{"id":12861,"date":"2017-01-12T15:46:45","date_gmt":"2017-01-12T20:46:45","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=12861"},"modified":"2017-01-13T14:58:16","modified_gmt":"2017-01-13T19:58:16","slug":"marketing-tools-new-business","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/marketing-tools-new-business\/","title":{"rendered":"The Tools You Need to Market Your New Business"},"content":{"rendered":"<h2><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15833 size-full\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/01\/The-Tools-You-Need.png\" alt=\"Marketing tools for new business\" width=\"1268\" height=\"707\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/01\/The-Tools-You-Need.png 1268w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/01\/The-Tools-You-Need-300x167.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/01\/The-Tools-You-Need-768x428.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/01\/The-Tools-You-Need-1024x571.png 1024w\" sizes=\"(max-width: 1268px) 100vw, 1268px\" \/><\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019ve been following the <a href=\"https:\/\/www.hostgator.com\/blog\/start-new-home-based-business\/\"><strong>HostGator Home Business Guide<\/strong><\/a> series, you know we\u2019ve covered a lot of the groundwork for setting up your new business, from deciding if running a business is right for you to getting a website. You\u2019re just about ready to announce your home based business to the world   and more importantly, to your target market. To do that, you need to put together your\u00a0marketing toolkit to spread the word online and in person.<\/span><\/p>\n<ul>\n<li>\n<h4><span style=\"color: #cc6631;\"><a style=\"color: #cc6631;\" href=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/12\/HostGator-Ebook-Guide-To-Launching-Your-Home-Business.pdf\"><strong>Get the FREE eBook: Launch Your New Home Business!<\/strong><\/a><\/span><\/h4>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2>The marketing mindset<\/h2>\n<p><span style=\"font-weight: 400;\">'\u02dcMarketing\u2019 is a vague term. Ask 72 experts what it means, as marketing author Heidi Cohen did, and you\u2019ll get <\/span><a href=\"http:\/\/heidicohen.com\/marketing-definition\/\"><span style=\"font-weight: 400;\">72 unique answers<\/span><\/a><span style=\"font-weight: 400;\">. The simplest approach for new business owners is to think of every interaction between your business and your potential customers as a chance to establish your trustworthiness, demonstrate your authority or quality, and listen to what those potential customers want and need. For this post, we\u2019ll focus on gathering tools to build trust and establish a professional image. We\u2019ll delve into authority and listening in the <a href=\"https:\/\/www.hostgator.com\/blog\/customer-feedback-new-business\/\">next post<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The c<a href=\"https:\/\/www.hostgator.com\/blog\/make-simple-business-plan\/\">ustomer personas you developed in Step 3<\/a> are now going to help you create your marketing tools. As you go through these steps, think about how you can set up these tools to show your business is reliable and professional <\/span><i><span style=\"font-weight: 400;\">in a way that will appeal to your customer personas<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>Digital marketing tools for your new business<\/h2>\n<h3>Email<\/h3>\n<p><span style=\"font-weight: 400;\">Now that you have a domain name and website, you\u2019re ready to set up your <\/span><b>professional email address<\/b><span style=\"font-weight: 400;\">. If you host your website with HostGator, it only takes a couple of minutes <a href=\"http:\/\/support.hostgator.com\/articles\/how-do-i-create-email-accounts-in-cpanel\">in your control panel<\/a>. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You need\u00a0a professional email address, even if your personal email address is something related to your business. That\u2019s because customers find <\/span><a href=\"https:\/\/www.hostgator.com\/blog\/2016\/10\/14\/personal-email-account-destroying-credibility\/\"><span style=\"font-weight: 400;\">professional email addresses<\/span><\/a><span style=\"font-weight: 400;\"> more trustworthy, and as a new business, that\u2019s exactly what you want to communicate. Use this address on your site, business cards, social media, and other marketing materials. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In your email settings, create a <\/span><b>signature line<\/b><span style=\"font-weight: 400;\"> for your professional emails that includes your name, your company name, your tagline, a link to your website, and maybe your phone number.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3>Phone<\/h3>\n<p><span style=\"font-weight: 400;\">Don\u2019t want a separate <\/span><b>phone for your business<\/b><span style=\"font-weight: 400;\">? Get a Google Voice or Skype number instead, and use that number for your business, or use the <\/span><a href=\"http:\/\/support.hostgator.com\/articles\/tell-me-about-the-business-hosting-plan#voipo\"><span style=\"font-weight: 400;\">toll-free VoIP number<\/span><\/a><span style=\"font-weight: 400;\"> that comes with HostGator\u2019s business hosting plans. Then decide <\/span><b>how you\u2019ll answer business calls<\/b><span style=\"font-weight: 400;\">. Record a good <\/span><b>outgoing voicemail message<\/b><span style=\"font-weight: 400;\"> and include an alternate way for customers to reach you, like your email address.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3>SEO<\/h3>\n<p><span style=\"font-weight: 400;\">You also need <\/span><b>keyword<\/b><strong>-rich title tags and content<\/strong><b>\u00a0on each page of your website<\/b><span style=\"font-weight: 400;\"> to <\/span><a href=\"https:\/\/www.hostgator.com\/blog\/2013\/08\/29\/7-steps-to-proper-new-website-seo\/\"><span style=\"font-weight: 400;\">help search engines find your site<\/span><\/a><span style=\"font-weight: 400;\">, and you need to make sure your site text is visible to those search engines.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Resist the urge to use the same keywords over and over in your site copy, like this: 'Welcome to Houston Alligator Costumes! If you\u2019re looking for a Houston alligator costume, you are in the right place. At Houston Alligator Costumes, we are experts on Houston alligator costumes.'\u009d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The goal is to rank highly in search results *and* establish credibility. Copy that reads like a robot wrote it isn\u2019t credible. Google also penalizes sites for <\/span><a href=\"https:\/\/support.google.com\/webmasters\/answer\/66358?hl=en\"><span style=\"font-weight: 400;\">keyword stuffing<\/span><\/a><span style=\"font-weight: 400;\"> by ranking them lower in search results.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3>Social Media<\/h3>\n<p><span style=\"font-weight: 400;\">Now\u2019s the time to choose the\u00a0<\/span><a href=\"https:\/\/www.hostgator.com\/blog\/2016\/06\/07\/social-media-sites-for-small-business\/\"><b>social media platforms<\/b><\/a><span style=\"font-weight: 400;\"> your business will use, based on the ones your customer personas use. Are your ideal customers pinning products like yours on Pinterest boards? Do they chat with their peers in Facebook groups? Are they sharing technical tips on their YouTube channels? Go where they are, and don\u2019t worry about the dozens of other platforms.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ll talk in more detail about <a href=\"https:\/\/www.hostgator.com\/blog\/start-marketing-your-business\/\">social media marketing ideas in Step 9<\/a>. For now, identify the platforms to use and study their business-user tutorials. When you\u2019re ready, set up your accounts using your domain name, professional email address, and a user name that matches or relates to your business name.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>Printed marketing materials<\/h2>\n<h3>Business Cards<\/h3>\n<p><span style=\"font-weight: 400;\">Some of your marketing will happen offline, which is why at least some printed marketing materials are a must, too. At the very least, you\u2019ll want business cards.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why business cards in the age of the smartphone? When people are interested enough in your business to ask for your card, you have the opportunity to impress a potential customer or underwhelm them. Choose to\u00a0impress by (a) having business cards and (b) having cards that look good. Always carry your cards in a holder to protect them from pocket and purse damage.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3>Other Promo Items<\/h3>\n<p><span style=\"font-weight: 400;\">Depending on your business and audience, you may also want <b>magnetic car signs<\/b>, <b>pens<\/b> to give away, loyalty-program <b>punch cards<\/b>, <b>notecards<\/b> for handwritten thank-you\u2019s to your best customers, and <b>labels<\/b> for your products.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Branded labels can add panache to product packaging and gift-wrapped items. A magnetic sign on your car can raise awareness around town and is a popular choice for small home-service businesses. Bear in mind that when the magnet is on display, your vehicle is a rolling brand ambassador. Drivers will notice your cool magnet. They\u2019ll also notice whether your car is clean, whether your tailpipe is sagging, and how you drive, so keep that in mind!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The cost of printed marketing materials can add up fast. If your budget is very tight, you might start out with a small number of high quality business cards, rather than order a thousand lower-quality cards that don\u2019t represent your business as well. Consider also that your branding may change in a few months as your business evolves, and you\u2019ll need to replace your cards then.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you have your marketing toolbox fully stocked, you\u2019ve completed Step 6 and you\u2019re ready to move on to the most important step for every business at every stage of its life: connecting with and listening to target customers. We\u2019ll look at doing this through social media, in person, on your blog, and more in <a href=\"https:\/\/www.hostgator.com\/blog\/customer-feedback-new-business\/\">the next HostGator Home Business Guide post<\/a>.<\/span><\/p>\n<h4 style=\"text-align: center;\"><span style=\"color: #cc6631;\"><a style=\"color: #cc6631;\" href=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/12\/HostGator-Ebook-Guide-To-Launching-Your-Home-Business.pdf\"><strong>Ready to get started? Download our\u00a0FREE eBook: Launch Your New Home Business!<\/strong><\/a><\/span><\/h4>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019ve been following the HostGator Home Business Guide series, you know we\u2019ve covered a lot of the groundwork for&#8230;<\/p>\n","protected":false},"author":162,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[],"class_list":["post-12861","post","type-post","status-publish","format-standard","hentry","category-startup-small-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.2 (Yoast SEO v23.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Tools You Need to Market Your New Business - HostGator<\/title>\n<meta name=\"description\" content=\"Are you ready to announce your new home business to the world? 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