Marketing is one of the most important activities a business can undertake. Some might say that it isn’t just a crucial part of the business, but we’d say it is your business.
Think about it. You have a great product, but no one knows about it. You have a wonderful website, but no one can find it. How are you going to achieve any sales, make any money, let people know about your business?
Marketing should be at the heart of any commercial endeavour. The term itself broadly covers five key areas – branding, advertising and social media, PR, sales, and promotions – but the overarching reason for marketing is that it fuels both your internal and external business activities.
Not convinced? It boils down to this:
- Marketing helps you identify and develop your customer profile, so you know where to direct your effort and focus.
- Marketing will connect you with your market. It will take time and testing to identify the messaging that resonates with your target customer, but without testing, you won’t be connecting. You can then refine and develop your messaging.
- Done correctly, it will build you a powerful brand which is identifiable within your target market and is easy to remember.
- Marketing will help you build trust with your customer base. Trust is built over time, through consistency of message, reliability and honesty. It can help you with sales and endorsements, increasing your baseline and enabling you to add value.