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Understanding Marketing: A Guide for New Business Owners

What is Marketing?

As a new business owner or aspiring business guru, you might have heard the term "marketing" quite a bit. But what does it really mean? Simply put, marketing is all about getting the word out about your business and persuading people to buy your products or services. It's like telling a story about your brand to the right audience, in the right way, and at the right time.

Creating a successful marketing strategy is crucial for any business owner. Let's break down what marketing is including a few of its components, why it's important, and how you can develop and implement a marketing strategy that works best for your business.

First, let me try to help you understand marketing, at least a little bit… 

Marketing includes a range of activities that aim to promote your business and attract customers. The main goal of marketing is to build relationships with your target audience (the group of people that you consider to be your ideal customers) and turn them into loyal customers. In other words, think about how you plan to attract new customers and how you can ensure that they continue to come back to you. 

Let’s discuss some key components of marketing that all businesses should consider before developing a marketing strategy …

Market Research

Market Research is all about understanding your audience. Who are they? What do they need? What are their preferences? By gathering this information, you can tailor your products, services, and marketing efforts to meet their needs. Market research can also help you understand what your competitors are doing to attract their customers, and how you can adjust your brand to stand out from your competitors. Why should someone come to you instead of your competitor? For a more in-depth look at what market research entails, check out Investopedia’s article that provides examples.


I can’t stress this enough, your brand is more than just your logo or company name! Your brand represents who you are as a business and what you stand for. Effective branding helps you stand out from the competition and creates a strong impression in the minds of your new and loyal customers. Think about color patterns that are relevant to your niche, along with the type of tone you would want to display within your brand. Think about what you can do to make your business unique within your niche. 


This is the process of promoting your business through various channels, such as social media, search engines, and traditional media like TV and radio. The goal is to produce immediate actions or responses like customer purchases, or lead generation (i.e. collecting a potential customer’s email even if they don’t buy anything today, you’d have their email to contact them with promotional content for your business). Advertising is aimed to reach as many potential customers as possible and persuade them to choose your products or services.

Content Marketing

Content marketing involves creating valuable and relevant content, such as blog posts, videos, and social media updates that can attract and engage your audience. Good content marketing helps establish your authority in your industry and builds trust with your customers. So give your audience a reason to want to continue to view your content, make it fun, high quality material.

Social Media Marketing

Social media platforms like Facebook, Instagram, and TikTok are powerful tools for connecting with your audience. By sharing engaging content and interacting with your followers, you can build a loyal community around your brand. I know many business owners are still hesitant about the use of social media for their business, and some business owners simply haven’t made the time to learn and understand each platform for what it is and what it has to offer. If you fall into either one of the described groups of people, then I strongly encourage you to check out Sprout Social’s article on the importance of social media for businesses to succeed in today’s society.

You may be asking, “But why does marketing matter?” 

Well, here are a few reasons:

  • The main reason is to attract new customers. Marketing helps you reach new customers and attract them to your business. Without some form of marketing, people might not even know your business exists. 

  • Effective marketing creates awareness about your brand and what you offer. It helps you stand out from your competition and makes your business memorable. 

  • The ultimate goal of marketing is to drive sales. By promoting your products or services and persuading customers to buy, marketing directly impacts your bottom line. 

  • By staying engaged with your audience and providing value for them, you can build long-term relationships and foster customer loyalty. Marketing isn't just about getting new customers; it's also about keeping them.

Developing a Marketing Strategy…

Now that you understand what marketing is and why it's important, let's talk about how you can create a marketing strategy for your business. Here are some steps to get you started: 

Step One: Define Your Goals

What do you want to achieve with your marketing efforts? Whether it's increasing brand awareness, driving sales, or building customer loyalty, having clear goals will guide your strategy. With that being said, don’t overwhelm yourself. When you’re just starting, it may seem like every aspect of growth that comes from marketing can be turned into a goal. However, it’s important to take it one step at a time. To go from not knowing much about marketing to developing an IMC approach can become very overwhelming, very quickly.

Step Two: Know Your Audience

Identify who your target audience is. Understand their needs, preferences, and behaviors. This will help you tailor your marketing efforts to reach them effectively. This can also help you in step three. By knowing your audience, you will know how to reach them.

Step Three: Pick Your Route

Decide which marketing channels you will use to reach your audience. This could include using social media platforms, email, content marketing, SEO, and more. Choose the channels that are most effective for your audience and goals.

Step Four: Create a Plan

Outline your marketing activities and create a timeline. This could include planning your social media posts, creating content, running advertising campaigns, and more. Having a plan will keep you organized and focused. It’s important that you create a realistic plan for you to stick with.

Step Five: Measure and Adjust

After you have developed and implemented your plan, it is very important that you track the performance of your marketing efforts and measure your results. Use analytics tools to see what's working and what's not. Be prepared to adjust your strategy based on what you learn, and don’t expect results overnight! 

Let’s wrap this thing up…

All in all, marketing is a vital part of any business. It helps you attract customers, build brand awareness, drive sales, and foster customer loyalty. By understanding the basics of marketing and developing a solid strategy, you can set your business up for success. The process can become overwhelming since there are so many possible routes to take and so many things to consider, but it’s very important that you don’t give up.

If you have tried a few things and don’t see the progress that you want, consider hiring a marketing agency to take the weight off of yourself. At CTFL Productions, we specialize in helping businesses like yours create effective marketing strategies. Whether you need help with social media management, brand design, or web design, we've got you covered. You can schedule a free consultation with us today to learn more about how we can help you achieve your marketing goals.

For more tips and insights on marketing, be sure to check out our blog at CTFL Productions. And if you have any questions or need assistance, don't hesitate to reach out. We're here to help you succeed!

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