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Marketing should be practical
In a world of too much noise, a new approach is required. Instead of relying on more exposure to get the news out, more attention is needed on getting the right words across. Instead of just informing people more often about what makes us special, more granularity of detail is required to distinguish ourselves from others.
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Marketing is the art and science of creating value
Identifying and satisfying a target customer’s needs and wants. The science part is analytical and objective. It studies customer behaviour with techniques like usability labs, eye-tracking studies, and A/B testing. The art part is “softer” and more subjective and is concerned with branding and positioning.
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Marketing is not just a set of tactics
It needs to be at the core of the organization’s decision-making process.
It’s a decision-making discipline that should move across the organization — from product development to sales and support to finance, human resources, training, and more.
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Clickbait headlines don't convert
These tactics have been so successful in the past that marketers have been losing sight of what really drives growth. And in the process, they’ve been making their messages more and more shallow.
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The key to a successful marketing strategy
The value a customer receives from a business’s product or service. The value of your product or service is going to be delivered by each person in your business, whether it be the delivery person, the “I want to thank you for choosing us assistant” or the owner. I also mean that there is no such thing as a bad day because all days especially bad days are an opportunity to serve and build relationships with clients and customers.
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We need to define marketing objectives.
What do we want to achieve for the business with marketing? It is important to set out marketing objectives at the start of a product’s development because those objectives will shape the product, and be affected by it.
They are the foundation upon which all your activities are built. You can’t do anything without them. They establish what you will do, how you will do it, and why.
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What businesses focus on when developing marketing objectives: (Wrong approach)
- How can we reach a wider audience and how much do we want to spend on paid ads so we can capture the market?
- How do we tell prospects and the general public about our products and services? What innovative ways can we come up with to give us a good public image?
- How do we generate leads and create a sales funnel to capture them and convert them to customers?
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I find this the wrong approach to developing a marketing strategy
8 out of 10 companies will go with this approach, no wonder we don’t have many real successes. All we see is noise, noise, and more noise.
This is an excerpt from the 12 pages long book on “Practical Marketing Strategy” written by Edison Ade.
Click here to get your free copy today! Free for 60 days. or go to buzzedison.gumroad.com
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IDEAS CURATED BY
CURATOR'S NOTE
I am giving out a free 12 pages long ebook on "Practical Marketing Strategy". This is just an excerpt from an article I wrote on medium to promote it.
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