Marketing ā an introduction
Quick Links: There are literally hundreds of business advice articles within the Yorkshire Powerhouse website forĀ marketing related content ā for some of the main sections please simply click on:
- Writing your marketing plan
- Branding your business
- Selling and selling skills
- Copywriting for marketing resources
- Digital marketing:
- Traditional marketing
Good luck with your sales and marketing!
Marketing and Selling are close bed fellows and should remain as such. The easiest way to understand the different between the two is to consider selling as āpushingā and marketing as āpullingā ā and to run a successful business youāll definitely need a bit of both!
Selling:Ā Selling can be really difficult and requires direct contact with the customer. The goal is often a ānumbers gameā based on pushing the sales message to likely targets with the hope that the sales message will hit home and youāll make a sale.Ā Selling skillsĀ are learnable and generally involveĀ building rapport,Ā questioning the clientĀ andĀ closing the sale.
Marketing:Ā This is a much more complicated and scientific process. It should always start with a thorough understanding of theĀ target / dreamĀ clientĀ ā their needs, challenges, opportunities, etc. Once you understand your customer then you can allow this to define your branding and core message (yourĀ point of differenceĀ orĀ unique selling point) to ensure that this resonates with the target client. Finally, you need to then ensure you understand where and when your target client goes to find a solution to their problem ⦠thereās no point you being all over Twitter if your client isnāt a Twitter user! The end goal is to ensure that your target clients ādiscoverā the perfect message from you at ājust the right timeā and that it āpullsā them to you as a result.
One core element of marketing is the measurement of success ā take a look at our article onĀ marketing metrics. Thereās no point spending time using social media to market your business if it doesnāt produce sales in the end ā you need to ensure that your efforts are being rewarded by sales or youāre simply being a busy fool!
The āchannels of communicationā you use can includeĀ traditionalĀ orĀ digital and the challenge is to know your customer, make great decisions and stay the course with a message that connects.
The Marketing Mix
When you approachĀ your business strategy, you are likely to want to include yourĀ Marketing Mix in with it ā this document looks at various aspects of your marketing and sales strategy and focuses, in part, on the channels of communication you use. They can include:
Traditional options include:
- Advertising
- Newspapers, billboards, trade press, local magazines, etc.
- Printed marketing materials
- Brochures, leaflets, flyers, business stationery
- Direct mail, letters, leaflets, etc
- SignageĀ andĀ exhibition displays
- Networking and word of mouth referrals
- Formal networking groups
- Events and exhibitions
- Family and friends
- PR promotion
- Telephone sales and marketing
Digital / Online techniques include:
Ensure the channels through which you communicate are the ones your customers use, not the ones you prefer yourself. Always seek expert advice to make sure your efforts look professional and trustworthy. Marketing a business well is really hard work and the best approach is to ensure you have a strategic plan thatĀ truly pulls customers to you.
Strategic Marketing thoughts from Yorkshire Powerhouse
Have you any questions?
Here at Yorkshire Powerhouse, weāre happy to help as much as possible ā is there anything else we can do to help you, do you have any further questions or can we help introduce you to an expert ā please let us know:
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