1. Understand the gap in the market, and what your customers’ pain points are.
Elizabeth Dakwa, founder of Genie Intel (digital marketing), Ghana: Digital marketing is still somewhat of a novelty i n Ghana, and so the decision to r un my own digital marketing & web tech agency was both exciting and daunting. We have the ability to understand the terrain while it i s not yet saturated and hone our capabilities and services to ensure that we offer solutions that are both effective and original.
On the other hand, it is daunting because a lot of brands don’t fully understand what digital marketing is, how it can benefit their business and/ or how to implement it successfully. Education is key here.
Communicating to prospects and clients on the whys is just as crucial to closing a deal as the hows. This means that proposals cannot dive straight into the creative and strategic aspects of a plan. They must almost always begin with educative elements that then bring the creative and strategic bits f ull circle. In a more general sense, the lesson here is that with any new business idea that i s unprecedented or has few competitors, it is essential to clearly understand what the gaps i n the market are, what the customers’ pain points are and how your service or product alleviates that pain.