You want to promote your business. What’s the best way to do it?

Understanding your business's purpose is foundational. It's not just about making money but defining why your business exists and the impact it aims to make. Throughout my career, I've emphasized the importance of a clear and authentic purpose, as it serves as a guiding force for all actions and decisions.

No se debe arrancar, sin tener claridad total de lo más importante. ?Para qué existe su negocio? ?Cómo pude solucionar la vida de empresas y personas? ? Y que los hace único y diferente?. Ya los demás elementoes, audiencia, mercado, etc... saldrán al definir estos 3 elementos.

The best way to promote your business depends on your target audience, industry, and goals. Start by conducting market research to understand your audience's preferences and behavior. Then, develop a comprehensive marketing strategy that utilizes a mix of digital and traditional channels such as social media, email marketing, content creation, and networking events. Continuously analyze the effectiveness of your efforts through metrics and feedback, adapting your approach as needed to maximize reach and engagement with your target audience.

Knowing your purpose is always about making profit over and above your cost once you go into business. But knowing further your purpose on how to expand your business for the long term is unknown and thus where you need to take deep understanding of your capacity both personally and intellectually. Some inborn qualities are hard to change as the saying goes, "its hard to teach old dogs new tricks." Values and family support are always factors to consider.

Understanding your target audience is crucial for effective communication. By identifying their demographics, preferences, and behaviors, you can craft messages that resonate with their needs and interests. Segmenting your audience allows for tailored communication strategies that address specific concerns and motivations. This approach ensures that your messages are relevant, engaging, and impactful, ultimately leading to stronger connections and desired outcomes.

Un buen ejercicio para conocer tu audiencia nos la ofrece Jim Edwars con sus libros relacionados con la metodología del AVATAR. De esta forma podemos conocerla más a fondo, sus características, lugares de encuentro físicos y virtuales, temas de discusión etc...

My son has an instore and online toys business here in the Philippines JJ VINTAGE TOYS. Its really nowadays an ecosystem in the business of digital marketing where most audience loyalty in favor of the interest of customers. It means that developing audience is easier these days because of the niche market that digital platforms offer where targeted audience can interact and transact. It is the duty of business owner to maintain seamless connection to auduences that matter and this can be done by constantly upgrade of contents and follow ups.

I think this is where companies waste the most money. People often come to me asking for help with a LinkedIn strategy when in truth, their audience is most active on Instagram or Facebook. Of course, we should all have a great LinkedIn profile and presence, but we should also spend our time and money where our market is active and will see our efforts, or at the very least make sure we have different content for the different audiences we reach in different places.

The PESO model is a great kickstarter. I've used it countless times to outline communications plans and shared it when lecturing in management schools. Map your Paid, Earned, Shared, and Owned (PESO) communication channels to reach your desired audience. Then, evaluate your goals, competitive advantage, and available resources to plan an adequate mix. For example, if you want brand awareness fast and money is not an object, increase your media spending (Paid). If, on the contrary, you have limited resources but a game-changing story to tell, then PR is your winning bet (Earned).

Este punto está directamente relacionado con tu público objetivo, y es donde se debe optimizar el presupuesto. Conociendo a tu audiencia, puedes optimizar el presupuesto para seleccionar los canales óptimos para dar tu mensaje.

The third step is to select and use the most appropriate channels to reach your audience. Channels are the mediums and platforms that you use to communicate, such as websites, blogs, newsletters, social media, podcasts, videos, webinars, events, or press releases. You need to consider the advantages and disadvantages of each channel, such as their reach, cost, credibility, interactivity, and feedback. You also need to align your channels with your purpose and your audience, and use a mix of channels to create a coherent and consistent communication strategy.

Understanding your content is crucial for effective business promotion. You can create compelling marketing materials that effectively communicate your brand's value proposition to the right audience. Identify Your Unique Selling Proposition (USP): Determine what sets your business apart from competitors. Highlight this in your content to attract target customers. Tailor Content to Your Audience: Research your target audience's demographics, preferences, and pain points. Craft content that resonates with them to drive engagement and conversions.

Creating engaging and persuasive content is essential for driving action from your audience. Your content should be tailored to resonate with your audience's interests and preferences, while also providing value and quality. Utilizing various formats and channels allows for a diverse and dynamic approach to content creation, maximizing its reach and impact. By adhering to best practices of content marketing, such as strategic planning, optimization, and analysis, you can ensure that your content effectively communicates your message and inspires meaningful engagement and action from your audience.

Communicating ethically and responsibly is crucial for maintaining trust and credibility in your business. Adhering to principles of honesty, transparency, and respect ensures that your communication efforts are conducted with integrity and consideration for your audience and stakeholders. By complying with relevant laws and regulations and avoiding practices that could potentially harm or mislead others, you demonstrate your commitment to ethical standards and foster positive relationships with your audience. Ultimately, ethical communication not only strengthens your reputation but also contributes to the long-term success and sustainability of your business.

La ética debe ser parte de la esencia de una empresa. Realmente es un elemento diferenciador, y los primeros que hablarán de si tu negocio es ético o no, son los clientes. No solo es el respeto, es la directriz para llevar a cabo cualquier decisión y acción dentro de la empresa.

Utilize customer feedback to improve your products or services. A restaurant owner could gather feedback from diners to enhance their menu offerings and dining experience. Monitor social media metrics to gauge the effectiveness of your marketing campaigns. A clothing brand could track engagement on Instagram posts to determine which content resonates most with their audience. Seek input from team members to enhance internal communication processes. Respond promptly to customer complaints or suggestions to show that you value their input. An online retailer could address a customer's shipping issue promptly to maintain a positive reputation. Implement changes based on feedback to demonstrate a commitment to continuous improvement.

Los comentarios son la mejor herramienta de mejora continua. Lo positivo enaltece y da apoyo. Lo negativo se debe convertir en una oportunidad de mejora inmediata, para saber que no hacer y transformarlo.

Customer or client feedback, especially, can help your learn what people are looking for, and this can let you tweak your business offerings. Sometimes it's the little things that make a big difference for a client, like when you format a report with an executive summary that they can then share through the organization.

One thing that we do in our PR & Marketing team a lot is PoC testing when it comes to established but also emerging communication channels. We run a few campaigns on a selected platform, evaluate the results and then decide if we keep this platform based on the effect. It is important to have strategic goals but try to leave some room for improvisation to be able to test your ideas and adjust based on the results.

Simple framework. OFFER AUDIENCE CHANNELS TACTICS The only thing not included in your list of questions is the OFFER. Your offer is what you are selling. Be that a service or a product you need to make sure it is the best it can be AND relevant to the audience you are selling into.