Pinpoint Your Exact Audience
Who you originally think you are going to be appealing to and who you end up having as the true base for your customers is not always the same.
The reason is because when a company first starts out they are going to have a much broader sense of who they are trying to get business from. Ignoring niche markets, which are by default a highly focused form of marketing, the general company is going to instead have a type of customer, rather than specific ones.
This might be people who are prone to buying certain products or perhaps people living in certain areas. A rural community is going to have different tastes and interests than an urban one, and you might end up deciding you are going to focus on an urban crowd to best get business.
But what really defines an urban or rural crowd? Is everyone living in these areas exactly the same, or do they all have the same tastes? Of course not, which means this initial goal is going to be narrowed down, but to do that you first need to get your marketing going.
The first few months of any business is about figuring out who likes their marketing message the most. It might be exactly who you thought it would be or you might end up drawing in people from an area you just had not considered before, but whoever you get sales from you have to know why, and who they are.
To accomplish this I would suggest postcard printing and direct mail marketing as your first step.
The reason why this approach works so well is because direct mailing is based on sending out your marketing material to specific people and specific homes. You quite literally have a list of everyone that you are sending your postcards to, which gives you a much better chance at tracking where you have the most success.
Compared to many forms of marketing postcard printing is not the most expensive way to go either, something I am sure many small companies will be considering before getting any kind of marketing done.
Design your first message in this format and get it out to your desired crowd. Remember that you are targeting a very large and diverse crowd for the first round. I would send a few rounds of postcards to this same crowd over the first few months, and then start changing things to hone in on who your audience really is.
Eventually you will be whittling your list down to those who took interest in you and started to give you business. Cut out all the people who never responded even after multiple postcards. Once this process is through you can move on to other marketing ventures, now with the knowledge of exactly who your customers are.
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