How To Market Your Business
TABLE OF CONTENTS
- How to market your business
- Marketing strategies
- Marketing plan template
- Marketing system
- How to make a website
- Website analysis
- How to create content
- Best marketing campaigns
- Email marketing best practices
- Why list brokers are important
- Email lists
- Mailing lists
- Google ads
- Social media campaign
- How to generate leads
- How to use Salesforce
- Marketing ROI
How to market your business starts with marketing strategies that will give your customers what they want while your business accomplishes its’ strategic objectives.
Recommended reading “HARVARD BUSINESS REVIEW” 10 Must reads on strategic marketing:
The Relevance 360 – Marketing Strategy
Let’s start with the name of the company “Relevance 360” as the first strategy we recommend. The word relevance is prevalent in marketing but it’s not just a buzzword, it’s a primary marketing principle and strategy.
People buy products to solve their problems. People buy for their own reasons, not yours.
If your brand is not relevant then your customers will buy from a company that is.
The first 180° of Relevance 360 is understanding what is important to your customers. The second 180°, is delivering. Brands that understand & deliver are relevant.John R Crowley Jr, Relevance 360
The best brands continuously garner insight about their target market’s wants and needs and then deliver it to them. Doing so allows them to increase profit margins and loyalty.
You’ve got to start with the customer experience and work backwards to the technology…I’ve made this mistake probably more than anybody else in this room…As we have tried to come up with a strategy and a vision for Apple, it started with ‘What incredible benefits can we give to the customer? Where can we take the customer?’…I think that’s the right path to take.Steve Jobs, Apple
The Vision & Mission – Marketing Strategy
Your business has a purpose and direction. Clearly and succinctly state what you do and where you are going and don’t forget it. If you want to pivot from this stated direction in the future, do it thoughtfully and with purpose.
How to write a vision statement:
If you were to solve your customer’s problem perfectly, how would you state that? Think of your customer as an entire target market and paint the picture of solving their problem.
- Feed the World.
- World Peace.
- Amazon – Our vision is to be earth’s most customer centric company. (source Forbes)
How to write a mission statement:
Your mission contributes to accomplishing your vision. More specifically, it is what you do for your customers to solve their problems.
- Amazon’s Mission Statement – To build a place where people can come to find and discover anything they might want to buy online. (source Forbes)
The Marketing System – Marketing Strategy
Planning and implementing a systematic approach to your marketing increases the value of your company while increasing marketing ROI.
The Customer Centric – Marketing Strategy
As we establish our marketing strategies for your business we want to make sure that all your business tactical decisions are focused on your customer. From branding, to product, to how they buy and fulfillment. The better we satisfy our customers the more likely they are to return. An obvious example of this today is Amazon.
The Buying Process – Marketing Strategy
The buying process is the same for every product. From something as simple as a gallon of milk or something that has a longer sales cycle like a new car.
- I have a need or want
- What are my choices
- Compare choices
- Get more info
- Make a decision
The Customer Journey – Marketing Strategy
As your customer develops their need for a product or service, they embark on a journey to solve their problem.
Whether your business is B2C or B2B customers are journeying through the buying process and three trends are emerging:
- Preference for video content
- Get more information via social rather than face to face
The Company Value – Marketing Strategy
The overarching objectives of marketing is to strategically accomplish your businesses’ vision and mission while contributing to increasing the company’s value.
Company value is the sum of all the attributes that contribute positively.
- Solid and diversified customer base
- Realistic growth strategy
- Sales pipe
Business drivers reduce risk and increase the probability of sustainable growth which ultimately increase value. Business drivers should be evaluated and planned for in your marketing strategy and become part of your marketing plan template.
To learn more about how marketing can contribute strategically, you can opt-in to this tutorial on business drivers.