If you are looking at it at face value, marketing is simply the process of getting a brand or business out there for consumers to see. The goal of marketing is to drive traffic to a business and convert said traffic into customers. As a result, it can really be apart of every single aspect of your business. It includes:
- Any and all marketing research about your target market.
- How your brand is perceived by your target market.
- How you engage with your audience.
- The branding and design of your packaging and product itself.
- Promotions you run to attract customers.
- Measuring the results of your campaigns.
Unfortunately, the actual term itself has a relatively poor reputation. A lot of people assume that marketing is the annoying advertisements you get in the mail. Or even the annoying spam emails you get from companies. While these are examples of marketing, they are examples of poor marketing.
Good marketing, on the other hand, takes a lot of patience and strategic planning. You have to put in a lot of work to not only identify your target customer, but to find out where they are, and how and when you should be reaching them. When it’s done right, you will have people happy to open up a promotional or marketing email or direct mail piece. After all, you will be targeting the right prospective customers and they will be interested in whatever you are offering. Your marketing material should help sway them towards purchasing whatever you are selling.
Why Do You Require Marketing?
Marketing should be at the very core of your business plan. The fact is, you need marketing for all kinds of different reasons including:
1. To Grow Your Business
First and foremost, you need marketing in order to grow your business at all. If you want to be able to drive more sales in your business, you are going to need to find more customers and/or get existing customers to repurchase from your business. Regardless, you need marketing to accomplish both things.
2. Increase Awareness
One of the goals of marketing is to improve brand awareness. How can someone purchase from a company they don’t even know exists? The answer is, they can’t. Therefore, you will need to figure out ways to get your brand out there to get prospects aware of your existence to attract them. Companies like Leapfrog Internet Marketing can help bring your company’s marketing to the internet to further increase your brand awareness.
3. Differentiate From Your Competition
When you are faced with a choice, a customer is going to have to come to a decision. You need to figure out ways to effectively market your value to them. Otherwise, the chances of them choosing your competition are high. To effectively do this, you need to market your differentiating factors. Otherwise, no prospective customers will even be aware of them.
4. To Garner More Trust
In order to build the brand trust needed to dominate the marketplace, you need to be actively getting your brand in front of your target market. It is said that customers won’t trust a brand until they reach around 6 points of contact.
If you haven’t been invested in marketing previously, you may be at a loss for where to begin. Luckily, you are likely already spending time, energy, and money on your marketing. You simply want to start with something small and build from it.
Figure out what kind of marketing you are already doing and assess it from a customer’s perspective. Does it look professional to you? Is it bringing you results? Is your branding consistency? By properly analysing your strategies, you should be able to figure out where you can improve your marketing efforts.