Running a successful business is about doing many small things in the right order and in the right proportion, just like following a recipe. This is particularly important if we’re a startup company or have a new product or service we want others to be aware of.

Think about baking a cake. If you’ve ever tried to eat the basic ingredients such as a spoonful of flour, raw egg, or cinnamon for example, it really isn’t nice to eat, in fact it is usually disgusting and almost impossible to eat. When these ingredients are blended together in the right proportions and the correct order, we create something that is delicious and have people wanting more.

Think of marketing in the same way. We’re looking to create a formula, (recipe) that makes people want to come back for more, not turn them away. In our marketing, when we get the recipe wrong, by not having an action plan or strategy, (a recipe to follow,) we are essentially doing the equivalent of trying to make our prospective customers eat a teaspoon of raw ingredients such as cinnamon all on its own. We are turning them away, they never want to experience this again. They may even warn their friends against us.

What is the recipe that has people wanting more?

Yet when we create a balanced marketing recipe that is tailored to our specific audience and get it right, we end up with repeat business and referrals who are raving about how good we are. We actually become something that they want more of.

Remember, marketing success isn’t about luck, we make our own luck by following a formula consistently, reviewing the outcome and then making small tweaks to the recipe.

Stop winging your marketing and follow a formula proven to work

There is more than one recipe for making a chocolate cake. It depends on our taste. We can tweak the basic formula to make it our own. The same goes for business. Depending on the focus and industry, we can tailor the recipe to our desired tastes, making our marketing a recipe for success and business growth.

What might that recipe be?

10 Essential Ingredients for Business Growth

  • Just like a cake has a purpose such as birthdays, weddings and other celebrations the business needs a clear mission.
    Know why you do what you do – A Mission Statement acts as a compass and keeps everyone on the same path. When we have a Mission Statement, it is much easier to make decisions and helps to keep us on track and motivated.

    Action: Write or revisit your Mission Statement and share it with others regularly. Make sure it is on your website and used on your social media platforms

  • Know Your Target Market – Not everyone is the ideal client, just as not everyone likes chocolate cake. When we know our target market, we can speak their language, hang out and collaborate with others who focus on the same target market and become more efficient. When we market to everyone the message gets diluted.

    Action: Create a detailed customer profile that includes, profession, demographics, age and gender. What are their challenges and how are you their solution

  • Create a marketing funnel action plan – A marketing funnel outlines how you attract, engage and convert prospects. It takes into account sales cycles and closing ratios in all aspects of the marketing tactics. This is a living document that adjusts based on each tactic being used. You can download a marketing funnel template on the GOFAR consulting website.

    Action: Create a marketing funnel and identify which touch points should be tracked such as website visits, newsletter click throughs, email sign-ups etc. and have a follow up policy for each.

  • Update for A.I. driven marketing – use this as a tool for content creation, research and data to amplify your visibility and save some time.

    Action: identify an area that ChatGPT, Jasper, Gemini or other A.I platforms can save you time and drive traffic to your business.

  • Incorporate short video content – most people enjoy learning or entertaining videos that are short. This will increase internet presence and define you as an expert if carried out appropriately. Many social media platforms dominate our attention. Note that you don’t own these platforms, so the goal should be to drive the message to something on your website where you can gain their contact information.

    Action: Create content to drive people from your social media to your website.

  • Choose a combination of direct marketing tactics – there are many forms of direct marketing and depending on likes, dislikes and industry, some will be more productive than others. Look and see what works for your industry. Don’t be afraid to go out and try different forms, just make sure to track how well it works. For example:· What is the breakeven point if you were to send out a postcard or have a video professionally created?· How many clients are obtained from the campaign and is it worth the time effort and energy if SEO could bring in more clients for the same money. Some direct marketing tactics to consider are; networking, newsletters, speaking, postcards, tradeshows, videos, podcasts, blogs, SEO, GEO, PR, cold calling, social media and events.

    Action: Revue different marketing tactics and decide which ones you will or will not use. Pick 2-3 tactics to focus on consistently.

  • Build and maintain internet presence – Our digital footprint builds credibility and expands our reach to give us more visibility both positive and negative. Be mindful of social media blackmail. Be aware that inconsistent branding or negative reviews can do more harm than good. Make sure that internet presence is consistent in every type that is implemented. If your website says one thing, and social media another, potential customers get confused and that leads to hesitation and a ‘no’. Depending on the target market choose the most appropriate social media that makes sense. If the target market is geared more towards a corporate client, then LinkedIn is popular, if the target market is younger professionals then Instagram and TikTok may be more inline. We only have so much time and energy, algorithms and trends change so keeping up to date is important. Be sure to gain reviews

    Action: Ensure your website is mobile friendly. Set up Google alerts or reputation tools to monitor business mentions. Ask customers to give reviews

  • Form strategic partnerships – Collaborate and build relationships with those who serve the same target market as us. If we work this process correctly, not only is it easier to pass more referral business, we become far more valuable to our clients and build a team of professionals. This must be reciprocal in some way, and it is extremely important to respect and honor each other’s level of trust and credibility.

    Action: Identify 4-6 potential partners who serve that same target market and offer different services.

  • Offer marketing incentives – Sometimes our cake needs a cherry on top. Incentives can help people to take action. There are many forms of marketing incentives and with it the perceived value of what is being offered. Maybe a specific seasonal item is being promoted and given a discount, or a ‘buy one, get one’ promotion. If running a workshop, it might be an early bird special, or if it’s a product there may be a limited number at a promotional price. Bonus material, bulk discounts or extra products are also given as incentives for customers to buy now.

    Action: Create a time sensitive promotion. Some of our clients offer seasonal specials in their slower period which helps to boost business and keeps revenue up.

  • Develop loyalty programs – It is much easier to keep and retain a client than to continually keep looking for new ones. Reward the people who already work with you. Popular programs are; loyalty discounts, length of service/membership, loyalty punch cards ‘buy ‘x’ and the next is on us’. V.I.P. status. Anything that can be done to create a loyalty package is beneficial, monitor this for client retention.

    Action: track and reward your most loyal customers. Consider using a CRM or other marketing tool to automate reminders and rewards.

Marketing doesn’t have to be overwhelming or chaotic when you have the right recipe to follow. When we add the right ingredients in the right order it becomes manageable. Remember there isn’t a perfect recipe that everyone enjoys, we all have different tastes. Customize your marketing to align with your target market and industry, just make sure it is consistent. Start with the 10 basic ingredients and then adjust to taste.