What are the basic tips of business

5 Essential Marketing Tips For Any Business


Every business needs a forward-looking marketing strategy to achieve sustainable corporate success. But before individual tactics can be derived from such a marketing strategy, some basics should be considered when planning.

In this post, I'll mention five basic, non-exhaustive marketing tips that can be applied to any business's marketing strategy.

1. Develop a clear message

It is the cornerstone and the beginning of every successful strategy and yet the first point on this list is often forgotten: Think about the message that your company should clearly communicate internally and externally. The simpler the message, the easier it is for your stakeholders to understand your business and thus also your offer. And don't we all love to be confronted with easily understandable things in an increasingly complex world?

This message should clearly show what your company stands for, what products or services it offers and why your target group should purchase them. I will come back to this in more detail in point four.

2. Know your target audience

Do you know your target group? Do you know what socio-demographic or psychographic characteristics it has? And: Does the targeted target group also match your current buyers?

The answer to this question can vary from company to company. This point is often neglected, especially in the early stages of marketing activities in small and medium-sized companies. By its very nature, the product seems to appeal to a distinct target group. But all too often, that is the crucial misconception. The product advantages that are obvious to the marketer, for example, do not have to be obvious in the perception of your target group. In addition, the precise understanding of the needs of your target group helps to convince them even better with tailored sales arguments.

In addition, not only your product, but also, for example, your company or product brand sends signals to potential customers. In any case, your marketing strategy should address your target customer group holistically.

Knowing your target group has another advantage: You know where they are. This makes it possible to address potential customers much more precisely and to avoid wastage. For example, if you want to reach a young audience, tactics derived from the strategy can address specific (media / sales) channels that this audience often uses.

3. Set yourself apart from your competition

Do you stand out from the crowd?

The basic idea behind this point is not always to necessarily have to be better than the competition in order to be successful - but different! What marketers like to call USP or Unique selling proposition name, actually gets to the point: Communicate clearly what makes your company, your product, your service unique.

Even if your product shows similarities with that of the competition - a differentiation is also possible via your brand. Companies like Apple haven't seen a day go by investing in their brand. This has made it possible for them to set themselves apart from their competition despite increasing product similarity.

4. Solve a specific problem for your target group

I mentioned it in the first point, but now that you've thought about a clear message and know your target audience, it's time to start solving problems. In truth, your entire marketing mix should be problem-solving!

Solve a problem for your target group with your marketing mix

The basic idea is to consider what specific need your product or service addresses. A Snickers will satisfy your hunger when there is no time for a main meal. The Mars company has perfected this message. This problem is solved not only in communication, but also with the placement of the product at the supermarket checkout or at petrol stations. The manufacturer knows that there is often no time for a proper meal in such places and accordingly offers its products there. As you can see, point two also plays an important role here.

5. Think and act holistically

The last point is probably the most difficult to implement, as it requires perseverance and constant reflection on what has been worked out. The complete marketing mix should be implemented holistically. From the product, to distribution, to price and communication, the previous points should be integrated into your strategy and consistently included.

For example, it is mostly counterproductive to convey completely different messages to a different target group offline than online. Depending on the type and industry of the company, this may help achieve short-term success in exceptional situations. In the medium and long term, however, the already established perception of the company, the brand or the product will be undermined and watered down.

Holistic consistency should already be striven for when developing the strategy. In addition, as early as the development phase, you should at least think about how such a strategy is in harmony with the resources of your company. The holistic consideration of various factors that can influence your strategy quickly becomes a challenge.

A tip: Prioritize your marketing goals and align them with your resources before you even think about a possible strategy.


The points addressed here are neither conclusive nor significant in their order. It is important to think of these points as a marketing manager and to take them into account in all measures even after developing a strategy. All of these points can be used and scaled for every business.

So I am particularly curious about your experiences and opinions: Does your marketing strategy address a specific problem for your target group? How did you discover this? I look forward to your comments on the topic.

Written by Martin Heubel

As an experienced marketer, Martin Heubel supports entrepreneurs in the successful marketing of their products and services. Here in the blog he shares his knowledge with newcomers and interested marketers.

Learn more about Martin Heubel ยป


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