Marketing is a common term. In the business world, it’s a term most people hear or associate with on a daily basis. Most businesspeople would define marketing as simply selling on a broader scale or at least something akin to sales.
So, What is Marketing Anyway?
Do you even know what marketing is? How would you define marketing? Is it an ad? Are business cards and brochures still considered part of marketing? Maybe it’s a press release or a Facebook page.
With so many often-interchangeable words like advertising, sales, branding, and public relations, it can be confusing to pin down “marketing” and define what it actually means. Advertising, branding, and public relations can be elements of marketing but don’t encompass the definition. And “sales”, as it turns out, isn’t actually interchangeable with “marketing”. They are closely related but cover distinct activities all on their own.
“Sales” is sales. It’s getting the customer to exchange money for a product or service, and while marketing can and does help lead to sales opportunities, it is its own definitive term, and one I think we’d agree is a bit more difficult to define.
If we strip it down to its core, “marketing” is simply the thing that sits in between a business and a customer. It’s what bridges the gap between the customer’s needs and a business’s ability to meet that need. It’s helping solve a problem for a customer. It’s the message, the conversation that brings an unknown business and an unknown customer together and allows them to better understand each other and more specifically, define the needs of the customer while still serving the interests of the business.
The businesses and brands that have the most success are the ones who understand their customers and put their customer’s needs ahead of the desire to simply sell to make money. Unlike sales, marketing isn’t about who is the best closer but who has the deepest understanding of the customer’s needs. Marketing doesn’t begin with “We are a great company. We can help you”. Marketing begins with “How are you?” “How can we help?”
People buy from those they like, know, and trust. So, get to know the customer and let them get to know you. In return, you’ll build a mutually beneficial relationship, meeting their needs while also serving the interests of your company.
Understand Your Customer So That They Know, Like, and Trust YOU.
Nurturing customer relationships might be the most important aspect of marketing. It’s not about getting that one-off sale. Retaining their business and that relationship you’ve built is incredibly value. Learn about them. Understand their wants and needs and present them with a solution to meet their wants and needs. Ask questions, listen, take notes, and better understand what products and services you have in your arsenal that best serves this customer. In return, they’ll begin to know, like, and trust you, and you will ultimately earn their business and, if you’re lucky, retain it.
So, remember that while it’s a win to gain a new customer, it is even more important to continue to nurture that relationship to make sure that customer sticks around. Provide exceptional customer service, stay in touch with them, and don’t let the relationship grow cold. Continue to communicate and grow the relationship.
Does Your Business Have an Effective Marketing Strategy?
As a business or a brand, you know who you are and what you do better than anyone. Maybe you haven’t taken the time to write down your message, mission statement and core values, but you have a general understanding of your products and services. The question is, do your customers and prospects know?
It’s common for small businesses to make light of the importance of marketing. I would argue that every business needs some form of marketing to succeed and definitely to grow. I mean, how do you sell something if no one has ever heard of it or knows what it is?
You might have a product or service that is EXACTLY what someone is looking for, or you may have something that someone doesn’t even know they need YET. Getting your message out there allows the customer to come to you so that you can present your solution to them.
If you don’t have a marketing strategy, get one! If you do have a marketing strategy that isn’t working well, revamp it. Developing an effective marketing strategy is no easy feat, but it will pay off dividends in the end.
Identify who you are as a company. Establish your brand. Know your goals. Understand your customers. Get to know your competitors. Provide value to your customers. Execute your marketing through choosing the best channels for your business.
Build a solid marketing strategy, create a game plan, and execute. No matter the size of your operation, marketing is the KEY to prolonged success.
Whether you already have marketing in place in your business, you’re struggling to manage and understand your marketing, or if you have no marketing at all, a turnkey marketing service can help get your message out to the world.
Brea Networks now offers turnkey marketing services to help your business create a stronger message. We aren’t just another marketing vendor. We are an extension of your business,
helping you communicate your mission, products and services. You don’t need a full marketing department or even a marketing person in place within your business. No matter your business size or structure, contact us to learn more about how we can work together to deliver your message to the marketplace.
