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6 Essential Characteristics of Entrepreneurial Marketing

6 Essential Characteristics of Entrepreneurial Marketing

The world is constantly changing. Businesses need to be unique to succeed. The secret to every business idea is effective marketing. Without marketing, it is impossible to attract customers. One of the ways through which you can market your products is entrepreneurial marketing.

Entrepreneurial marketing is not the same as traditional marketing. It follows a bottom-up approach. This means that ideas are developed first before finding a target audience or segment, unlike traditional marketing which focuses on finding a target audience first. 

Once the entrepreneur manages to identify a market, they would test the product through trial and error. Then, they would serve the customers by satisfying their needs.

It would enable the entrepreneur to expand the business by leveraging direct contact with customers and learning about their preferences.

To overcome problems that come along the way, entrepreneurial marketing is necessary. It is best described by considering the following characteristics of entrepreneurial marketing.

Proactive Orientation

One of the characteristics of entrepreneurial marketing is proactive orientation.

Entrepreneurial firms have to continuously search for new ways to gain a competitive advantage. This is where the need to make changes to established methods in production or marketing becomes necessary.

A proactive approach allows firms to constantly evaluate different techniques to determine what works best for them. To succeed as an entrepreneur, it is crucial to test the waters and come up with a unique marketing strategy that allows you to attract customers to your products. 

As you continue to try out new ideas, you will gain a better understanding of your customer base. It will help catapult your business to new heights. The fact is that proactive orientation is all about seeking the new and trying something that no one has ever done before. 


Among other characteristics of entrepreneurial marketing that you need to master is innovativeness. An innovative firm has the ability to ensure a flow of new ideas. By maintaining such a flow, it is possible to come up with new products and services. 

Since the world has become extremely competitive, it is crucial to gain the upper hand by focusing on being innovative. If there is something that you can do differently or in a better way, you will be able to attract customers.

Entrepreneurial marketing depends heavily on innovativeness. People are drawn to innovation. If you can provide them with something new or different, they are likely to take an interest in what you have to offer. You can start by learning how to be more innovative

Focus on Customers

Next, entrepreneurial marketing requires firms to focus on their customers. An entrepreneur has to adopt a creative approach for acquiring, retaining, and developing customers.

When you pay attention to your customers, you equip your firm with the knowledge to meet customer requirements.

The truth is that it is impossible to do marketing right without focusing on your customers. You need to be able to connect with customers to get them hooked. This is only possible when you devote your efforts to learning more about your client base.

As you boost your customer knowledge, you will come up with a marketing strategy that enables you to best target your audience. It is a characteristic that you cannot afford to overlook.

Utilize Opportunity

Speaking of characteristics of entrepreneurial marketing, we should mention that the pursuit of opportunity is essential. You must recognize its importance and devote your efforts towards making the most of it.

In fact, entrepreneurship is generally termed as a process that involves discovery and evaluation to exploit opportunities.

An entrepreneurial opportunity is a situation wherein new goods and services are introduced by analyzing customers’ needs. Only when you understand the market will you be able to find an opportunity that you can utilize. 

By utilizing opportunities that come your way, your chances of succeeding as an entrepreneur are increased. However, you must be continuously on the lookout for new opportunities as you might just identify something amazing that allows you to take your firm to the next level.

Risk Management

Since entrepreneurs are known for taking risks, they need to focus on risk management. Entrepreneurship is all about risk calculation. It requires the identification of risk factors and attempts to mitigate or control those risk factors altogether. 

Entrepreneurial marketing relies on the management of risk. It is integral to its success. Without proper risk management, you are likely to fail. Hence, you need to learn more about risk management. It will help ensure that you are prepared for what is to come. 

By improving your risk management capabilities and implementing a comprehensive business risk management plan, you can expect to limit the risk and take calculated risks for the best outcome. You will find it to be useful as it will boost your probability of success.

Value Creation

Finally, entrepreneurial marketing requires value creation. It is an important part of the mix. With value creation, you get to move past innovation and focus on improving your relationship with customers.

When you provide value, you get to show customers that your product or service is worth the cost.

Value creation is something that every entrepreneur needs to provide. It is a prerequisite for ensuring transactions are made. The characteristic requires entrepreneurs to come up with ways to add value to the lives of their customers.

If you can convince people that your product or service adds value, you will have no trouble getting customers interested in what you have to offer. However, it can be difficult to create value. You need to ensure that your innovativeness bears fruit. 

Whether you want to provide internet marketing services or any other services to your client base, you have to make it count.


Entrepreneurial marketing does not follow a fixed model. Instead, it relies on a more interactive approach. From proactive orientation to creating value, each characteristic is vital for succeeding as an entrepreneur. 

Only when you establish personal and direct contact with customers will you be able to deliver something that they find interesting. Besides, you can leverage the relationship you develop with your target audience to determine what would work best. 

Author Bio

Nouman provides ghostwriting and copywriting services. His educational background in the technical field and business studies helps him in tackling topics ranging from career and business productivity to web development and digital marketing. He occasionally writes articles for Dynamologic Solutions.

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