Why Marketing Matters
Dreams are launched every day and labeled as “businesses” with no thought for the future nor understanding of the market. Sadly, many start-ups fold within a year as once-eager owners watch profits dwindle, customers fade away and the bank accounts plunge into the red. Many business owners are left wondering “Was it a total waste of time and money?” and “How could all of this have been prevented?” Families face devastation as bankruptcy is filed and are left wondering “What now?”
Unfortunately, many business owners do not fully understand the benefits of successful marketing. Good marketing will raise brand awareness, generate and boost sales and engage consumers. Great marketing involves consumer education. Just because you know the ins and outs of your product doesn’t mean everyone else does, too. Marketing is also the great equalizer as it permeates social media, snail mail, billboards, television, radio, digital music platforms, movie theaters, car magnets and so much more. It is now easier for small businesses to communicate with consumers every bit as much as the big box companies.
Most consumers value the experience above products. Successful marketing creates avenues by which to communicate more of a personalized experience to your valuable customers; creating an opportunity to show them what sets you apart from your competition.
Marketing as Tool for Business Sustainability
While marketing in and of itself is not a solution to a problem, it can successfully act as a business sustainer; a bridge to building lifetime relationships with consumers. It is an ongoing conversation and not a one-time announcement. It is engaging, interactive and compels the consumer audience to maintain a relationship with your brand.
Most business owners focus on one single aspect of marketing: sales. It is true that increased sales are a beneficial component of a great marketing strategy. You can offer the best product on the market, but it will not sustain your business if no one knows about it. Customers need to be informed and they need to be compelled.
Getting new customers is always the number one concern for many businesses, however, they are not the sole aspect of any company. In fact, great marketing via outlets such as social media and email can act as a means by which to not only broaden your reach and connect with new clientele. New customer engagement is equally important as established customer engagement.
Elements of Succesful Marketing
Successful marketing hinges on the entrepreneur’s willingness to take an active role. But let’s be honest you only have so much time. Business owners would be wise not to assume a hands-off approach. Research must be done in order to best equip your marketing agency to adequately perform and that is where your part time marketing manager comes in.
- They learn about basics such as the demand for your product and how to communicate with clients. Looking at how you deliver a great product consistently and help you plan your recourse for dissatisfied customers?
- Communication: how will you communicate? Can you convince clients to stick with you no matter what? How can you continually remind them of your presence/product? How do you convince consumers that your business is better than your competition? What makes your business worth their loyalty? Get experienced professional help to answer these questions.
- They learn your clientele and the market.
Summary:
Ultimately, you are responsible for keeping the engine running. While reputable marketing firms are skilled in working with hundreds of clients who operate hundreds of different businesses. They are selling services and while it should be in their best interest to ensure their part of your marketing strategy is working it doesn’t always work out like that. You need someone you can trust that helps you get the clarity you need to hit your business goals. The success of your business depends on YOU as you financially commit to the success of your business, plan and strategize, manage daily operations, provide customer service, hire employees, cast a vision, and implement the steps to achievement. Hiring one of our part time marketing managers to help you communicate your vision, product(s), and services to public consumers as communicated by you.
Sell More with the “Know, Like, Trust” Principle
One of the unfailing, sustaining truths of commerce is that consumers do business with companies whom they know, like and trust. While the general concept sounds “nice” and makes sense logically, many entrepreneurs lack the appropriate skill sets which allow them to effectively incorporate this concept into a brand.
This is a costly mistake as the “know, like, trust” principle is foundational to a solid marketing plan and is the journey upon which consumers embark in order to get to know you and your brand; a basis on which consumers rate your brand’s personal value to them.
Consumers want to know the commonality between themselves and your brand.
They want a relational experience via relevant background information, compelling graphics and clear, intentional communication regarding your product or service and whom you serve. Every element of your brand should offer clear opportunities for consumers to decide whether you are a good fit for them. Your services and products, the benefits to consumers, client interaction and fee structures should be clearly presented under full recognition that consumers are naturally skeptical. The more upfront and transparent your brand, the more it will appeal to consumers who would otherwise make inaccurate assumptions due to lack of clarity. Share your knowledge and expertise liberally and helpfully; in a way which helps customers succeed. Once they endeavor to know your brand, they will naturally flock to social media to learn more about your product or service.
Get Specific
Your likeability will be established based on the level of appeal you offer, which means you MUST know:
- Your Audience: Demographics, location, income, etc.
- Their Values: What do they stand for? For what or whom are they willing to sacrifice? What motivates them?
- Their Fears: What drives them away? What keeps them awake at night? What are their concerns?
- Their Needs: What are their tangible and intangible needs? What must they have in order to be happy? What must they have above all else?
- Their Lingo: this does not mean you speak cultural slang. “Lingo” refers to phrasing your message in a way that makes our audience feel comfortable and good about themselves.
- Their Personality: Is your audience sentimental? Do they appreciate the humor? Understanding the personality of your target audience is the key to ensuring you present a likable brand. You must draw nigh to them if you expect them to draw nigh to you.
Knowing does not equal liking. Your brand must make consumers feel good in order for them to like you.
Your brand must evoke positive thoughts and energy regarding your products or services and you must be in touch with consumer feelings in order to achieve an optimal design that easily manipulates the way your audience feels about you. All information must collectively solicit feelings of happiness, warmth, and excitement and no one does this better than Starbucks.
One starts to shiver while simply viewing this Starbucks promotional graphic. Feelings of deep warmth begin to creep in, evoked by the cozy scarf wrapped snugly around a piping hot cup of sweet, caffeinated joy. Festive lights bring memories of happy holiday moments with loved ones and consumers begin to feel good about themselves as they quickly run to the nearest Starbucks to seal the deal. The brilliantly designed photo makes consumers feel happy, excited, related to and motivated to purchase; a total manipulation of consumer emotions. Who doesn’t like a brand which consistently makes them feel good about themselves? Consumers connect with authenticity and Starbucks effectively communicates authentic hospitality via warm, personal marketing tactics making consumers feel as though they can handle whatever life throws at them… as long as they have Starbucks.
Sustained responsiveness builds customer brand commitment. Consumers are most attracted to companies which are easy to reach and responsive. This means they take customer questions and concerns seriously while valuing their time. Responding to calls, emails, DM’s, PM’s and word-of-mouth inquiries is one of the surest ways to attract loyal customers. Acknowledgement of social media comments is also a brilliant tactic and entrepreneurs are wise to understand the importance of thorough, timely communication. Each customer should feel as if they are the only and most important customer. Acknowledgement as such will ensure they don’t forget you or your brand.
Trust is paramount to all business relationships and your brand must establish credibility, reliability and capability, reflecting values matching those of your consumers. One of the most effective ways in which to achieve this is to “be there” time and time again when consumers need your expertise and insight in addressing concerns and meeting their needs. Never underestimate the impact of simple brand presence and availability. Consumers will soon become converts who consider you indispensable. Furthermore, your social media platforms must consistently offer proof of brand dependability via testimonials, brand quotes, media highlights and visual examples. Social media sends strong, far reaching signals to consumers that others trust your brand, therefore they should, too. In addition, email contact should be consistent, sequentially nurturing the know-like-trust principle as consumers become acclimated to your brand, primed to do business with you. Once they trust you, they are ready to buy from you, recommending your business to others as they eagerly share your content, purchasing from you again and again.
Summary:
The “know, like, trust” factor is the foundation for transforming customers into converts. Apart from this basic principle, there is no hope of consistent sales, consumer loyalty, new converts or sustaining a brand. Businesses grow and flourish when they are trusted. Converts are all too willing to recommend trusted brands, priding themselves on being “in the know”. The result: far-reaching free advertising more powerful than the strongest marketing campaign paired with profitable, long-term consumer relationships guaranteeing repeat business. It will always be less expensive to sell repeatedly to the same customers than to attract and convert new leads.
