and what is critical for success.
Marketing is not a mystery, it’s a process. If you randomly ask 100 people their definition of marketing, it’s highly likely you’ll get 100 different answers.
There is no one definitive solution where creativity is a requirement of the marketing process. Without creativity, your marketing will never reach its full potential.
Why a marketing process?
Let’s start with the customer. A company promises to provide a product for a person to part ways with their money. Depending on the simplicity (a donut) or the complexity (automobile) of the product, it may require a short or a long creative process.
When a purchase does occur, how good is your customer service? Does it increase customer satisfaction? Yes, the answers you need are quite daunting but it’s all part of the marketing process.
The list of marketing to-do’s can go on and on and for some, that’s a big problem. They just cannot find the time to get it all done. If this is you, marketing will always remain a mystery until you find the right solutions for your marketing process.
How to begin a marketing process.
Here’s a story how Larry shaped his marketing process from day one in a new company he started.
Larry started his new business with a product and service offering similar to the large company he left. His first problem was what type of marketing does he need to reach his potential customers? Larry could try and emulate the marketing programs his ex-employer had in place, but with Larry’s budget, that was out of the question.
After looking back at his previous job, his biggest success was working closely with customers. Larry developed a lot of good business relationships. Larry thought that was a good place to start building his marketing process and get answers. Larry, considered hiring a sales person, but quickly realized he was the best man for the job. In fact, Larry thought if his relationship building skills he’d already honed from his previous employer worked as expected, it should set the foundation for the company’s brand image.
Why was Larry’s selection the best choice for his marketing process?
Larry’s past success in the industry was a major influence on what his company would become for customers and prospects. By injecting what he learned from customers and prospect into the marketing process, the better likelihood his company would attract the attention of his ideal customer.
As Larry moved forward he used stories to differentiate his company from everyone else he competes with. After each encounter with a new business he learned what marketing tactics were valuable for attracting the right customers.
Most company start-ups begin to fail at this juncture because they lack the finances to sustain their company growth. Without a marketing process in place, a company may use what finances established for marketing in the wrong way. That’s like rolling the dice on the craps table but likely more devastating.
A Year Later…
Each customer story gave Larry more information to build his company marketing process. Even the business he did not get was useful in his evaluations, motivating him even more toward success.
The company website was designed to give educational information on product and service usage in exchange for capturing visitors contact information. Collecting data was an important tool in Larry’s marketing process.
Larry’s marketing team used web analytics to collect more information, such as what page was visited, how the visitor entered the website, and this data enabled the marketing people to make assumptions, which led to future relevant marketing content.
As time marched on, the marketing programs were always fined tuned, and based on what they learned from their latest customer data.
Any company, either new or well-seasoned, can apply the same tactics to build a successful company. What you need to do is to change the way you are doing business.
- Get closer to your customers.
- Learn more about the competition.
- Get a better understanding of your industry.
- Hire competent, analytical people for your marketing team.
- Be known for something you do very well.
- Give people a reason why they should buy from you.
Remember one thing: Rome was not built in a day. Give your marketing process plenty of time to succeed. You’ll be rewarded.
Thanks for reading and please share with others – except your competition! It is truly appreciated.
Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.