Sometimes it’s easy to get wrapped up in the details of marketing – why one strategy works better than another, whether to print a brochure or deliver it on line – when the true purpose of marketing is forgotten. The true purpose of marketing is to drive a business forward and act as an engine for growth.
So why would you use marketing at all? Why not be purely sales driven?
1. Sometimes people don’t want to talk to you but they don’t mind reading about you.
2. You cannot always reach the key decision-maker. They might be looking for your services online or in a trade magazine, for example.
3. It’s important to have materials that explain your offerings in support of your sales effort.
4. In a crowded market, it’s necessary to develop branding that sets your company apart.
Marketing can take many forms, from branding reflected in stationery, advertising, signage and even workwear, to direct marketing using email and print, and through to organising a company’s presence at a trade show.
Whilst marketing is changing, the principles remain the same and involve careful planning, budgeting and implementation. Research should show that any activity targets the right audience and that its costs are justified. Implementation should be professional and timely. All activities should be followed up and measured. Simple really.
Marketing needn’t be complicated. Just find yourself an expert who can help you through the basics and watch your company grow.