Know-How Exchange : Student Questions

First, you have to create a marketing strategy: WHAT is the benefit to using your product or service? WHY would any one want to buy from you? WHO is your target market? HOW can you build trust in your service or product? WHERE can you find your target? WHEN will people see you online?

Then, you need to apply this to the internet: You need to create an attractive web presence, that can be found online (easily by people searching online for the solution to their problem)(SEO, PPC, etc.), ordered online, and has lots of information that confirms that the business is trustworthy and has the right solution for them.

Of course, you have competition. Ideally, perform a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) to identify the best way to position yourself in relation to others online.

Starting any business is a challenge. You need a solid, well-thought out plan to avoid wasting time and money. You need patience, since the overnight success myth is in most entrepreneur's heads. You need sufficient funds to create a professional appearance. You'll want to have confidence to succeed. You'll need lots of time to tweak things.

Marketing is more than simply putting up a sign saying "For Sale" and waiting for people to show up. It's spending time to understand the problems your target market faces, crafting messages that underline the benefit of your product, positioning the messages so the right people see it at the right time, building trust in your offering, and delivering on the promise over and over again (to build a solid referral network).

Yes, I agree that Marketing is dynamic because the consumers themselves are always changing. Also you are not alone, you have competitors that are always out there to get ahead of you. Not to forget the environment we live in changes too.

I think one important non-marketing factor is passion. You must have passion for the business and you products/services. No matter how tough it will be your passion will help push you further :)

Ok back to some marketing stuff,

You probably need to do:

1) Marketing research - SWOT etc and gather information about your target market which will help your business to make better informed choices. Both collection of data and situation analysis.

2) CRM - Manage relationships through the website medium. Newsletters, databases etc. Handle complaints feedbacks?

3) Marketing strategy, how would you positision? target market is who and what marketing mix you will use? What the overall strategy.

4) Implementation- how to carry out the plan?

Marketing is a support role, so you still need to work with your team to come up with an optimum business strategy, talk to whoever is doing finances, PR, Logistics etc and see where you fit in and also what they need from you. Don't adopt a stand-alone view :)

I hope that helps (I'm sure i havent covered all the aspects of e-marketing)

Regards,
Benny