In May 2013 I finally finished writing the book that I started in 2010. (I was distracted by writing another book!)  This one is being edited ready for publication in September 2013 and over the next few months I’m going to share sections of it on my weekly blog. This time – why it’s important for businesses to get their marketing right, right from the start.

Many businesses struggle in the early stages of their lives because they don’t have the funding they need. They don’t have the money required to market their businesses properly; they cut corners wherever they can and take on whatever work they can. When I started my business I was very fortunate in having the support of a husband who worked full time. It meant that the mortgage was still paid each month. It also meant that he could lend me the money I needed to make a professional start.

I am full of admiration for people who set up their own business without that sort of financial support – and yet I see so many people who jump into business without really considering what could be involved. Then, when they realise that they do need to spend money on things like marketing materials and networking, they do it as cheaply as possible. What impression do you get from a business card that’s printed on paper, rather than card and that you can see has been cut from a sheet with scissors? Compare the original looking, professionally designed logo on one card, to the stock image on another, which you’ve seen in numerous different places. What about the consultant who uses a free email address and doesn’t have a website? Will they do as good a job as the one who has a creative business name with a domain name to go with it? While a flashy company name and slick brochure are not proof that you’ll do a better job, or that you’re more highly qualified than one of your competitors, if they have the professional image, they’re already a step ahead of you. That image may be the deciding factor between the two of you for a potential client.

When I meet people who are talking about setting up their own business, I ask them to consider their finances. If they don’t have the funds they need to do things properly and professionally, I always encourage them to look for the funding that will help them do that. There is a wealth of funding available for new businesses with as many options for paying it back. However the money is provided, having enough to make a proper start is, I believe, vital to the success of any business.

Even before I started to set up my business, I took the decision that it needed to be presented properly. After all, I was creating a marketing company – one that helped others to communicate effectively. It was essential that I demonstrate my knowledge of communication through my own branding. Firstly I spent some time with a graphic designer who created a logo for my company. She developed letterhead and business cards; she designed a leaflet for which I wrote the words. Then I had everything printed on good quality paper – nothing flimsy or cheap. I meet many new business owners who use free software to print free business cards from their own computers. It might save you money; it will not create the impression that says “I am in business and I am here to stay.” You need to show that you are serious and that you are different from everyone else.

Next I bought a domain name and used it for my email address, instead of telling people I had a free account. A friend set up a small website for me, for which I wrote copy for a few pages, telling visitors what I could do and what benefits they would get from working with me. I knew nothing about the technical side of websites, so there was no way I would consider building my own site. There is a wealth of software available to help you set up your own website; however, there are also too many homemade looking websites on the internet. As with business cards, a professional looking site will create a better impression than one that has been put together over a weekend. More importantly, your website has to work in a technical sense – if it can’t be found by search engines, or the pages don’t link together properly, or your contact form doesn’t work – you’ll turn away business without even realising. Unless you are a web developer setting up a new business, I advise you to look for one who can help you. They come in a huge range of shapes and sizes with pricing policies to match; you can start small and grow your website as your business grows.

What next? When you provide a service rather than a product, networking is one of the best ways to promote what you do. Attending meetings gives you the opportunity to speak to potential clients and allow them to get to know you. Once someone trusts you they are far more likely to ask you to work for them. Networking gives you the time you need to build up relationships with other people, to develop the required level of trust. The number of networking meetings is constantly growing, giving you a wide range of opportunities to choose from. One mistake I believe that many start up businesses make is to only attend free events. “I’ve got a limited budget, so I’m only going to attend free meetings and not pay for membership to any group.” This is something I hear often from the owners of small businesses. The problem with this approach is that many of the free meetings are full of other people with the same attitude. “I’m new to business so I’m not spending any money,” they tell you. How many of these ‘budget conscious’ business owners will want to invest in your services? I’m not saying you should avoid the free meetings; you need to consider your networking budget and spend it wisely.

A final note on networking – think about how you present yourself when you attend. I’ve met Marketing Consultants in jeans and dirty trainers at networking meetings.  If that’s the type the of consultant you want to work with, that’s fine; just think about who your ideal clients are and the first impression you want to create with them.

My new book will be available to buy from September. You can order your copy now and take advantage of the pre-launch order by clicking here and we’ll send you a signed copy when it’s ready.