Marketing Without B***S***
A lot of people interchange marketing to advertising. How do we really understand the term marketing? Marketing is said to be any activity that involves promoting the buying or selling of a product or service. In some cases, there is also what we call affiliate marketing where a third party does the promotion on behalf of a company.
There’s also what we call direct vs. indirect marketing. We say it’s direct marketing when the company makes a direct form of advertising through a variety of media such as email marketing campaigns, SMS blast, online adverts, database marketing, and targeted TV, newspaper, or radio ads while eliminating middlemen which could add up to the marketing efforts and cost. Indirect marketing may refer to the ‘friends first’ or ‘awareness’ approach to growing customer loyalty. It is a way for a business to market its ideas, services, or products without spamming a lead list. Indirect marketing is more subtle as compared to direct marketing. This can be in the form of search engine optimization, news articles or press releases, blog posts, social media pages or influencers, online reviews, and word-of-mouth. Having outlined the differences, direct marketing however is far more measurable than indirect marketing.
Since technology is advancing, more and more businesses are starting to adopt digital marketing or internet marketing than traditional marketing methods. From indirect marketing, it can also transition a lead generation list for direct marketing efforts.
Whether you’re using direct or indirect marketing, the question is how you can make your sales and marketing campaign effective? There may be a lot of marketing courses online, however, consulting a marketing professional or a marketing agency may be more profitable for your business in the long run as they have already gained the expertise and have developed specific methodologies for what we call “niche market”.
Before you make that consultation, it is best to first reflect and narrow down your marketing ideas. The following tips may be helpful to lessen the level of bullshit (exaggerated or redundant marketing efforts) that lead to no result.
Have Concrete Marketing Objectives
You cannot just impulsively subscribe to a marketing program without aligning it to your business pursuits. Sit down and fact checks on the following:
- What is my company’s mission, vision, and objectives?
- Do I have available data to check the market trends?
- Do I need to generate more sales or leads?
- Do I want an increase in new customers or customer retention?
Let all these mentioned points be of guidance to you before accepting a new marketing strategy. Every marketing approach is not one size fits all anyway.
Do as You Say
Marketing efforts sure look cool as it can give a great lift to your sales conversion but you have to live up to your marketing standards, propositions, and selling points. There goes a saying “under-promise, over-deliver” and refrain from doing the opposite. Do not give false hopes. Do not bite more than what you can chew. One satisfied customer is better than having 10 unsatisfied ones. You must deliver the kind of products or services you claim. You cannot say “we are the best” if you dump lousy products and services. Remember, quality comes first in everything. Marketing your business may even be effortless when you have applied the 80/20 rule to your customers and they walk away after every transaction with smiley faces.
Flowery Words Smell Great But Stop
Sure, adding certain words or adjectives can give emphasis to a certain product or service. You can have a tagline composed of these heavily scented words but what counts is how your target market understands the kind of products or services you’re offering. Ever heard of that phrase “What’s in it for me?”. Make that kind of appeal. Stress realistic benefits and features. The simpler the better. Be straightforward and refrain from wasting so much time of your users in decoding your marketing message.
Maximize Available Platforms
There’s a lot of marketing platforms out there. When your sales figure is crashing down, it’s not the end of the world. Maybe, you have yet exhausted potential marketing platforms which increase brand awareness or create a community of potential customers. As I mentioned at the beginning, you explore both indirect and direct marketing approaches.
Tap On The Human Aspect
It’s not all about data. It’s also addressing the human aspect through content marketing. The author Robert Greene also mentioned this in his book The 48 Laws of Power, that one should also work through the hearts and minds of others. Your marketing strategy must be appealing enough to seduce your target market. When you leave a convincing note, there is a call-to-action or a driver to very intentional action.
Just remember these simple points to help you leverage your business foresight.
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