The project’s marketing journey begins very early, before the actual launch, and even from the stage when the project was just an idea; one of the criteria for evaluating an idea is to be able to market it properly.
Therefore, it is not possible to talk about marketing the project in its infancy, so suddenly after the launch of the project. But here is our first question:
If the project changes – in terms of the basic idea and the products resulting from this idea – is it reasonable to think about marketing the project at its inception? We are almost certain that it is only logical. The project is indeed going through a lot of changes and developments, but the origin of things is that the marketing strategy is fixed, even if some of its elements have changed.
Project Marketing Mechanisms
Entrepreneurship Magazine lists a range of project marketing mechanisms at its inception, as follows:
If you are thinking of marketing the project at its inception, you should be clever, do not tire your (potential) customers with heavy communication and excessive details, and do not be short in talking about your product, but you must be brief in presenting your products.
So the first step on the road to marketing the project in its infancy is to create a brief presentation of your products, and you know what you can tell people about your business, products, and services in 30 seconds or less, which will keep them interested and want more? If you can do this, you will have succeeded in this first step.
Plan & Organization
Having an organized plan is an essential step in any marketing effort, thus: Marketing the project in its infancy, and then you must work on formulating an appropriate plan for your project.
You can use a set of mechanisms to help you in this step, for example brainstorming, and coming up with ideas through which you can get practical strategies, or axes for your marketing plan.
It’s okay to start small – we’re already talking about early-stage marketing – but try to get a good ROI for everything you do.
It makes sense that the marketing mechanisms of the project at its inception include acquiring the first customers, and the sooner you do it the more guarantees that you are on the right track.
If, for example, you’re opening a storefront or a restaurant try hosting a simple opening event or just invite people to work around the kinks and keep bugs out of the way. It is important to make a good first impression on clients or people who attend such events that you organize.
Create the website
It is not possible to succeed, not even to talk about marketing the project in its infancy, without referring to the website; Today’s world is based on technology, so the first thing a potential customer or employee does is search for your business on Google.
So you need a website; to prove that you are real and to provide information about your business to potential clients.
Make sure your website is mobile-friendly, and be sure to ask for search engine optimization and use Google Analytics to track traffic to your website.
Social media plays an important role in marketing in general, and therefore it must be included in your early project marketing mechanisms, and this will lead your project to great success.
With over 45 million active users reported in the UK and 1.3 million joining in 2020 alone, the opportunity to reach and engage with this huge audience should not be missed.
Social media is an effective way to connect with people who already interact with your brand and introduce business to people who haven’t discovered you yet.
Recent research has revealed that 58% of consumers visit a brand’s social pages before visiting their website, and this all prompts you to think about this mechanism when marketing a project in its infancy.
Familiarity with the basics of content marketing is the pass to success in today’s world. Content is now the basis, and it is the hero and everything that follows it. And let’s realize that everything around us now is either content or can be promoted through content.
Even if we expand our perspective and visualize it as the semiotics (scientists of signs) think of it, everything around us will be a sign or even a text, and all of that is content, and then everything becomes lacking in this type of marketing.
To this sense Joe Pulizzi went in his book “Epic Content Marketing” when he said:
“Content is not only text but also video, images, audio, graphics, and everything else that lives on your website.”
However, he did not limit his definition of the content to this way, despite its generality. Rather, he tried to draw our attention to the importance of this type of marketing. We see him again saying, speaking of the importance of the content:
“Humans help each other, share valuable pieces of content that enrich the community, and position the business as a leader in the field.”
Thus, we realize that the goal is not only to understand the basics of content marketing, but at the same time, we realize the importance or responsible aspect of this marketing.
What is content marketing?
Before we talk about the basics of content marketing, we must know what this marketing is first, as this knowledge is the first threshold that we pass to reach success in this field.
Joe Pulizzi defines content marketing as:
“The marketing and business process of creating and distributing valuable and compelling content to attract, acquire and engage a clearly defined and understood target audience.”
Content marketing is a strategic marketing approach to creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience; to achieve profit through positive customer response.
To understand the basics of content marketing, know that instead of promoting your products or services, content marketing works by capturing the attention of members of your target audience and helping them meet their informational and mission-oriented needs.
Content marketing is defined as the process of planning, creating, distributing, sharing, and disseminating content through channels such as social media, blogs, websites, podcasts, apps, press releases, print publications, and others.
The ultimate goal of all these endeavors is to reach your target audience, increase brand awareness, sales, engagement, and loyalty.
Entrepreneurship Magazine refers to some of the basics of content marketing as follows.
Marketing & Data Research
We can’t source the basics of content marketing with anything other than research and data; every marketing process, every marketing strategy or plan should be preceded by extensive research.
Research & the data obtained through this research, are the cornerstone of understanding the customer, and as long as you understand your customer, it will be easy for you to satisfy him and meet his desires.
Reliable data, which is one of the fundamentals of content marketing, can be historical such as audience demographics, sales data, surveys, studies, customer feedback; or other Brand Interactions that may be obtained through original base search, third party data, and other research methods and mechanisms that assist you in collecting and organizing data.
Content Marketing Basics
Understanding the goals
One of the most important basics of content marketing is to understand your business goals, this is also a prerequisite, if you do not understand the purpose of the project/product, you will not be able to talk about it or market it as hoped.
As for the business goals – which we have listed as one of the basics of content marketing – they are many, but each project has its own goal, but in the end, it does not depart from the following set of goals:
Enhancing brand reputation, generating revenue, improving customer experience, promoting innovation in various operations.
Is it possible to talk to the public/customers without a deep understanding of their problems?! Certainly, the answer is no. So, one of the most important principles of content marketing is to understand the problems that plague customers.
When you know this it will be easy for you to communicate with them, and keep in mind that the goal of your content should be to solve your audience’s problems, not to showcase your products and services.
If someone is looking to find out the answer to something you don’t shower them with calls to action to buy something, and if your customers are looking to take action, such as getting help, you should be aware that they need to take a step or action, provided that it leads them to you.
Appropriate Mechanism for the audience
One of the basics of content marketing is the ability to use the appropriate mechanism to speak with your audience, not all marketing tools work with all segments of customers.
But how do you know the right mechanism for your audience? There is no other answer to this question but extensive research.
You should know – as long as we are in the process of deducing the basics of content marketing – that there are some modern mechanisms that the audience accepts, among which, for example, podcasts.
A 2020 survey confirmed that 49% of people aged 12-32 in the United States had listened to a podcast within the past month, with an average of six listening hours per week; This is why many companies and media outlets have started creating and sharing their podcasts.
Video is powerful too
According to research conducted by Wyzowl, 69% of consumers said they prefer learning about a brand’s product or service through video. Plus, video marketing can boost conversions, improve ROI, and help you build relationships with your audience.