Marketing is a term you probably hear thrown around on a daily basis, but what does it really mean for your business?
Let’s start by defining what marketing isn’t. It isn’t your color scheme, logo or design and it certainly isn’t sales. It’s not a quick solution that involves only one activity. It’s not limited to prospecting and shouldn’t be based on tricks and deception. And you won’t see results from marketing happen overnight.
Marketing is core to your business. It’s how you communicate with your tribe. It’s your message, your brand, your community involvement, and every interaction you and your employees have on behalf of your company — all of these form your company’s story and they are the backbone of your business. Marketing is an ongoing, long-term play that means taking time to build your tribe, educate, and create a genuine connection. It’s also understanding that what you are offering isn’t for everyone.
In many small — and even mid- and large-sized — businesses, sales and marketing are seen as one and the same. Mistake No. 1. Sales and marketing are not interchangeable. The characteristics that define an excellent salesperson often don’t lend themselves to quality marketing. Sales and marketing are two very different disciplines. Marketing is the creative that offers support to the sales team. Marketing ensures your sales department has the right value proposition, materials and vehicles to expand your brand to the right audience. Just as you most likely don’t want your IT employee to also be your janitor, sales people and marketers should each focus on what they do best.
Strong marketing equals one unified and consistent message in your words, your design and your storefront.
As Seth Godin points out in his blog, “Marketing in four steps,” marketing must be regular, consistent and generous. It is years of time and energy organizing, leading and building confidence in the change you seek to make.
To get to the root of marketing, you have to think beyond putting pretty colors on a logo. One of the most common problems I encounter when I first engage with a new client who isn’t seeing the revenue they expect is that their sales people are stretched too thin. Often stuck doing marketing tasks such as creating presentation materials, writing blog posts and figuring out how to advertise — when their true skill and value is hunting for new customers.
Your sales team should be in the marketplace, not designing ads. But if this is where you find yourself, let’s talk. Fuse Associates can be your marketing team. From strategy development to the implementation of tactics, we will help you rewire your marketing efforts from the inside-out.
Hear more of what marketing guru, Seth Godin has to say about what is and isn’t marketing in this podcast.