JUKI Small Business Seminar: Choosing Your Business Name

Choosing the right brand name can be the stepping stone to a successful business. A brand name that is memorable and catchy can give you an advantage when it’s time to market your business. When potential customers hear your brand name, you want them to remember you and think about your small business, setting you up for long-term success.

When you’re starting your business, we know how hectic it can be to think of a name on top of what you’re selling, who, and how. So follow along as we show you some tips and tricks to choosing your business name that will help you stand out from your competitors.

Best Shop Name Generators

Sometimes we need a little help or inspiration picking our company name. While it may feel like all the excellent store names have been taken, there are still many options out there!

Using a name generator is helpful for two reasons. First, it can help you come up with your business on the spot and create the perfect representation you need. Or two, it will give you ideas that you can later on work with and make your name. Below are some generators you can visit to help you create your business name.

How to choose the perfect shop name

As a small business having the correct name is crucial to your success in the e-commerce world. Having the right name can bring attention and new shoppers to your site and showcase your individuality to customers. Remember, choosing the right name will lead to success in branding and awareness on search engine sites. Below are some tips to keep in mind when choosing your name:

  • Creating a short and simple name is the right choice for a few reasons. For example, you’ll have less mispronunciation from customers, it will fit in your marketing campaigns, whether it’s physical business cards or social media posts, and it’s memorable.
  • Finding the right name can be challenging, especially with companies popping up daily. However, don’t let this discourage you! It’s a big world with many niches in the market and finding the right name for your business and niche only pushes you to be creative.

If you’re having trouble creating a name, follow the steps below.

  1. Keep it Short and Simple.

Combine different words that relate to your industry, and keep them short. Try to aim for words that rhyme or that alternate.

Tweak an existing word or create one of your own! Many companies like Skype and Häagen-Dazs began as gibberish and are now household names. Don’t be afraid to be different and have fun when creating.

Be personal. Create a company name that relates to you on a meaningful field like an old nickname, family pet name, or other nicknames that resonate with you. These quirky names can be the perfect title for your business and create that personal touch many customers love.

2. Dare to be Different

Research your competitors and see what popular names are out there in your industry or niche. Then, be different and avoid familiar rhymes, gimmicks, or phrases. This way, when it’s time for someone to look up a company in your niche, your individuality will show. Do the same when thinking of your slogan or mascot if you choose to have one, as each difference will help you stand out even more.

3. Is it Available?

Keep in mind to research your ideas before sticking to one. By heading to your favorite search engine and researching your company name ideas, you can see what companies out there might have the domain already attached to their business, pushing you to either tweak yours or choose another from your list. You want your domain to represent your brand and make an excellent first impression.

If you’re choosing to sell on an online shop platform like Amazon or Etsy, review what shop names are out there already. This will help you succeed by confirming that your name is not lost in the pool of shop hosts and also help you edit your shop name to avoid confusing future customers between your shop and others.

4. Finding your Inspiration

If you’re having trouble finding a name so far, think of themes that you can focus on for your business and work from there. Trends, nostalgia, fandoms, and even other languages can be inspiration when thinking of your shop name.

Think of what’s around you in day-to-day life that can be used as a catalyst for your creativity! Follow along with conversations, pay attention to your day-to-day sayings and jokes, your hobbies. All these things can give inspiration if you look close enough, helping you personalize your shop and create a name that represents your brand and yourself.

Why the Name Matters

Finding the right name for your brand goes beyond just putting a few words together. While this might seem like a difficult task at first, it can also be an enlightening and fun experience describing yourself and your company in a few or even one word. Put the time and effort into this as you would everything else in your shop, for a shop is only as strong as its name! Your name is how customers recognize you, so make sure it’s a name you are proud of. Remember that word of mouth is free, and you don’t want to miss out on that.

What advice would you give to those deciding on their company name? Let us know down below!

How to Start Your Clothing Brand

In a generation where fashion has no limits, fashion brands and designs have continued to change, evolve and return over the past decade. Whether it’s fast fashion, one of a kind, or small shop drops, there is no limit to the options available for your closet. Even in this era of fashion where we can choose styles from all over the world, there is always room for new fashion and trends to grow, and that’s where you come in! If you’ve been dreaming of starting your clothing brand and apparel shop, follow along as we go over ways you can start planning your new business today. From figuring out your market to budgeting, we go over the things you should know before jumping into this journey.

Start With a Plan

Before beginning any business, it’s best to start with a plan. The fashion industry is more than the pieces being sold, but understanding its steps to sell those pieces. There are multiple options for creating apparel: Direct-To-Garment based apparel, Embroidery apparel, Ready-Made Apparel, Custom Apparel, and so much more. The world of fashion is not one skill set or technique but is filled with endless options on how to create.

Once you have an idea of the products you plan to create, you can build your business plan. Your business plan should include ideas for your brand and products, budgeting and sale goals, marketing ideas, and more. The more details and work put into your plan, the better chance you’ll have when it comes to the time to open your shop and sales.

If you’re looking for more information on how to create a budget plan and calculate profit visit our post here to begin creating your own today.

Who’s Your Market?

Let’s begin by thinking of who will wear your fashion pieces! By identifying your target audience and what they’re looking for when they want to shop apparel, you’ll be able to locate your niche and find your customer base. The better you understand your audience base, the better you’ll be at marketing your products to them.

The top two things to keep in mind when studying your audience is:

Demographics: age, gender, income, marital status, geographic location, etc.

When you understand your audience’s demographics, you’ll have a higher chance of completing a sale. For example, if you market your product to women in their early twenties, you’ll have a higher chance of gaining a sale on Instagram and Tiktok than marketing on Facebook. Likewise, by knowing your audience, you can find the correct places to push your products and not spend energy on a site that focuses on an older audience like Facebook, whose average users are in their mid-40s and higher.

Psychographics: hobbies, interests, lifestyle traits, and what problems do they have in life that your product can solve.

Knowing the psychographics of your audience is where you’ll be able to create the right products. Here is where you can learn what fabric to use (is your audience athletic and need breathable material?), what interests they have (can you design graphic tees for fan bases?), and more. With every detail you learn about your audience, you’ll be able to create products that are better suited for their wants and create a solid returning customer base.

Once you better understand your niche audience, you can begin creating a solid marketing plan. If you’re having trouble making your marketing plan, follow along here as we show you step by step how to begin yours today.

Focus On Your Brand

Now that we know what you’re going to sell and who you’re going to sell to let’s start talking about building your brand. Branding goes past your business name and logo and dives into what your values are, what your mission is, and more.

Create brand guidelines and a storyline for your products that customers resonate with and want to follow. Focusing on platforms like your website, social media pages, email marketing program, and more will build that relationship between buyers and your shop. The best way to bring your brand to life in today’s age is through marketing on social media!

The key to building your brand is being consistent in your message, constantly posting and promoting your brand and products, and making sure what you put out into the world defines your brand correctly. If you’re unsure what to post, look into examples like behind-the-scenes videos, how-to’s, fashion inspo using your pieces, and more for ideas. Have fun and be creative when it’s time to get your brand out there!

Let’s Start Development

Now that we have an idea for your brand let’s begin designing and developing your clothing line.

  1. Keep your Sketchbook on You

Any artist will tell you that inspiration hits anywhere and any time. So be prepared for when you want to design a new piece by keeping a sketchpad on you or using your phone as a digital sketchbook with apps like ProCreate, Adobe Designs, and Adobe Illustrator.

2. Create Samples

Start creating sample pieces of what you want to make for your shop. Whether you’ll be doing buy-to-make or pre-made pieces, having sample work is perfect for modeling on social media and understanding material costs for re-production.

3. Have Your Beginning Set

When you first open up shop, it’s best to not overwhelm yourself with product varieties. Instead, find your top 3-5 products you want to create and go from there as you begin building your audience base and receiving orders. Once you create more demand for your brand, you can start testing out new designs and growing your product options.

Now that we’re in the development phase make sure you have your station ready! Start by deciding what fabrics you’ll be using in your apparel shop, what style you’ll create, and what machinery and notions you’ll need to get there.

For example, if you want to open an apparel shop that focuses on couture dress-making, you would look into a machine like the MO-654DE that offers built-in rolled hemming and the HZL-DX7 which offers presser feet options like the button attaching presser foot, invisible zipper foot and more. Your fabric choices could be options like silk, tulle, satin, and more. 

By knowing what you plan to create, you’ll be able to have the right machinery, accessories, and notions on hand when it’s time to begin producing.

Start Setting Up Shop

Whether you’re setting up shop online or in person, having an online face is a great way to promote your business and gain new customers. Online shops allow you to reach new audiences! Below are some things to keep in mind when setting up shop.

Clothing Images: Take photos of your clothing that truly presents its colors, fabric textures, and closures. These photos don’t need to be professional if you’re working on a small budget; just have a simple lighting kit, a good camera and learn some tricks on taking professional fashion DIY shots.

Pricing, Shipping, and Handling: Make sure to have a plan in place for how you’ll be pricing your products. From shipping to taxes, you’ll need to make sure you price your products correctly to pay for your bills, time, workspace, etc. Learn your target audience’s price point and what they’re willing to pay for your product. Then, keep an eye on competitor pricing to confirm you’re in the suitable price range.

Website Design: Don’t forget to add your brand’s personality to your site! Set up your Social media, include graphics of your work, add an ‘About Me page, use your brand theme colors, bring in customers and build relationships.

Put Your Marketing Plan into Action

You’re now ready to begin implementing if you’ve created your marketing plan from our earlier steps! Start by setting up your shops’ profiles and deciding how you’ll be advertising. Organic advertising, meaning you do not pay and use search engine optimization like hashtags and tags, is a perfect way to start when you’re on a low budget. If you’re marketing budget includes spending for advertisements, begin setting up your ads by using the information you have on your niche. Focus on your top media sites for higher chances of receiving a sale.

Don’t forget the power of word of mouth, and research your options in ambassador marketing. By offering free items, or negotiating payments, you can bring in influencers from your target audience and work with them to promote your brands and products.

Let’s Launch!

Launching your first clothing brand doesn’t happen quickly or easily. It will take time and dedication, but you’ll create your brand soon with the proper steps! After that, you can begin selling in numerous ways, from your social media accounts to in-person artisan markets and pop-up shops. Then, finally, it’s time to get your product out there.

Now that you have an idea of where to start when it comes to opening your apparel shop and starting your brand, we hope to see your brands’ names soon! What kind of apparel would you create if you were to open your apparel shop?

How to Start Sewing Your Own Clothes

In the past few years, we’ve seen a rise in sewists pop up from all over the world, beginners starting their journey. If you recently started sewing and are interested in learning how to start sewing your own clothes, today we’re here to help you start! Follow along as we go over the basic supplies you should keep on hand, beginner machines and the machine types, and more.

What You Need to Start

The most important thing for sewing your own clothes is your tools! Having the right tools on hand will help the process go smoothly, and you’ll have better quality projects at the end of it. Below is a list of tools every sewist should have in their tool kit.

  1. Scissors

A prominent tool, but an important one! When it comes to your sewing scissor, we always recommend having one dedicated to only fabric and one for everything else. This helps to keep your fabric scissor blades sharp longer so that you don’t fray your fabric when it’s time to cut.

2. Measuring Tape

Important and handy, having a measuring tape in your kit is a need! A measuring tape is a must for any sewist, from measuring yourself when it’s time to begin creating to measuring your fabric, elastic, and more.

3. Sewing Gauges

An excellent tool for when it’s seam allowance time, the sewing gauge is a t-shape measuring stick with a slide gauge that allows you to measure the distance from your edge of the fabric to where you are stitching. So when you’re sewing apparel, this tool is perfect for hemming!

4. Thread Snips

This tool is perfect for creating apparel because it allows you to get that close thread cut on your projects without the fear of cutting your fabric. So without fear, cut close to your fabric using a thread snip on your next project.

5. Seam Ripper

Made a mistake in your stitching? Want to reconstruct a piece in your closet? It’s easier deconstructing those mistakes and projects with a seam ripper. This tool has a sharp hook that easily rips through the thread, breaking those pieces apart. Be careful, though, with its sharp end, it can also easily go through the fabric if you’re too rough.

6. Iron and Ironing Board

When you’re sewing clothes, it’s best to have your iron and ironing board nearby! When creating, there are a lot of pieces that need to be pressed, so having this is a need! If you don’t have room for an ironing board, you can always get an ironing mat. This is perfect for beginner projects and is a great place to start.

7. Pins and Clips

Whether you keep them in a jar, or a cushion, having clips and pins on hand is necessary when you’re sewing. These little tools are needed to keep fabric pieces together and aligned, ensuring your project comes out exactly as you want it to!

8. Fabrics and Threads

There is an abundance of options for choosing fabrics and threads for your apparel projects. Check out your current closet to see what fabric types you already use to better figure out what options you should buy. As for the thread, sewing is an excellent fabric/thread/needle game. Depending on what fabric you’re working with, you’ll be able to choose the right thread type and the right needle. 

We recommend looking for fabric created for apparel and 100% polyester thread which is durable and comes in every color.

9. Sewing Patterns

When you’re new to creating apparel, following sewing patterns is a great way to learn! Look at online patterns, your local quilt shops, and even antique and vintage shops when you begin browsing for your next pattern! Some pattern designers even offer step-by-step video tutorials and diagrams for the beginner sewist.

10. Sewing Machine

When you’re first choosing a sewing machine, how many options are out there can be daunting, but we’re here to help! Whether you get a machine with all the bells and whistles, or a basic straight-stitch, finding the suitable machine depends on your needs and wants. So follow along below as discuss the different types of machines out there, and what you should look for in yours.

Picking Your Sewing Machine

Let’s start by discussing the different types of machines out there! It’s important to know your options for what’s available out there and understand how each machine can help you build your project.

Mechanical Sewing Machines

JUKI Options: TL-2010Q, TL-2020PE, TL-2000Qi, TL-18QVP

JUKI Haruka TL-18QVP

A mechanical sewing machine, or electric sewing machine, has little to almost no circuitry. It has a motor that moves the needles up and down, a foot pedal to drive the motor. Some mechanical sewing machine options, like the JUKI line, also offer Free Motion Quilting, allowing you to piece and quilt.

These machines are perfect for beginners because they’re simple to use, and don’t have a lot of bells and whistles. For someone who is just beginning, and doesn’t want too many buttons or stitch options, a mechanical sewing machine is perfect.

These sewing machines are also perfect for the sewist who plans to work with heavy or thick fabrics. Our TL series, for example, is a popular choice among bag makers because it can handle multiple pieces of fabric at once and can sew through fabrics like vinyl, leather, and cork.

Computerized Sewing Machines

JUKI Options: HZL-DX7, HZL F-600, HZL DX-4000QVP

JUKI Kokochi DX-4000QVP

A sophisticated type of machine, the computerized sewing machine includes an LCD screen and offers more stitch options and functions. There are many digital features including sensor systems, pivot functions, digital tension, auto thread trimming, and more.

Some machines like, the HZL-NX7, come with features like JUKI Smart Feed, to move the top layer of your fabric in sync with the lower layer. If you’re working on apparel, this feature is perfect for stitching without the worry of shifting layered fabrics.

Computerized sewing machines, even with their selection of features, are relatively simple to use and for many make sewing an easier process.

Let’s Talk Features

Let’s go through some features you need, and features you’ll want. Knowing the options available to you will help you build a better wish list once you start looking for your machine.

  1. Know Your Presser Feet

Keep in mind the projects you plan to create and research what presser feet you’ll need to own. Some machines come with these accessories in their set, others you’ll have to purchase separately. Having the right foot is important when you start implementing techniques like gathering, adding elastics, and more.

Some feet we recommend for apparel are the Buttonhole Foot, Walking Foot, Smooth Foot, and Invisible Zipper Foot to start.

2. Stitches

Think about the type of stitches you’ll want to work with. Some machines only offer straight stitch, others will offer zig-zag. You can also find machines that offer stitches for quilting, piecing, overlocking, triple stretch, blind hem, and more.

3. Creating Buttonholes

This can take 4 steps, or 1 step depending on the machine you purchase. Some machines will offer an automatic one-step buttonhole while in others you must manually switch between the zigzag and bar tack stitches to form the buttonholes. If you’re a beginner, finding a machine that uses an automatic option is great, especially if you plan on using buttons often!

4. Built-In Free Arm

If you plan on creating apparel, a free arm is perfect for pants legs, and sleeves. This free arm will allow you to sew those narrow cylindrical or tubular items, helping you create the perfect closet.

5. Automatic Needle Threader

A small feature with a big impact, the automatic needle threader feature is great for users who have difficulty with eye-sight or shaky hands. This feature works by using a small hook to pull the thread through the eye of the needle.

Let’s Start Creating!

Now that you know what tools you’ll need and have a better idea of what machine you’ll want, you can start planning your sewing journey! Sewing your own clothes is a wondrous journey where mistakes will happen, your skills will surprise you, and you’ll constantly be learning. Pick beginner-friendly projects and patterns, research local sewing classes, and test your skills by grabbing thrifted and discounted fabric when you first start.

We recommend looking on YouTube for online tutorials and lessons when you find yourself lost, and enjoy the limitless amount of resources out on the web for sewist! We put together our top 5 tips for new sewists!

  1. Start Small

Don’t psych yourself out with big projects when you first start sewing. Pick up simple patterns and projects and start there before building your skill base and attempting larger projects. By doing this you’ll reduce the chances of burnout and have fun making mistakes!

2. Use Scrap Fabric

Don’t let those pieces go to waste! Scrap fabric is perfect for when you want to practice new stitches and techniques.

3. Read Those Patterns!

Don’t start a project before fulling reading through a pattern. Then, if you need to make adjustments, you can catch it early on and do so before you start cutting. It will also help you understand the steps you’re about to take and help you understand the entire process before you begin stitching.

4. Check, and Check Again

Test trying your outfits and projects as you sew is the perfect way to confirm you’re doing it right. Check on the stitches, make sure the length is correct, and make those adjustments.

5. Enjoy the Journey

Not many call themselves sewing experts, even those who have been doing it for years. Every time we sew and create, there’s a chance for a new technique to be learned and a new project to be created, meaning the journey is never-ending! Enjoy the process and watch yourself grow as you sew.

We hope these tips and resources help you find the right tools and machines when you start sewing! What do you wish you had known before you started sewing? Comment down below and leave tips for the new sewist!

JUKI Spotlight: Blossoming with Flower Sew!

From quilting to bag making, Flower Sew has you covered! Today we’re meeting up with Daisi Toegel, Flower Sew’s shop owner. In 2017, Daisi founded Flower Sew only one year after learning how to sew. Flower Sew began as an idea out of curiosity for the sewing world. After watching endless videos of other sewists creating bags and projects on video sites, Daisi found herself wanting a sewing machine to start her journey in the community. A year after seeing these videos, Daisi’s boyfriend surprised her with a sewing machine to begin, and the rest was history.

Daisi went on to practice and practice some more after receiving her gift. Finally, a year after receiving her gift, Daisi began constructing bag patterns, creating and selling them. Since completely self-teaching herself, she sewed and sold bags for three years at her local craft fairs and on her online e-shop, Flower Sew, named after her now husband’s pet name for Daisi, Flower.

After three years of focusing on bag creations and patterns, 2020 changed the course of Daisi’s business. She began creating and selling masks during the pandemic, creating and designing over 2,000 masks. Daisi, later on, realized she wanted to take a step back from sewing masks and find a new craft within the sewing world. So she began venturing into the quilting world, where she taught herself to quilt, and began expanding her knowledge and business along the way.

Taking a step back from her bag-making days, Daisi jumped into the quilting world head-on. Using her social media platforms, she began sharing her progress and work with her followers, re-building her brand along the way. 

Now focused on quilting, Daisi has held six ambassador roles over the years that range from small notions to beautiful fabrics. These programs helped her not only grow her business but allowed her to make connections in the sewing and quilting community.

After discovering her passion for creating quilts, she moved on to pattern designing, a hobby she had picked up in her bag-making days. When she started patterns for her bags, she was inspired to design something different and new. Quilting was no different. She bought a design program and began drawing! Starting small, Daisi began with baby-sized quilts and built herself up through trial and error. Through this practice that she’s been able to create seven patterns; 4 on her own and 3 in collaboration with different craft and sewing magazines. Many of her patterns interwork the ambassador programs she’s involved with by including their notions and fabrics. 

As someone who’s been able to grow her business and obtain credibility from other sewing and quilting brands as an ambassador, we asked Daisi what advice she has for those out there trying to build their brand.

“Forget about money. In the beginning, it’s all about gaining value and confidence before you gain any money. If you need to give your time, work, or product for free, do it. The reward is certain, just know everything has its own time to come. Being an ambassador doesn’t involve anything but receiving products in exchange for your time and work, and it is the most wonderful experience I have had in the quilt world; it’s fun, and I learn a lot. There’s nothing that says that.”

Daisi’s brand continues to grow each day through her social media channels filled with new pattern works, projects, and her quilt progresses. What makes Flower Sew unique is the designs and patterns created by Daisi, inspired by ideas that bring her happiness and not trends. Focusing her attention on bright colors and fun designs, Daisi’s page is filled with bright fabrics and colorful looks. As she continues to grow her skills in quilting, we’re looking forward to seeing more patterns released!

The future of Flower Sew is blossoming beautifully! Daisi’s plans for her small business include more original pattern creations, with the hope for a pattern book soon, and continuing her ambassador programs with new possible positions. Currently, a sketch is in motion for membership for Daisi’s business, but we’ll have to wait and see for that one JUKI lover!

We hope you enjoyed getting to learn more about Flower Sews and its owner Daisi Togel! When you’re building your brand, learning skills like pattern designing or diving into ambassador programs are great ways to get yourself out there and grow your business. We hope reading Daisi’s story in how her business has grown and changed over the years inspires you to begin yours!

To follow along Daisi’s journey, follow along below.

Visit Flower Sew’s shop here!

Follow Daisi’s quilting journey here!

JUKI Small Business Seminar: How to Write a Marketing Plan 

When it’s time to get your business out there, it’s essential to start building a marketing plan. Think of your marketing plan as a road map to help you reach those target audiences. Items like consumer trends, product sales and demand, and more can be studied through marketing trends, helping you create a more accurate business plan.

Why should you focus on marketing? The simple answer is that marketing is how customers find your business. Whether you choose to do this online or in-person, following through on marketing plans can upgrade your shop’s sales and popularity. Follow along as we go over some essential things to keep in mind once you begin creating your marketing plan.  

Executive Summary

The first page will cover your executive summary when you begin your marketing plan. Here you’ll be summarizing the marketing strategy you hope to follow. Your executive summary will include the following points.

  1. Business Details: confirm your business name and where you will be selling to the customer. This can be through e-commerce, word of mouth, storefront, etc.
  2. What products and services you’ll be marketing: confirm the products and services your company will focus on. From here, make sure to note what advantages your products/services have over the competitors and which you think will be customer favorites.
  3. Mission statement: this statement will become the forefront for your shop in many ways. Make sure to think of a one-sentence statement that embodies what your shop represents. For example, the Coca-Cola Company is “Refresh the world. Make a difference.”
  4. Marketing goals: make sure to create short and long-term marketing goals. These goals can relate to growth in your return on investment (ROI), obtaining new customers, and raising retention.
  5. Create a budget and Projections: Focus on what your Return on Investment (ROI) will be once you push your marketing plan forward. You can adequately plan for paid advertising and marketing spending by learning your estimated ROI.

Creating your executive summary will be last on your to-do list since this will embody your complete plan as a whole.

Market Research

Your first step in creating a marketing plan is conducting market research for your industry. Try to avoid assuming or overconfidence bias when creating your marketing plan, as this can lead to lower revenue than you’re expecting and cause a mishap in your financial planning.

Look into market research for your audience base. Review website analytics, social media audiences, and customer surveys to get an idea of what attracts the customers you’re aiming for and see what you can bring to the table that competitors might be lacking.

Review their demographics (location, age, and income level) to better focus your marketing efforts on markets that want your product. For example, if you focus your efforts on an audience that is too old for your product or can’t afford it, you could be wasting your efforts, resulting in low ROI levels for your business. Remember that your marketing audience can be different from your product audience. For example, while you’re creating children’s apparel, it’s the parents and adults in their life you’re marketing to.

Finding Your Strategy 

Choosing a strategy for your marketing is focused on three items: what channels you’ll be on, how you’ll format, and what your messages are.

What’s Your Channel?

These are the platforms you’ll find yourself using to promote your business, products, and services. By reviewing your target market research, you can see which best channel options are for you based on what channels your target audience can be found on. For example, if your target audience is a younger crowd, you might find yourself promoting on Tiktok or Instagram, as compared to using Facebook.

Channels to Focus On:

  • Social Media: Used by over 50% of the population, social media marketing is a top platform for your business. You can post for free and reach your target audience by researching sites like Facebook, Instagram, Twitter, Pinterest, and more. These sites are also a perfect platform to keep in contact with customers and build a relationship with shoppers.
  • Search Engines: When consumers need something, they’ll usually run to their favorite search engine. Keep this in mind when choosing where to place ads and how to create the content for your website, as search engines work off SEO (Search Engine Optimization) and follow the content you have on your site. Do this to hit your target audience when they’re looking for your product on the internet.
  • Email Marketing and SMS: Think of this as your direct line to your customers and those interested in your product. By using these resources, you can inform customers of deals, products, and more directly to their inbox.
  • Getting Offline: Marketing is not contingent on the online world. Look into channels like radio shows, billboards, TV campaigns, and more.

Once you’ve figured out what channels you’re going to market on, plan how you choose to do so. You can choose to go for organic marketing, which would mean no money involved, only your time and effort. Or, you can choose to advertise on these channels and pay for a boost on your posts. Paying for advertisements can get your product out to new crowds that usually wouldn’t see your post and can be directed to whom you choose in many cases.

Don’t stretch yourself thin with how many channels you focus on. Going too wide can be difficult to maintain and properly focus on, losing your audience in the process instead of creating a bridge between you and them. Instead, focus on your top channels, and put your effort into where your audience base can be found on. Remember that having only one channel will not assist you in the long run either, so it’s good to find your happy medium and work on those.

Formats to Use:

When you choose to post and advertise, think about what formats your audience would pay the most attention to.

  • Images: This can be GIFs, infographics, memes, product photos, and more.
  • Video: Use YouTube, Instagram, or TikTok to your advantage. Highlight reels, demonstrations of products, and how to use them, bring in the audiences, and create a more personal feel to your channels. This can also include introduction videos to your company, team members, and you.
  • Written Content: As we mentioned, search engines will find you through your SEO. One of the best ways to accomplish this is to create blogs and posts that will bring search engines to our sites and social channels. When creating content, focus on blogs, your website landing pages, and transcripts for videos.
  • Audio: Podcasts and Radio shows are popular forms of channels for travelers, active and sports enthusiasts, and hobbyists who enjoy listening to these forms of channels, like Spotify and the podcast app, during their activities or traffic.

When you’re marketing, you need constant content. Social media has created a world where consumers want new and fresh posts to focus on and bring their attention in. This can be demanding for a small business to keep up with, which is why we recommend researching tools that can assist with posting and scheduling like Hootsuite or Sprout Social.

Try and bring your audience in by encouraging posts with tags and hashtags to your company page. This gives you new content to re-post and helps you market your products and services in a no-cost way through your past customers. You can also partner with social media influencers who relate to your product or service, assisting you to gain brand awareness with little work on your end.

The Message 

When you’re working on different channels, this doesn’t mean your message changes. Remember to keep all your post across channels consistent in what you sell, the services you offer, and everything else. You want to keep consistency to grow trust in your business.

Find your message, and use it as a catalyst for what your content centers on. For example, Walmart’s channels will always focus on them being the lowest price, no matter what content they’re producing. Finding your adjective, the comfiest, the lowest, the highest, will set a tone to what you create going forward and how you’ll center your advertising. If you’re unsure what your message is, take a moment to reevaluate your business goal and why you want people to buy from you.

In your messages, try to avoid focusing on product features and focus more on what the product can do for the consumer. For example, if you’re creating blankets, knowing the size is great, but creating a story about having the comfiest blankets perfect for a night’s sleep will grab customers’ attention more. Marketing is about the product, yes, but it is also about building that relationship with your customers and wanting them to care about your product.

Budgeting

The best thing about marketing is the option to be high or low on your budget and still do well. Marketing can be done organically and paid, allowing you to choose where your budget should go and where you can cut and still do well.

Free marketing is out there! Many social media sites do not require paying to have a page or profile. On sites like Instagram and Facebook, creating profiles and pages is free of charge and allows you the freedom to get your name out there using hashtags, geolocations, re-share buttons, and tagging. Don’t forget many of these sites also allow you to invite your peers to share and like your page, helping you get your name out there.

You can also submit your business in marketing competitions like press opportunities, awards, podcast and blog features, and so much more. Using word of mouth through these submissions allows your company to save on marketing spending while assisting your goals.

While your budget for advertising spending may be low, remember to account for the time and effort that goes into the marketing itself. From creating the content to scheduling and posting, make sure to account your salary, or workers’ salary, into your marketing budget.

What’s your goal?

Lastly, take the time to break down your marketing plan goals and how you plan to measure the success. One of the main ways is through ROI (Return on Investment), the revenue you plan to obtain after spending your budget on the marketing.

Plan your marketing budget around your expected ROI to avoid situations where your marketing has a higher price than what you’re getting back on it. For example, if you see that a marketing campaign has begun to cost more than what you’re selling of the product, plan to revise that campaign and place your funds in a different project that can better assist you.

Besides the money, you can receive from marketing, think about other goals these campaigns can accomplish for you. It’s not always the dollar price in sales we’re concerned about, but rather brand awareness, website traffic, and followers. If you can create a marketing plan that can hit your goals, whether it be a dollar sign or follower count, you’ll be able to see a higher success rate down the line.

From Planning to Marketing 

Once you take that step and implement your marketing plans, you’ll finally be able to see your idea at work. You are spending that time to create your marketing plan, whether its hours or days, which will help you, in the long run, create a business with better sustainability and higher exposure.

Knowing your audience, where they are, and how to communicate with them will bring you that step closer to closing a sale each time.

  1. Know your market.
  2. Know your channels.
  3. Know your message.
  4. Know your budget.
  5. Know your goal.

When you keep up with these five points, you’ll be able to see what your marketing is doing for you and how to elevate your company when the time comes. So keep up with your marketing and know about its unpredictability and how it can bring awareness to your company. Marketing can bring your business to new heights and is an important plan to keep nearby!