Marketing tends to attract a lot of unnecessary jargon, so it is easy to lose sight of what marketing is and why businesses need to do it.
In the simplest terms, marketing is how you make people aware of your business and communicate the value of your products and services.
It’s also important to understand that marketing is different from sales. While marketing can help increase awareness of your business and create a desire for a purchase, in most cases, you will still need some form of personal interaction to close the sale. The exception is if you are selling online, then your marketing activity can also help convert your visitors into customers.
The best way to market your business will depend on what type of business you have and who your customers are. This might include advertising, social media, direct mail or email marketing. Not every marketing method will be right for your business, so it’s important to identify which methods are most likely to be successful for you.
How marketing can help your business grow
For businesses looking to grow, good marketing is essential. Your marketing activity is what will help you reach more people and hopefully persuade them that your business is credible and worthy of their custom.
Thinking in terms of the typical sales process – marketing is what puts people into the top of the funnel and – when done right – gradually moves people down the funnel towards a purchase. As they become more aware of your business and what you stand for, they become warm prospects who you can actively sell to. Without marketing at the top of the funnel, you or your sales team will be going in cold, with a much lower likelihood of success.
Business owner’s guide to marketing
This is an extract from our business owner’s guide to marketing. Interested in learning more? Download the full guide for free.