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In a small business where you are the marketer, the prospector, the closer, and the account manager, it can feel like going out and getting new customers, "getting the word out," and building an audience are all the same things. But there is some nuance, and it's important to know the difference.
What is the difference between prospecting for new clients, and marketing to a new audience?
Jenni here, and today's blog post comes from a question that we've been asked a couple of times by 3 or 4 clients over the last week. The question went something like this:
"What do I need to do to get my idea off the ground? I don't want to look shitty, but I don't want to prevent myself from getting out there at all, you know?"
Like I mentioned, this is at least the 3rd time this week I've heard this question, so I thought I'd address it here on the blog. Let's talk a little bit about this magical thing called minimum viable products, and how you can get stuff out there without damaging your brand.
Towards the end of last year we worked with K'Dee Miller the owner of video production company, Patina Pictures. K’Dee originally started her business in Los Angeles, in her mid-twenties, when the primary focus was on producing independent feature films. Flash forward ten years, and K’Dee, similar to Patina, had grown and morphed along the way. Despite all of her exciting creative growth and evolution, her original branding remained stagnant; a reminder of Patina’s story circa 2009. Simply told, K’Dee came to Prim’d for a brand re-fresh. But what she discovered while undergoing The Brand Plan was something far more important to Patina’s success than just a good looking logo.
The most important steps that we've taken over the past few weeks hasn't been a website wireframe, or a kick-off meeting with a photographer. It hasn't even been putting ourself through our own Brand Plan process. The most important thing that we've done over the last few weeks is talk to our customers.
These last few weeks we took some time to sit down with our customers, ask them a couple of questions, and then just really listen to what they had to say. It was enlightening, surprising, and more helpful than I had anticipated.
Jenni here, and lately lots of our clients are planning to launch something new. So this week I'm giving you something clients always ask for: a checklist of things to think through when you're launching. This list is long, and before you go getting all overwhelmed, I want to remind you that every launch is different, you're the boss, so you get to decide how much you want to take on in the release of your new product (it could be just getting it out there, it could be notifying your best clients, or it could be trying to get written up in big publications).