What You Need To Know When You Are the Marketing Department

By Joyce Wilson – According to research, 47% of small business owners are entirely responsible for marketing their businesses. If you don’t have the budget to hire a professional marketing department, you must learn to effectively market your businessyourself. Net2.com presents some tips below that can help you market your business.

What Are Channels?

A marketing channel is a tool business owners use to create a connection between their business and its customers. Examples of marketing channels include direct selling, network marketing, digital advertisements, search engine optimization marketing, indirect marketing, and email marketing. 

How To Decide Which Channel To Focus on?

When choosing the channels to focus on, consider the reach and frequency of each channel. Reach refers to the size of the audience of the channel. Frequency is a description of how often that channel reaches its audience. The best channels for your business must reach your target audience consistently and often enough to get your message across. 

Read: 4 Tools for Students – How to Learn Digital Marketing at Home for Free

What Does Messaging Mean?

Your marketing message is what you are trying to tell your customers with your marketing communications. For example, many marketing messages boil down to, “You should buy our product.” However, to be effective, the message needs to be detailed. It should not only tell the customer to buy the product but why. Your marketing message must convince the customer that your product has value and that there is a compelling reason to purchase it instead of a product from a competitor.

How Do You Decide Which Messaging To Use Based on Your Customer and the Marketing Channel?

Start by determining what motivates your customer. It isn’t enough to communicate reasons you think customers should buy your product. You must figure out what motivates customers to make a purchase and convince them that your product fulfills that motivation. Your message should be consistent across channels but fine-tuned to appeal to the particular audience that each channel reaches. For example, an ad run in a value-saver print publication might focus more on how your product saves the customer money, while a blog on a site about do-it-yourself projects might focus more on how the product solves a problem.

Read: 10 Best Apps for Digital Marketing

How Do You Know If Your Marketing Is Working?

There are a variety of ways to measure how well a marketing campaign is performing. For your online efforts, you can use analytical tools to assess how long customers are viewing your pages, how much traffic you are getting from organic search, what your clickthrough rates are and how well your blogs and webpages are converting. For offline efforts, you can ask customers how they found out about your business. Measure how many people drove past a billboard or watched a television ad. Track the circulation of print publications. Analyze your sales numbers to determine whether they went up or down or stayed the same in response to a campaign. 

How Can You Simplify the Process?

Software tools can help you simplify your marketing efforts. For example, new product launches can be a complex process; however, you can make this process easier by using a go-to-market strategy template. These templates include components, such as your business plan and marketing strategy, that can help you keep your product launch on track. To help you streamline the entire process, use this to-go market plan template instead of creating one of your own from scratch.

Learning marketing basics is critical for small business owners who are taking a DIY approach to marketing. Even if you can outsource your marketing down the road, knowing the basics will help you make better marketing decisions.


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