Marketing is the lifeblood of any business, especially for startups and growing companies. It is not just about selling a product or service; it is about creating an impact, solving problems, and building lasting relationships. If you are an entrepreneur struggling with marketing, this guide will walk you through a step-by-step process to make marketing work for you.
Step 1: Understand the Two Forms of Marketing
Marketing is generally categorized into outbound marketing and inbound marketing. Knowing how to use both strategically can significantly improve your business outcomes.
Outbound Marketing
This form of marketing is what most people traditionally think of—advertisements that are broadcasted to a large audience with the goal of increasing brand awareness. Examples include:
- TV/Radio commercials
- Facebook and Instagram ads
- Billboards
- Influencer marketing
- on the ground Salesforce etc
Outbound marketing helps you get noticed, but it has a limitation: you don’t always know where a potential customer is in their decision-making process.
Customer Decision-Making Stages:
- Problem Recognition – The person realizes they have a problem.
- Information Gathering – They begin researching solutions.
- Evaluation of Alternatives – They compare different products or services.
- Decision-Making – They choose the best option.
- Post-Purchase Evaluation – They reflect on whether they made the right decision.
If your outbound marketing only focuses on the final stage (purchasing), you will miss out on a significant portion of your audience. Instead, focus on storytelling—let people know who you are and why you exist.
Exercise for Entrepreneurs:
Take a moment and answer these questions:
- What is the story behind your business?
- Why did you start this company?
- How does your business positively impact people?
- Can you tell your story in a way that resonates with your audience?
Instead of immediately selling at every point in time, engage your audience by sharing your journey and values.
Inbound Marketing
Inbound marketing is all about attracting people to you rather than pushing your message onto them. It involves creating valuable content that your audience finds useful. Examples include:
- Free eBooks or guides
- Webinars
- Blog posts
- Free trials or samples
The goal of inbound marketing is to build trust and credibility before asking for a sale.
Exercise for Entrepreneurs:
Think of a High-Value Content Offer you can create for your audience. This should be something they find useful, such as:
- A free checklist or cheat sheet related to your industry
- An informative video series
- A free consultation call
Example: Imagine you sell watches. Instead of just running ads, you create a digital magazine showcasing different watches available in your city, including your competitors. By offering this magazine for free, you attract watch enthusiasts. Since they are now in your network, you can regularly engage them, recommend watches, and eventually convert them into buyers.
Step 2: Implement a Systematic Approach to Marketing
Now that you understand outbound and inbound marketing, here is a simple framework to implement:
- Develop Your Brand Story – Clearly define why your business exists beyond making money.
- Create a Content Offer – Provide free, valuable information to attract potential customers.
- Collect Contact Information – Use forms, email sign-ups, or social media engagement to build a database.
- Nurture Relationships – Engage with your audience through personalized messages, updates, and exclusive offers.
- Convert to Sales – Once trust is established, introduce your product or service naturally.
Step 3: Track and Optimize Your Efforts
Marketing is not a one-time effort. It requires consistent evaluation and adjustment. Monitor:
- Which marketing channels bring in the most engagement?
- How many people are converting into paying customers?
- What feedback are you getting from potential customers?
By analyzing this data, you can refine your strategy and invest more in what works.
Marketing that works is not always about aggressive selling(though it is neccesary 7/10 times) —it is about helping people make informed decisions. Whether you run a business, NGO, or personal brand, the key is to provide value first.
Build trust, offer solutions, and establish meaningful connections. The more you give, the more you will receive in return.
Now, take action. Start with your brand story and create your first content offer today!
Klein Socrates
Branding and Marketing Strategist
