Not 100% sure what marketing is, or how to do it?

[AllUpHere]

One other thing I've been meaning to do.

Before this current thread was pinned to the top of this forum, I had another similar thread in the same position. The subject matter is similar, and may be of interest to anyone who has read this far on this thread.

It's titled 'Marketing does work, you are doing it wrong' and can be found here.

 

[dwight10]

Hi, it's about attracting the right people to your business so its a win win win! There are some free marketing ideas here. Go to Youtube type in "5 Business Video Production Lessons For Business Marketing"

 

[Jack Anderson]

There's tons of info on the web, and I bet you've been given some good advice in this thread as well. But to me personally, you need to choose a niche in which you would want to operate. And that depends on the type of your business. Starting from scratch, you should find out more about the concepts of ATL and BTL advertisement/marketing. Also, you should define where to put the most effort - to off-line or online activities. If your online activities are prevailing ones then I would personally recommend subscribing to a HubSpot newsletter. They have tons of useful information in their ebooks as well as they keep you updated in their emails.

 

[AllUpHere]

Starting from scratch, you should find out more about the concepts of ATL and BTL advertisement/marketing.

For anyone who's wondering, that's 'above the line' and 'below the line' marketing. The good news is, it's irrelevant for small businesses, and only really applicable to large businesses who have budgets to burn on 'brand awareness'.

 

[Henry Simons]

As some of you will know, I'm a marketing and business development consultant who specialises in speaking to business owners just before they embark on any kind of marketing activity, to make sure they base all of their decisions and activities on a sound strategy. As such, I speak to many hundreds of small business owners every year. If I could pinpoint one topic of conversation that gets clients thinking about marketing in the right way, more than any other topic, it's this.

Marketing is everything you do. There isn't a single thing you do in your business that shouldn't be thought of as marketing (or shouldn't at least be considered from a marketing perspective).

If you are struggling to understand exactly what marketing is or how it should be used, try thinking of it like this. It shouldn't take you long at all to have a much better understanding of what marketing is, and how you should be incorporating in into absolutely everything you do.

Marketing isn't another name for advertising, or a way in which you find clients (although obviously, if done well marketing will provide you with as many clients as you could ever need). Marketing is a process you use to tailor every part of your business to both meet the needs of your target market, and also to maximise your profits. Whilst I'm on the subject, it's also the way in which you choose who your target markets are in the first place, and also how you find out what their needs are.

I hope some of you find the above thought provoking.

Agree with this. There is a lot of value in outsourcing marketing to a full service agency that will begin with a comprehensive ROI driven strategy. So often companies just start posting across social media with no real plan of what they're trying to achieve.

 

[Nabeeda]

Hi,

I am new here and had a really important question:

I am looking to get someone to design A0 (the posters you see glued up in town) and A5 flyers. I would also need these printed. I was wondering whether you all know any good designers and printers at a good rate. As the business has just started I would like to use the cheapest and best rate on the market.

So please let me know.

 

[Gregory Diehl]

The first question I ask prospective entrepreneurs is what you want your brand identity to be. This is so often overlooked until far too late. Your brand is the collective conception others have of you or your business. It is that intangible awareness (the context) through which your audience will interpret and react to specific pitches and attempts to generate new business. The power of a message comes from who is saying it.

 

[bepquangheu]

Great post! I'm sure this will get a lot of people thinking. This quote "it's also the way in which you choose who your target markets are in the first place, and also how you find out what their needs are." is particularly interesting and definitely something we should all consider more.

 

[InternetMarketingPlatinum]

Marketing is simply finding out what your prospects and customers want...and giving it to them!

 

[mm88]

This really did get me thinking.

 

[MD. Afser Uddin]

NickGrogan Idea is not 100% correct .But 60% is correct.

 

[AnnaDanishek]

Understand customer needs and wants > Design customer-driven strategy > Build a marketing programme to deliver value > Create profitable relationships > Capture value from customers to create profits and quality.

 

[Intelicle_]

Nice Post. I think Marketing is all about identifying the right target audience for your product. You can launch a product but presenting that idea to wrong target audience/market will not do any good. Marketing has all the basic tool which gives you that freedom.

it's up to you which tool you select to fulfill your need.

 

[RedApple]

In my own opinion marketing covers a lot of things in terms of promoting a business. It involves selling and advertising.

 

[dfgh010203]

check out

 

[techbat]

Well...It is 7th page now and it seems to be a very very interesting thread as dozen of opinion are here explaining marketing and few of them are really good and note worthy.

Being an IT business service provider company we perform several marketing activities and mostly are on digital platforms yet one thing is very common and important which is "understanding the requirement of your target audience". You have to understand what is your audience, what thay want and what are the channels they use to buy these services. Accordingly you have to design your marketing strategy.

This is one basic yet vital part of your marketing strategy...

 

[John Crowder]

I`ve enjoyed reading this thread.

What is Marketing then? Most people don't want to know what it is, they want to know what it does.

I meet very few marketers who can go into a business, tell them what to do and how much it will cost to generate a level of result.

On the flip side I also meet many businesses that deny they market their business at all, because of referrals, word of mouth etc - when that is marketing.

To me defining what you do that generates sales and trying things to generate more sales is marketing.

Don't spend what you cant afford - time and money - and only spend on action not consultants.

 

[AllUpHere]

Don't spend what you cant afford - time and money - and only spend on action not consultants.

I presume you've had some bad experiences with consultants? If not, that's incredibly short sighted. The consultants job is to make sure that the 'actions' you are spending money on are the right ones, and that they are used in the right way.

If the use of a consultant is costing you money, you're using the wrong consultant.

 

[John Crowder]

I do have a jaded view of marketers.

I have a marketing background, did the CIM stuff as well that was my employed career.

Now, I just see so many small businesses where they have paid to be 80/20'ed, maslowed, segmented, strategized, etc,etc but have nothing tangible to show for it.

All analysis, no actions, no results.

I think as a small business when you have a limited budget - you are better taking a punt on action because all marketing is gambling.

You can speak to other small businesses and research from your desk, using forums like this to focus your efforts and lessen risk.

And whilst I agree with the premise "If the use of a consultant is costing you money, you're using the wrong consultant." , how do you choose the right one.

Even the bad ones can show great track records.

 

[along]

Advertising is the whole thing you do before you print the cost list; design, R&D, packaging etc.

After that it is revenue.

 

[Parcelhub]

Marketing is understanding, communicating and then satisfying a client's needs profitably.

 

[Joel Bissitt]

Great post AllUpHere, really sound advice!

 

[Monquiel]

Branding is everything you do, that what I think.

 

[jefhasmi]

I would suggest looking at a few of the top companies in the world and taking on notes on what attracts you and friends to their brand.

 

[Communication Specialists]

I would say marketing is a combination of the things you do from logo design, website design, marketing efforts such as FB, Linkedin, Twitter (for networking) to adwords and analytics and content which is for your customers and not for search engines. Being clear, concise, fair and objective

Marketing has become confusing over the years as people want their businesses on page 1 but sometimes forget to just aim their content at their customers which in turn would lead to good SERPs

I agree branding is a great place to start

Simone

 

[Mistahclarke]

there is some great advice on this post, thanks all.

 

[Jtabb7]

To me successful marketing is when a business gets itself into a position that it has such a clear understanding of who it's ideal customers are that they are able to build strong relationships with these people and in turn the products sell itself and lead to repeat purchases.

 

[Copper Valley]

Couldn't agree more. Marketing permeates every aspect of the business function. In essence, every employee in a business helps to effectively take a firm's product or service to market.

 

[FreebieBoy34]

As some of you will know, I'm a marketing and business development consultant who specialises in speaking to business owners just before they embark on any kind of marketing activity, to make sure they base all of their decisions and activities on a sound strategy. As such, I speak to many hundreds of small business owners every year. If I could pinpoint one topic of conversation that gets clients thinking about marketing in the right way, more than any other topic, it's this.

Marketing is everything you do. There isn't a single thing you do in your business that shouldn't be thought of as marketing (or shouldn't at least be considered from a marketing perspective).

If you are struggling to understand exactly what marketing is or how it should be used, try thinking of it like this. It shouldn't take you long at all to have a much better understanding of what marketing is, and how you should be incorporating in into absolutely everything you do.

Marketing isn't another name for advertising, or a way in which you find clients (although obviously, if done well marketing will provide you with as many clients as you could ever need). Marketing is a process you use to tailor every part of your business to both meet the needs of your target market, and also to maximise your profits. Whilst I'm on the subject, it's also the way in which you choose who your target markets are in the first place, and also how you find out what their needs are.

I hope some of you find the above thought provoking.

Awesome message you got there! I had to admit I enjoyed reading it and was able to learn something from your message. Thank you!

 

[Ostrich2000]

Hi,
Word of mouth is the oldest form of marketing, probably one of the oldest one at the time of the oldest profession and probably one of the quickest and best way to avoid pain and get results.

Nothing has changed.

It's just that nowadays marketing tactics (e.g PPC, Ads etc., etc.,) are mistaken for Strategies that have always worked (forming strategic partnerships, upselling, crosselling, downselling, bundling etc.).

Traditional marketing is strategic in nature. It always worked, it will always work. Go to Starbucks, Ikea, McDonald's, you will see all of these strategies applied on the outside and tactics (e.g. new blend, new drink) applied to the existing customers.

It seems that nowadays people seem to try applying tactics to prospects and more often than not waste a lot of money.

 

[Lorrina Smith]

Now this time Marketing is a good technique to produce our services. its not just way ....its biggest way to make our business what you want.easily sales our services and convence to client.

 

[Chris No Limits In Life]

Great Shout Ostrich2000

I think that marketing is strategic in nature but people have a tendency to over think it and maybe go down a path that wont bring them what they need, which will lead them to spend money with little or no return.

Speaking of word of mouth I have often found that free/low cost marketing, building relationships, and establishing brand is more effective in both attracting new and developing existing customers.

 

[JandJC]

This is a very interesting discussion, its amazing how many variations there seem to be on the definition of marketing.

I have a question, are you marketing yourself, your product / service or both? And what is the differential in marketing when it comes to your brand?

 

[Banksbroo]

My company is probably a good example of a company which thinks it doesn't do any marketing. I just happen to identify a market, design products which fit those markets, make the product easy to buy, deliver what the customer expects and communicate with customers and enquiries quickly and pleasantly.
I don't use twitter, facebook, PPC, advertise and never send bulk email. My website address is a bit flaky, the company logo is a bit naff, and business has never been better.

 

[FreebieBoy34]

As some of you will know, I'm a marketing and business development consultant who specialises in speaking to business owners just before they embark on any kind of marketing activity, to make sure they base all of their decisions and activities on a sound strategy. As such, I speak to many hundreds of small business owners every year. If I could pinpoint one topic of conversation that gets clients thinking about marketing in the right way, more than any other topic, it's this.

Marketing is everything you do. There isn't a single thing you do in your business that shouldn't be thought of as marketing (or shouldn't at least be considered from a marketing perspective).

If you are struggling to understand exactly what marketing is or how it should be used, try thinking of it like this. It shouldn't take you long at all to have a much better understanding of what marketing is, and how you should be incorporating in into absolutely everything you do.

Marketing isn't another name for advertising, or a way in which you find clients (although obviously, if done well marketing will provide you with as many clients as you could ever need). Marketing is a process you use to tailor every part of your business to both meet the needs of your target market, and also to maximise your profits. Whilst I'm on the subject, it's also the way in which you choose who your target markets are in the first place, and also how you find out what their needs are.

I hope some of you find the above thought provoking.

This post is thought provoking indeed. I appreciate you sharing this. Thank you!

 

[Edd Dutton]

I'm going to disagree on this one.

Branding is everything you do. There isn't a single thing you do in your business that shouldn't be thought of as branding (or shouldn't at least be considered from a branding perspective).

Marketing is what you do when your product/service isn't profitable enough per sale to justify a sales force.

A sales force is what you use when the product/service isn't profitable enough to justify the directors/founders selling the product/service.

At the other end, viral marketing is what you use where your product isn't profitable enough to justify marketing.

A slightly bias opinion here as it's a passion of mine, but, I complete agree with you here.

 

[Modern Retail UK]

I'm going to disagree on this one.

Branding is everything you do. There isn't a single thing you do in your business that shouldn't be thought of as branding (or shouldn't at least be considered from a branding perspective).

Marketing is what you do when your product/service isn't profitable enough per sale to justify a sales force.

A sales force is what you use when the product/service isn't profitable enough to justify the directors/founders selling the product/service.

At the other end, viral marketing is what you use where your product isn't profitable enough to justify marketing.

I 100% agree that branding is so important for your business. Once a brand has been established, that is. To develop your brand: personality, style etc you need to market your business to create an awareness of yourself, your product, what you do. As to begin with you are only a business. The goal is to be brand. Then yes, when that seems achievable you should be focusing your marketing efforts on branding. Although, I don't think you should ever put out of your mind the ultimate goal which is sales.

 

[webgeek]

My company is probably a good example of a company which thinks it doesn't do any marketing. I just happen to identify a market, design products which fit those markets, make the product easy to buy, deliver what the customer expects and communicate with customers and enquiries quickly and pleasantly.
I don't use twitter, facebook, PPC, advertise and never send bulk email. My website address is a bit flaky, the company logo is a bit naff, and business has never been better.

Having the 4 P's right is apparently enough to sustain your business, given the competition.

It's a bit like my wife's Subaru Impreza. Lovely design, great handling, superb machine. They started life doing 0-60mph in about 12 seconds. Over time, it got improvements, more displacement, turbocharger, weight loss, gearing mods, ECU programming and whatnot, bringing it's 0-60 time down to 4.2 seconds, faster than an Aston Martin DB9, Vanquish, Vantage and the rest of those quarter million Pound beauties.

Moral of the story? You can have a lovely Impreza ticking along just fine, and be perfectly happy. Or, you can find ways to improve it and have an awe-inspiring beast.

Apply this to your business, or not.

 

[Woodhouse Marketing]

Marketing is hard to describe, but in a nutshell it is taking the customer or prospect on a journey from point a to where you want them to be.

A lot of companies approach marketing differently but with the same motive in mind.


The way you'll market will differ form the way other firms or companies will market and it isn't a one shoe fits all scenario either.


I'll come back at some point when I can find time and read this thread properly.

That was just 2 pence

 

[aflat9]

Very true! I am a 'marketing manager' for one company and director of another. Everything I do day to day is marketing! I spend most of my time trying for SEO and PR!