be personal or professional, depending on the kinds of products and services you sell. What motivates your customers? What’s their end game?

This is more about getting to know your customers than it is trying to match customers exactly to features or benefits of your product.
Even if your personas’ goals don’t relate specifically to your product’s features, they can form the basis of a campaign, or they might simply inform the key or tactic you take in your marketing.

Social listening can be a good way to gather this information, too. Just as your customer service team was a good source for pain points, your sales team can be a good source of customer goals.

Your salespeople talk to real people who are thinking about using your product, and they have a deep understanding of what your customers are trying to fulfill by using your products and services.
Ask them to collect real quotes that personify the customer experience.
You can also ask them for any key strategies they use to overcome buyer objections when selling your products or services, which leads us to ..
Step 4!

Step 4: How your brand can help

By: https://dribbble.com/shots/7400855-Non-stop-support

Now that you understand your customers’ goals and pain points, it’s time to create a real clear picture of how your products and service can help.
As part of this step, you’ll need to stop thinking about your brand in terms of features and dig deep to analyze the benefits that you offer to customers.

It can be hard for marketers to get out of the feature mindset and this is why the buyer personas are so important. They help you flip your thinking and consider your products and services from their perspective.
Important note: A feature is what your product is or does. A benefit is how your product or service makes your customer’s life easier or better.

Always ask yourself one question for each of the pain points and goals you’ve collected: How can we help? The answers to this question will supply you with the basis for the key marketing messages you’ll do in the next step.

Step 5: Invest your research into buyer personas

By: https://dribbble.com/shots/6873119-UX-Research

Gather all of your research and start looking for common features.
As you group those features together, then you’ll have all the basis of your unique customer personas.

In practical method.
Let’s imagine that you identify essence for customer group of women in their 30s who live in big cities, like to run, and own small dogs.
Now it’s time to take this abstract collection of characteristics and turn them into a persona that you can identify with and speak to.
Set a name for your buyer persona, a job title, a home, and other defining features. You want your persona to seem like a real person without getting too specific and excluding features that not included of this customer group.
Aim for about the amount of information you would look forward to see on a dating site, or what you might learn from a short conversation on an airplane or at a bus stop. Don’t forget to include pain points and goals.

For example, your group of dog owners women runners could be represented by the persona you name Jogging Jenny. Rather than speaking generally about city living and dog ownership, you’ll give Jenny representative features that make her a real person:
⦁ She lives in New York City
⦁ She is 42 years old
⦁ She works at a software company
⦁ She owns a three years old Pomeranian named Bruiser
⦁ She likes to run in Central Park

Remember, a list of features does not equal a persona.
A persona is realistic description of a person who represents one segment of your customer base.
Sure, not all people in this customer group match the features of your persona exactly. But this persona represents this customer group to you and allows you to think about them in a human way rather than as a set of data.
But, it’s much easier to speak to Jenny than speaking to “women.” Or even “42 year old women who own dogs.”

As you flesh out your buyer personas, make sure to describe who each persona is now and who they want to be. This allows you to start thinking about how your products and services can help them get to their goals!

What About “Negative” Personas?

While a buyer persona is a representation of your ideal customer, a negative or exclusionary persona is a representation of who you don’t want as a customer.

For example, this could include professionals who are too advanced for your product or service.
students who only participating with your content for research and knowledge.
Or potential customers who are just too expensive to win
because of a low average sale price, their tendency to change.
Or simply their unlikeliness to purchase again from your company.

Your buyer personas guiding your marketing

By: https://dribbble.com/shots/2256103-Guiding-Light

Considering your buyer personas as real people allows you to set up a real effective marketing messages that speak to real people.
Marketers too often fall into using companies speak a lot of mixed buzzwords but doesn’t really mean anything.

It’s much harder to fall into that trap when you’re crafting a marketing message specifically for Jogging Jenny.
What questions she have that your marketing message can answer? What social networks she use?
What language does she use when she interacts with her friends online?
Thinking of Jenny as a real person makes sure you address her priorities instead of your own.

This is where your answers to the “how can we help” exercise come in. For each buyer persona, create one key marketing message that answers this question. How does your brand help this specific persona solve their problems and achieve their goals?
Take that in one obvious sentence and add it to your persona form.

Think about your buyer personas every time you make a decision about your business and your marketing strategy. Do right by those personas and you’ll build a bond with the real customers they represent, support sales while creating brand loyalty and trust!

What is the most effective way to create a bond with your customers?