As a small, female owned start up business, there may seem to be an assortment of planning, logistics, and complications to run through before and as your business is growing. All of these things may feel overwhelming, even if you enjoy certain aspects of business over others.
In this day and age, marketing has become one of the most crucial factors for the United State's adult population. According to EHL Insights, consumers "increasingly seek to support organizations that align with their own moral and ethical views." This is especially true for Millennials and Gen Z. 91% of Millennials would switch brands to one associated with a cause they believe in while 94% of Gen Z expect companies holds expectations for companies to address environmental and social issues according to a study done by Sourcing Journal.
How does this relate to marketing?
The way in which you market your business has an extreme influence on which people you are attracting to your business and how many. Younger generations are increasingly deeming marketing strategies, aesthetics, and values as chief in the longevity of their relationship with that business.
A study done by Louisa Zhou in 2024 states that 96% of small business owners use social media to promote their business. Taking this into consideration then, how can you better differentiate your brand from others? Most importantly, how can you sell your brand and products to enable a steady stream of reliable customers?
Because marketing is typically done online via social media or websites, making sure your product is pretty, consistent, and fits well within the values of your business is key in keeping customers. According to MoEngage, Americans spend an average of 5 hours and 16 minutes on their phones per day. Genesys states that 78% of customers use mobile devices to interact with a business for customer service and support. Having a website that is mobile friendly or an easy to use app is a great example of abiding by the likes and interests of the consumer population. Any ways in which to simplify the user experience while maintaining brand image is essential.
A study done by Forbes looked at an organization's sales changes derived from marketing influence. The findings were significant. Awareness rose from 17 percentage points to 79 percent while consideration went from 46 to 62 percent once the organization increased their marketing budget through digital marketing, website, videos and microsites. For this observed organization, increased marketing investment raised $50 million in new sales over a two year period. If that's not enough to show how prosperous marketing is for business, what is?
Marketing is a way to predict the behavior of customers and to change your behavior to better suit your specific markets needs. Design, consistency, and image are all influential but having the customers likes and interests in mind should walk beside aesthetic, hand in hand. With aesthetic and social interests growing in the consumer generation, intelligent marketing is the path of highest revenue. Marketing has and increasingly continues to be a dominant highway to prosperity for any growing business.
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