How To Market Your Business
Marketing Tips To Promote Your Product or Service

Before we dive into marketing, let me ask you? Do you really know your ideal customers? I mean, truly understand what makes them tick? If you want to know how to promote your business you need to know your customer first.

The key is to get crystal clear on who your audience really is. Don’t just look at basic demographics either. Dig deeper to find out what motivates them, what challenges or pain points they face, and what truly matters to them.

For example, if you run a yoga studio, your students likely care about improving their health, flexibility and inner peace. But what else drives them? Are they busy parents looking to de-stress? Retirees keeping active? Understanding those deeper motivations can transform how you message and engage with them.

I recommend immersing yourself in research before planning any marketing campaigns. Truly connect with the values, priorities and lifestyles of those you most want to reach. Let this guide how you craft content that speaks directly to what your audience cares about in an authentic way.

The more you know the person you’re speaking to, the more they will listen and connect with your message. It applies in both friendships and marketing. So do that homework first, and your hard work will pay off abundantly when you turn to actually connecting with your audience.

Know Your Audience – Market Research For Your Business

When it comes to promoting your business, many make the mistake of launching campaigns before truly understanding their audience. Don’t fall into that trap! To help your business thrive, you must first know your customers inside and out.

So, let’s dive in: Who are your ideal customers? What motivates them? Where do they spend their time? What challenges can your business solve for them?

Invest time in understanding the demographics, psychographics, needs, and behaviors of these high-potential customers. Thorough market research will reveal what they care about and what drives their decisions.

Armed with this knowledge, you can tailor your marketing messages and campaigns with keywords that speak directly to their priorities, fears, and aspirations – the things that truly matter. Your messaging will resonate far more deeply when it reflects their world and concerns.

Your marketing should feel like a helpful conversation with a trusted friend, not a pushy sales pitch. This begins with knowing exactly who you’re addressing and what will pique their interest. Once you’ve done your “homework” on your audience, connecting with them through relevant, valuable content becomes the exciting part!

So, tell me: who is your ideal customer? Let’s define them clearly, and then craft marketing that they simply can’t resist. This is where the magic happens!


Understand customer’s age, location and occupation.


Identify customer’s values and what they seek in a product or service.


Get to know your customer’s habits, behaviors, and interests.

Define The Unique Value Proposition Of Your Company

What sets your local business apart from the competition? Your Unique Value Proposition (UVP) helps customers understand why they should choose your business. Define your key strengths and showcase them in your promotional strategy.

Understanding Your Competition

Once you’ve identified the keywords you want to rank for, it’s time to analyze your competition. Open an incognito tab in your web browser and search for those target keywords. Take note of the websites that appear at the top of the results.

Visit these websites and examine their structure, content, and overall strategy. There’s a reason they’re ranking high in search results – they’re doing something right. While you shouldn’t directly copy their website, you can learn valuable lessons from their approach.

There are tools available that can scan and evaluate these websites, providing detailed insights you can apply to your own marketing plan. Look for trends in their content, keyword usage, and site structure. Pay attention to their backlink profiles and social media engagement.

Emphasize & Showcase Your Quality

Be the best in your industry to attract customers who appreciate quality.

Focus on Customer Experience

Improve every touch point to tailor to customer’s experience.

Create a Brand Personality

Make your brand known for something specific, like being eco-friendly or high-end.

Choose Your Marketing Channels & Social Media Carefully

Gone are the days of merely handing out business cards. Many turn to Social Media to promote their business.

Now that you know your audience and your strengths, choose the marketing channels that best fit your strengths and audience. Look for local business groups. Tailor your message to each channel and appeal to your customer’s needs. Look for creative ways to market your business. Remember there is no one size fits all approach when it comes to your marketing strategy. You need to do your due diligence to find the best way to market your company.

Marketing Your Business Social Media

Social Media

Reach your audience on social media platforms where they spend time.

Marketing Your Business Print Media

Printed Materials

Create business cards, flyers, and brochures that promote your message.

Marketing Your Business Video Media

Video Marketing

Use video to explain products and services, demonstrating their use or benefits, or sharing the business story.

Marketing Your Business

Create a Business Marketing Plan

Each Business is Unique

A well-documented marketing plan for your business is key to staying organized and on track. It helps you see what’s working and what needs to be changed. A good marketing plan should:

1. Identify Goals

Create specific objectives that you want to accomplish with your marketing efforts.

2. Outline Strategies

Determine the tactics you will use to achieve your goals, including partnerships, advertisements and promotions. Use a press release for important events or milestones.

3. Define Budget

Allocate appropriate resources to each strategy to maximize ROI

Set a Budget For Marketing Your Business

Your marketing budget should be a percentage of your overall revenue, the industry norm, and your stage of growth. Measure the Return on Investment (ROI) periodically to adjust your plan according to data.

Industry Norm

Consider industry norms to understand where your business fits.

Reach & Frequency

Decide the reach and frequency that you want to achieve for each channel.

Mix of Tactics

Select the best marketing activities that fit your budget and channel mix.

Track Your Results

With a marketing plan in place and a budget set, evaluate the results and see what worked well and what didn’t. Identify key performance indicators (KPIs) like the number of leads and conversions. Continuously adjust your plan to improve overall performance.


Monitor Traffic

Use tools like Google Analytics to measure website traffic and on-site behavior.

Check Leads & Conversions

Track leads, conversions, and other KPIs to measure your success.

Test & Improve

Continuously test new tactics and channels while refining existing ones to optimize performance.

Adjust Your Strategy

A marketing plan is hardly final. As the market, consumer preferences, and technology changes, companies need to adjust their strategies. Stay ahead of the game by adapting and testing new things.

How To Market Your Business - Discuss & Evaluate

Discuss & Evaluate

Regularly discuss your marketing strategy to see if it still meets your goals.

How To Market Your Business - Stay Agile

Stay Agile

Maintain a dynamic marketing plan that can adapt to customer needs and preferences.

How To Market Your Business - Emerging Technology

Keep Up with Technology

Stay up to date with new marketing technologies to improve efficiency and performance.

Here are some examples of successful marketing campaigns:

  • Nike’s “Just Do It” campaign. This campaign is one of the most successful marketing campaigns of all time. It’s simple, yet effective. It’s a message that resonates with people of all ages and walks of life.
  • Apple’s “Think Different” campaign. This campaign was launched in 1997, and it helped Apple to turn its fortunes around. The campaign was a bold and unconventional approach to marketing, and it helped to position Apple as a company that was different from the rest.
  • Coca-Cola’s “Share a Coke” campaign. This campaign was launched in 2013, and it was a huge success. The campaign featured personalized Coca-Cola bottles with people’s names on them. This simple idea created a sense of connection and excitement among consumers.

These are just a few examples of successful marketing campaigns. While you may not have the marketing budget of Nike, Apple or Coke; you can still earn from these examples and use them as inspiration. 


By staying up-to-date with the latest marketing trends and applying the knowledge gained from this resource, businesses can position themselves for long-term success in today’s competitive marketplace.

We hope this guide has helped give you some ideas you can put into practice in marketing your business. If you have questions or would like to set up a consultation, please get in touch.

About The Author

Team 218 Web ServicesHi, I'm Chuck Hersey, a partner at Team 218 Web Services and I created this content. I've been building websites and working with SEO projects for over 20 years. I started Team 218 in 2014 with a goal of offering quality, affordable websites to Iowa small businesses and nonprofit organizations. I wanted to provide a complete website package solution to make getting a website easy, fun and affordable.

You can contact me by email (puhpx@grnz218.pbz), our Contact Form or by text or phone at 319-333-0815.