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Starting a business? Here are 3 things to focus on (and 3 to avoid) when it comes to marketing
Starting a business is no small feat. It requires focus, commitment, and often a financial risk. That’s why you want to begin with the right mindset and a clear direction—especially when it comes to marketing.
Below are three things to prioritise when launching a new company, and three common mistakes to avoid.
1. Start With a Business Plan
Before you invest in branding or advertising, get clear on your business model. What are you building? Who is it for? What will it take to turn this into a sustainable operation?
Look at the numbers. What is your break-even point? How much revenue do you need to generate each month? What’s your realistic growth target in year one?
Marketing is not separate from the business—it should be based on your financial plan and goals. Share your projections with your team. Let them know what kind of leads you need, and what your budget allows per lead. The more open you are from the beginning, the more aligned your marketing efforts will be with your business goals.
What to Avoid: Waiting for Someone Else to Give You the Vision
As the founder, you are the one who sets the vision. Others can help shape it or bring it to life—but they can’t create it for you. Don’t expect your marketing team to fill in the gaps. Clarity has to come from you first. Without it, even the best marketing tactics will fall flat.
Lacking clarity? Work with a coach to get clear first before you jump into your action plan.
2. Define Your Audience Before You Start Marketing
You can’t market to everyone. Start by identifying exactly who your service is for. What problem are they trying to solve? What motivates them to buy? Where do they spend their time online or in real life?
Once you know your audience, choose your platform from here. If people are already searching for services like yours, Google Ads might be the most effective place to start. If people aren’t aware they need your service yet, an awareness campaign on social media might be a better fit.
What to Avoid: Spreading Yourself Too Thin
Marketing is not “all size fits all.” Trying to be everywhere—on every platform, talking to every potential audience—is a recipe for burnout and wasted money. Choose one or two channels and commit to them. Test. Learn. Refine. Focus will get you further than trying to chase every opportunity at once.
3. Stay Lean and Practical
You don’t need a massive budget to start, but you do need to be strategic. Be realistic about your financial position. Set marketing goals that match your current capacity, not your ideal future state. This is key!
Decide in advance how much you’re willing to spend to acquire one customer. Use that as your anchor for decisions. Frugality isn’t about being cheap—it’s about being smart and intentional with your resources.
What to Avoid: Ignoring the Financial Realities
Marketing can only work when it’s part of a larger, well-thought-out plan. If you’re not sure how much time or money you have to test and improve campaigns, stop and revisit your business plan. Skipping this step usually leads to frustration, because the issue isn’t the marketing—it’s the lack of direction behind it.
Need Help Building a Marketing Plan That Makes Sense?
We work with new business owners who want to build clear, focused marketing strategies that align with their goals and budget. If you’re launching something new and want to make sure you’re starting from a strong foundation, get in touch with our Vancouver-based team today.