As entrepreneurs, we hear a lot of talk and read a lot about marketing. We hear things like internet marketing, marketing campaigns, sales and marketing strategies, advertising campaigns and so on. Unless you have a marketing degree, some or all of these might be a bit confusing, or at least you might not be sure what it’s all for.
What we’d like to do in this article is to explain marketing in the shortest, easiest and most complete way possible. And then we’d like to explain why it is so important, marketing that is, to the success of your business. Because it is, you know.
Exactly what is marketing?
Probably the best definition I have ever heard to answer this question is the following: “Marketing is the management of perception.” Of all the definitions and explanations, that one is arguably the best of all.
It might need a little explaining, though. So let’s break it down even further. Marketing is all about the perception that your clients, customers, employees and investors have of you and your business. For example, the landscaping of a fancy hotel is marketing. The friendliness of your staff is marketing. How people feel when they walk into your office is marketing. Of course, the quality of your service and your product is marketing as well, but these prior examples are meant to show you how everything you do can be considered marketing.
As for the other part of the statement, management, that is a bit easier. Management is knowing where you are, where you want to go and how you will get there. So by marrying them back together, management of perception, you now have a guide for marketing. You want to market yourself to get your company from where it is now to where you’d like to be and would like to be perceived.
Now, let’s put a little more clarity on the point and talk about what marketing is not. Marketing is not advertising. Now, that sounds funny, because if you reverse it, advertising is a form of marketing. But what I mean here is that if you only advertise and that’s it, you really aren’t doing much marketing. Marketing encompasses everything you do, from your ads to your signs to your training to your phone staff’s attitudes to your service, your website to how you and your people dress. Remember, perception.
Why is marketing a good idea?
We’ve kind of already answered that above. It’s a good idea because you want those whose opinion matters to think well of you and think you are a person or a company worth spending money with. That’s pretty straight forward, right?
But let’s also add this: Marketing is what fills the piggy bank. This is going to sound funny, but no matter what business you are in, be it lawn care, event planning, vacuum cleaner sales, real estate investing or an MLM, the business you are really in is marketing.
So in reality, you should spend the majority of your time marketing your product or service. This is what is going to make you money. Of course, your product or service should be good, and do all the things you claim it does. But beyond that, you need to be focused on the A.I.D.A. of marketing: attracting attention, building interest, creating desire, and pushing them to take action.
As there are so many ways to market and advertise, and sell for that matter, we won’t go into all of them here. But hopefully this has clarified things for you, or given you some ideas on why marketing is so important. As for how to do it, what to do and where, well, that is a topic or topics, for more articles. But the power is in your hands, so get out there and spread the word, show them that you are the best that you can be and that you are worthy of their time and money.
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