On these pages, through our audio and video resources you will learn…
The reason is you have been conditioned to believe and practice certain things about marketing and advertising that are completely erroneous – they’re wrong, because they can’t grow your business. Most businesses subsist on the force of the market – meaning there are only a very small number of people who want to buy what you sell – now. If you’re only targeting the “Now Buyers”, you’re missing 90 – 95% of your target market. The sad truth is that most marketers are only targeting the people who want to buy now. Click the video below to hear the full story.
But let’s take a closer look at marketing. Ask 100 people what is the purpose of marketing, and you’ll probably get… 100 different answers. Some people would say that its marketing’s job to get your business name out in the marketplace. Others would say marketing positions your company in the marketplace, some may say it builds brand awareness. Others would say marketing’s job is to generate leads that are then handed over to the sales department. Still others might say it’s to build awareness with the intention of having people remember your name when they go to buy whatever it is you sell. And then there’s always the group that says marketing’s job is “to generate revenue.”
All of these answers are partially right. All of the answers are results of what happens when your investment in marketing and advertising does what it is supposed to do. Understand it is human nature for people to always want to make the best decision possible.
So, let’s define marketing:
According to the American Marketing Association, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. What kind of ‘corporate speak’ is this?
According to BusinessDictionary.com the objectives of marketing are defined as “The group of goals set by a business when promoting its products or services to potential consumers that should be achieved within a given time frame. A company’s marketing objectives for a particular product might include increasing product awareness among targeted consumers, providing information about product features, and reducing consumer resistance to buying the product.”
Here’s how we define the objectives of Effective Marketing at Strategic Marketing Consultants [CCEIA]
Capture the attention of your market with relevant and important hot buttons.
Connect with your prospects on an emotional level by promising to educate them about the important and relevant issues.
Educate prospects on how to make the right purchasing decision by giving them enough information to facilitate their making the best choice possible when buying what you have to sell.
Incentivize your prospects; Lower the risk of taking the next step in the buying process. And last…
- Automate the process through systems so that you can produce consistent results.
Effective marketing when done right, accomplishes the first four objectives and when combined with our process to innovate your company it causes your prospects and customers to conclude: “I’d have to be absolutely CRAZY to do business with anyone else but you, regardless of price.”
Let’s take a closer look at each of these steps… Click Why Virtually All Marketing Stinks and How to Fix it to hear the full story.
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The “New” New Media
What we call “new” media is becoming the industry standard, and so many businesses that long put off investing their advertising dollars here are piling on.
And yet without a clear plan that takes into account your audience, your Identity, and the benefits only you can offer, that content becomes generic.
Much as many small and midsize businesses fail to move beyond empty platitudes that a strategic marketing plan will move away from (things like “we’re the best, customer focused, and industry leaders” which can’t be proven), the same generic content is flooding company blogs, Facebook Pages, YouTube Channels, and Twitter feeds.
If you want to stand out, you need to do something different. You need to be innovative and different in ways that are valuable to your customers and prospects.
More important than any of that, though, you need to do things that speak to your audience, no one else’s.
Download this Special Report on How Companies are Leveraging New Media like Video, Social Media & Mobile to Attract & Engage New Clients