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08 Aug, 2014 10:06 AM
Companies who haven’t put a lot of thought into their
marketing may find it surprising just how complicated creating an
effective advertising campaign can be. It’s a lot more than
creating a website and then sitting on your hands waiting for
visitors to appear. And yet, Allison Turner, CEO and cofounder of
Business Consultants of South Florida, said this seems to be
exactly what business owners seem to think.
Turner said people often come to her, saying, “I have a
great product or service but I can’t understand why no one is
buying.” So she asks them who their customer demographic is.
Proudly, the puff out their chests and proclaim,
“Everyone!” Taken aback, she then asks “how they
get traffic to their website or how many hits they get on their
website a month.” Often, they’ll reply with a puzzled
or completely bewildered expression. And that’s when Turner
puts down her pen.
You can’t target “everyone”
The first basic rule of marketing is that “everyone”
is not your target clientele. There are going to be certain people
more likely to be interested in your product or service. If you
have a completely online business, then you should assume right off
the bat that your clients have to be somewhat tech savvy. If your
products are household appliances then you should narrow your
target to homeowners with sufficient assets to make big
Marketing requires value and branding
The second rule is people don’t walk into a building
simply because the lights are on and the door is unlocked. They
have to have a reason to walk in the door or visit your website,
and that reason has to be based on something they value. Another
part of marketing is branding. Branding refers to creating a
symbol, a tagline, a business theme, or other motif that people can
associate with your business. Combine value with effective branding
and you’ll finally have something.
Remember the 4 P’s
Marketing 101 teachers there are 4 P’s for marketers to
consider: Product, Price, Place, and Promotion. Obviously, you have
to have a product in order to have a business. And Price seems like
it would be the next most obvious thing. But it’s not. Turner
suggested marketers think about, “What can your target market
pay for your product or service? For example, . . . price structure
for business consulting in the Delray Beach area is much different
than the market in Chicago.”
Place refers to how people access your business, which tends to
come from many more avenues than the front door, these days. Try to
anticipate various ways people might come across your company,
including through word of mouth, online reviews, banner ads, etc.
Some ways you’ll be able to control, others you
Promotion is when you finally get around to the marketing side
of things. Turner said, “This can include everything from
grassroots marketing advertising, publicity, social media, website,
pay per click ads, affiliate marketing, and the list goes
on.” And just like before, it’s best not to hit every
channel right at first because you aren’t targeting
“everyone.” Figure out where people get their news or
information and go from there.
Marketing News brought to you by PayPerCallMarket.com
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