What is marketing?
So, what actually is marketing? In short, marketing is all about building brand awareness and persuading your clients and prospects to the point of sale, whether that be a shop, a service, your website or your salesperson.
Ultimately, it gives customers an affiliation with your brand that gives them reason to pick you over your competitors. A 2018 Status Labs research study indicated that as many as 90% of online searchers have made up their mind about a brand before starting a search, proving that building a strong brand and marketing strategy offers huge scope for many organisations.
Forward-thinking decision makers increasingly consider marketing as an essential component in sustaining business growth and customer retention. Marketing isn’t just about getting new customers, it’s about keeping the customers you already have, maximising their lifetime value.
If you’re not promoting your brand and reminding your customers of your presence, it doesn’t mean that your competitors aren’t. A constantly evolving marketing strategy is required in today’s marketplace to guarantee tomorrow’s success.
A key point to consider is that marketing has no ‘one-size-fits-all’ approach and activities should be completely tailored to each business, its customers and its prospects. What works for one business may not work as well for another; the right mix is out there, it’s all about finding a balance that works.
Marketing has no ‘one-size-fits-all’ approach and should be tailored to each business
Pick the most appropriate channels then review and improve performance across these channels, ensuring messaging is consistent.
A website is a great start, but remember, a super website is one thing, but how are you going to get people to visit and engage with it? Marketing across channels allows for increased brand exposure and consistency of messages. All of this leads to brand recognition so that as time goes by your messages are recognised and begin to be considered by your prospects, thus driving them to engage with your brand.
Get the basics right first. It all starts with a brand identity which will infiltrate all that you do. Align your brand with your customers. Understanding who you want to reach is essential. If your brand identity and communication style do not resonate with your target audience, your messages won’t engage their interest.
Make a plan. What do you want your marketing to actually achieve? Outline what outcomes you are looking for and work back from there with a plan on how to do it. Once you have the brand basics and a plan in place, ensure that what you are directing your customers to, whether that is a place, a brochure or a website, truly emanates your brand and identity.
Now you’ve got this right, it’s time to start using marketing channels to direct your prospects to your brand. Remember, it’s better to master a few channels and do them well, than to take a scattergun approach.
- For further Lancashire business news, advice and analysis subscribe to Lancashire Business View or join the LBV Hub from just £2.50 per month. Click here to subscribe now.