Marketing is not always about sales

I believe there is a big misconception when it comes to marketing. The main thing that comes to mind when it comes to marketing is generating sales. However, when we take a deep dive into the types of marketing channels (social media, public relations, advertising, etc) we find that there is much more to it.

Brand awareness

Some strategies involve solely introducing your brand to the world. Taking the time to allow your audience to get to know the brand identity. This is especially important when you are just starting out in business or if you have a start up. How are you different from your competition? Who are you trying to reach? What message are you trying to convey to your audience? And most importantly, what need are you trying to solve? These are questions you want to ask yourself when creating your marketing strategy.

Building trust

Rushing in with a sales pitch is not going to generate sales, in fact, it will do quite the opposite. When it comes to selling, what a lot of people don’t realize is that selling is all about solving a problem. The best way to land a deal is by getting to know the customer, similar to the point above. Marketing is the same way. You are sharing a message that is solving a need for the customer. Think of yourself like you are a doctor. When a patient sees a doctor, what is the one thing they always do? They ask questions. In sales, you want to probe and ask the customer as many questions as you need to in order to understand what they need. Similarly, in marketing, you want to collect as much data as you can to understand what you target audience needs. When you take the time to understand your audience, trust begins to be built.

Moreover, in marketing, you want to convey a message that makes the customer want to come to you. This is why storytelling is so important. You are telling a story about your brand or how your brand affects a potential customer. I know this may be hard to swallow, but marketing takes patience. Nothing wrong with trying to sell your brand, but just now that there has to be strategy around it.

continuing process

As seasons, technology, current events, and time changes, so should your marketing strategy. Your audience preference and needs are going to change. Marketing is not a one and done deal, it is a continuing process. The strategy should be for the brand, product cycle and company as a whole.

Marketing can be an extensive and complicated process. A lot goes into a successful marketing strategy. Ultimately, the main thing to remember about this is how you are solving a need for your audience and how are you conveying to them that they should invest in what you have to offer.