Tim Witcherley

How the right marketing can improve your chances of getting financing

by Tim Witcherley on January 09, 2015

Want to improve your attractiveness to lenders and investors? Convince them that you can deliver on your growth objectives? That your business has long-term growth potential?

When it comes to securing financing, you need to convince the investor or lender you’re pitching to you’re committed to growing your business and have a clearly defined strategy. Having the right marketing strategy in place will demonstrate your clear understanding of your customers, offering and route to market. This, in turn, positions you as a sound investment.

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Here are just some of the ways you can demonstrate your growth potential through your marketing:

Want to improve your attractiveness to lenders and investors? Convince them that you can deliver on your growth objectives? That your business has long-term growth potential?

When it comes to securing financing, you need to convince the investor or lender you’re pitching to you’re committed to growing your business and have a clearly defined strategy. Having the right marketing strategy in place will demonstrate your clear understanding of your customers, offering and route to market. This, in turn, positions you as a sound investment.

Here are just some of the ways you can demonstrate your growth potential through your marketing:

You can demonstrate a clear need for your product or service

One of the reasons start-ups fail is that they have a great idea that no one wants to buy. One way in which you can make sure there’s a market for your evolving business is to have a clear idea of your ideal customer, their goals, challenges and buying patterns.

You do this by creating buyer personas. A buyer persona is a fictional representation of your ideal customer. They are based on real data about customer demographics and online behaviour, along with educated speculation about their personal histories, motivations, and concerns.

Being able to put yourself in your customers’ shoes makes for much more effective sales and marketing activity. In fact, research from Interconnected World shows that targeting the right individuals according to their persona increases leads by 124%. This is because you know how to target them with the most compelling information and the right time in the sales process.

You know your proposition and why customers should care about it

A brand is no longer what we tell the customer it is – it is what customers tell each other it is!

Having an effective brand is more important than ever before. With the proliferation of digital channels, prospects have an unprecedented ability to research your business prior to buying – or even making contact. In many cases you have only moments to make an impression, so your brand has to have an immediate, compelling impact.

Having a strong brand platform and visual identity in place enables you to concisely communicate why people should choose you, how you do what you do and what you offer.

Taking the take the time to establish your values and key messages means you’ll be in a much stronger position to be able to articulate in more detail what your business stands for and provide proof points that support your case.

Knowing your purpose as a business, and how you’re going about achieving that purpose with clear selling points, demonstrates that you’ve taken a sustainable approach to achieving long-term growth.

You know which channels will fuel growth

Identifying the best marketing channels for your business shows that you’ve defined a clear route to market and you’re taking a strategic approach to filling your sales pipeline.

Structuring your marketing strategy according to the marketing funnel will enable you to nurture prospects from strangers into purchasers as they make their way along the purchasing process. In practical terms, the funnel, with related tactics, breaks down as follows:

ATTRACT

Tactics include:

  • Content
  • PPC
  • Direct mail

INFORM

Tactics include:

  • Website
  • PR
  • Social media

CONVERT

Tactics include:

  • Collateral
  • Eshots
  • Advertising

Interested in getting practical tips on how to articulate your growth potential through your marketing in your business plan? Read our blog, ‘The Marketing Elements Every Business Should Have to Help Secure Financing.’

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Tim Witcherley

This post was written by Tim Witcherley

As Cognition's Managing Director, Tim sets by example by being an incredibly driven and commercial businessman who has built a very impressive marketing consultancy which has continued to grow year on year. With a very straight and honest approach to business, he ensures he gets the best results for his clients and builds strong partnerships with his suppliers.

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