Friday, July 1, 2022

YOU’RE AN ENGINEER NOT A MARKETER! – A BEGINNER’S GUIDE TO MARKETING

Starting a new business is exciting, YOU’RE AN ENGINEER NOT A MARKETER! challenging and absolutely terrifying in equal measures. You know you are an absolute expert in your field, and that the product or service you are offering is a unique way to solve a painful problem.

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But how do you let people know? 

You’re a professional in your field of expertise, YOU’RE AN ENGINEER NOT A MARKETER! but haven’t got a clue about how to go about marketing. You may have come from a corporate environment where the different disciplines of marketing, sales, finance etc were clearly defined, and each department fulfilled their own responsibilities.

But deciding to ‘go it alone’, you have to get to grips with marketing – even if you have the budget to outsource the role through a marketing recruitment agency, a fundamental understanding of the role is crucial to the future success of your enterprise. 

Use your checklist below to write yourself a marketing plan. It will encourage you to think about your business from a different angle.

  • What is your objective for setting up your business

Establish what your one, two and five year plans are for your business. Find the right balance between ambitious and realistic. Spend some time on this. Don’t be afraid to state that you want to make money and set high targets if this is what you feel your business can deliver. Or it might be a lifestyle business that will ultimately allow you to spend more time with family. 

This objective is for you personally. Spend some time on it. Being true to yourself will ultimately focus your mind on what is right for you AND the business, and will help you to drive it forward during tough times.

  • Define your target market

Who will be using your product? Are you B2B (business to business) or B2C (business to consumer). Who will be the decision maker in terms of purchasing, or influencing the purchase? What is their age? What do they like doing? What are their values? What are their priorities? 

  • Where does your target market go for information?

Are they found online? If so, which is their social media platform of choice? Facebook? LinkedIn? Instagram? TikTok? Twitter? What magazines and newspapers might they read? Are there specific trade publications that are the go to source for any industry related information? 

Time and money are big indicators of a pain point. Does your product help them reduce costs, create more time, achieve more results in a shorter period of time. Emotions are a big part of this aspect. If what you are offering can help reduce an individual’s stress and overwhelm this will free them up to concentrate on other more productive areas. 

  • Who are your main competitors, and how to you differ (cost, performance, results, value for money etc)

How well do you really know your market place? Who are the other main players offering similar solutions to yours. You must believe that there is room for you in this market – why? What is it that you are offering that is different to others? Do you provide better value? Enhanced performance? Improved overall results? Do you have proof, data and testimonials to back up your claims?

  • What budget have you allocated

Be realistic in setting your marketing budget. Don’t be stingy, but make sure that the budget is allocated proportionally to give you the best return possible. If new to the market, stick to some tried and tested ways first. Consider outsourcing the marketing function, either by bringing a marketer onto the books, or using a recommended agency.

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