Marketing Plan for a Home-Based Desktop Publishing Business essay

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Marketing Strategy for KitKat Desktop Publishing

Creating an independent desktop publishing business from one's home is indeed an exhilarating prospect. Entrepreneurship offers one a career of truly boundless possibilities and the intoxicating freedom of being one's own boss. However, such a path is not without challenges; there are the regulatory and compliance issues, financial issues, start-up capital needed to be gathered, evaluation of technology systems, and marketing (Schulaka, 2009). When it comes to the last challenge, marketing, this truly is an aspect which can make or break a business, particularly a nascent business and one which is small and developing. "Marketing and entrepreneurship are traditionally regarded as two separate academic disciplines" (Hills et al., 2008). However, such a perspective is inherently flawed. Strategic marketing in necessary for a small business to exist, survive and thrive, particularly for a small, home-based business. The best marketing strategy for such a specific type of business will have to be extremely multi-faceted and nuanced, made up of a range of interlocking parts.

Search Engine Optimization (SEO) Strategy Component

Given this day and age, a massive component of the Desktop Publishing business would take place online. Because so much of commerce and business occurs online today, the company would need a formidable and highly developed strategy to cope in the online arena: a massive part of this strategy would absolutely have to include search engine optimization. In plain language, it involves precise adjustments made to a website so that search engines (like Google) can find them easier and faster. One way to do this would be to encourage the owner of KitKat publishing to establish a blog. Creating a blog for one's business is absolutely a must: it's a low-cost marketing channel and provides an excellent avenue for one to build a network (esales, 2012). Furthermore, a blog allows one to increase one's product exposure online, something that can't help but be beneficial for the product: "Blog marketing is extremely useful for gaining mainstream visibility for your products. Your product line may be the focal subject of your company blog - a place where you educate consumers or prospective customers on product features and use, or a place to debut new additions to your line" (esales, 2012). Furthermore, by creating a blog, one is able to establish oneself as the "expert" on a given subject: this enhances one's credibility and it makes consumers more likely willing to engage in business with one. Creating a blog has now become one of the expected basics of seasoned marketing and a must for an SEO strategy.

The second part of the business SEO marketing strategy would revolve around effective keyword research. The right keywords are essential; they allow the search engines to help find one's business online which is essential in getting traffic to one's website and thus clients. A good keyword marketing strategy would focus on finding the most winnable keywords for the desktop publishing company and working to integrate them within one's blog. This would allow for greater SEO optimization.

Incorporating things into the website like metatags, strong content and backlinks will help to securely assert the website as being credible and causing search engines to rank it higher. For example, "Meta tags still play a vital role in SEO. If you type any keyword into a search engine, you'll see how that keyword is reflected in the title for that page. Google looks at your page title as a signal of relevance for that keyword" (Forbes, 2012). Furthermore, the best SEO marketing strategy would help mentor the KitKat company in writing and consistently creating high quality content. High caliber content is absolutely essential for successful SEO. Search engines consistently are becoming more and more sophisticated and they're more and more able to weed out the high quality content from the shoddier forms. The best way to respond to these changes is to hold oneself to a higher standard of content creation.

A good SEO marketing strategy would also walk the client through the creation of backlinks and how to properly harness these dynamics to gain a higher ranking from the search engines. For instance, "Build backlinks by submitting monthly or bi-monthly press releases on any exciting company, and contacting popular blogs in your niche to see how you can work together to get a backlink from their website" (Forbes, 2012). So many of these techniques revolve around building the most credible project possible so that people will naturally generate buzz about one's services; nothing beats an excellent service that people need. People will naturally discuss the services one provides and will link back to them if the service is worthy: KitKat desktop publishing should start by creating graphics and newsworthy content that will impact bloggers and other news websites to link back to that content (Forbes, 2012).

Social Media

Long gone are the days when social media was an optional tool for businesses. The reality is that if a business wants to succeed, it absolutely has to have an online presence with all forms of social media marketing and one which is extremely thorough and well-planned out. Proper social media marketing can help one to build one's network, one's client base and one's visibility as well as an overall strengthening of one's brand or service. Furthermore, social media can create an informal type of customer service for your company, allow you to give out coupons and generally drive more business to your company. Furthermore, social media is generally free to join so it can help one to reduce one's overall marketing costs in their entirety.

Social Media Marketing is so much more than just setting up accounts with Facebook and Twitter and then going about one's business. One needs to first start by outlining one's exact company goals, such as the exact objectives that the KitKat Company hopes to achieve via social media marketing. Furthermore, the KitKat company needs to outline which consumers (ages and genders) that they hope to reach. Then the KitKat company needs to select three to five different social marketing platforms from which to begin. The best sites for a company like the KitKat office of desktop publishing would most likely be Facebook, twitter and Instagram to start with. Building slowly is key, instead of trying to conquer the social media arena right away.

However, just as content is of the utmost importance when it comes to one's blog, the KitKat company will have to be mentored on how to bring that same level of content excellence to their Facebook page. "The biggest secret to being a social media leader is to make a contribution to the network. Remember to practice education-based marketing before you move into sales pitch mode. Establishing a relationship first is critical. Regularly post useful content on your sites to keep them searchable.

Be sure to meaningfully promote your sites in customer communications. 'Check us out on Facebook!' is fine, but if you're going to stand out from the crowd, say something like, 'Go check our Facebook page where you will find a wealth of free information on XYZ topic.' This will separate you from the pack and evoke more loyal Facebook relationships" (Tasner, 2013).

Strategic Advertising

Advertising is key as one of the components of the marketing campaign as smart advertising will help draw in clients. One needs to advertise where they think their clients will look for a place that provides such services as desktop publishing, or where they think their clients will hang out. Mentoring and discussing with the KitKat Company is crucial to make these determinations. For example, if the KitKat Company is trying to attract over the age of 60+ retirees, then advertising in the yellow pages would actually be a wise idea as people from that age group would be bound…[continue]

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