Marketing a product or service can be confusing. I know. I’m a marketing consultant.
I am constantly amazed how many prospective customers I talk to are confused about how they should market their business. While marketing may seem easy, it’s actually complicated.
The confusion starts with the definition of marketing. Various professionals in the industry will insist marketing is that part of your business plan that involves getting your product to the market on a continuous basis. Supply meeting the demand. Others argue it’s selling your product or service. Some say it’s advertising your business.
See where the uncertainty comes in?
Marketing is your brand and all the nuances of developing and building that perception, maintaining it, and living up to the standards it implies. Advertising is part of marketing. Public, shareholder, and media relations are part of marketing. Customer service is part of marketing. You, your employees, and your customers are instrumental in marketing your business. That’s why the most effective method of marketing your business is by word of mouth.
There is confusion spawned by the “marketing professionals” who call on business owners and insist that advertising on the radio station they represent is essential to growing their client base. Their station is “Number one in the market.” The TV station they represent has the top-rated evening news program in the market. Your customers will be unable to find you if you place less than a full-page ad in the telephone directory they represent. These sales representatives are honest. Their radio station may be #1 in the market for the teenage market listening to hard rock. Their TV station may be the only station broadcasting their evening news at 10, 9 central. Their phone directory may require a full-page ad because the only one they print is the small, portable version for your car.
Marketing is everything about your business, from you and your passion for what you’re doing to how your customers feel when they have your product in their hand or after they’ve received the benefits of the service you provided them. Plus the full spectrum of what’s between those ends.
You can change how you reach your customers and get your message through to them. I’d like to show you how you can market your business, effectively, employing word of mouth strategies in advertising and every other aspect of marketing your products and services. I’m happy to share my years of experience demonstrating that you can change the way you advertise your business … and get a return on your investment.
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