If you want to succeed in business, you have to respect that marketing is part of the success equation, not an optional additive. Respect the sum of business success:
- Operations. Whether you sell a product or service, you have to deliver. Operations is the making, delivering, etc of what you sell.
- Administration. Ah, the unsexy but necessary part of a business. It is critical to collect money honey, pay vendors, employees, insurance, etc.
- Marketing. Connecting, conversing, educating, getting attention, addressing client concerns, sharing news, etc.
It’s funny because I rarely hear a client say “Oh, I just am not feeling inspired to pay my bills.” or “I’m just not good at delivering the ___ I sold.” But you hear excuses about why marketing isn’t happening ALL THE TIME! If you look at your business holistically (meaning all parts are connected) you will be leaps ahead of your competition. Marketing is part of the business equation, not an option. I’ve blogged before about how Marketing Does Not Have An On/Off Switch. There is a misconception that marketing is more of a “nice to have” versus a “need to have”. But that isn’t true! Marketing MUST be a constant in your business if you want to succeed.
Here are some key points to remember when integrating marketing into your business:
Marketing is not advertising
The true meaning of marketing is maximizing exchanges (connections, communications, relationships). Marketing includes building awareness, communicating, connecting, serving and selling. Marketing includes everything from the way you write your emails to how you communicate with customers, to how you manage your personal brand. Marketing is essential in forming bonds with clients (current, past and prospective). Stop thinking of marketing as a chore and start seeing marketing as a healthy way to brand, build and boost business!
Marketing is a constant
You don’t take breaks from breathing do you? Well, don’t cut off the air supply to your business by pausing marketing! Regular updating on your blog, website, social media accounts and newsletter shows that your business is playing to win. Beyond that, marketing principles should be implemented throughout your daily routine such as how you communicate with clients and build your business.
Marketing requires effort
If you have marketing help with an in-house marketing team or use a third-party vendor, you have to collaborate with them! They can’t read your mind so reach out and find out what ways you can boost your marketing efforts. Better communication will lead to solid and healthy marketing that reflects your brand.
Sometimes getting over your marketing fears is as simple as rethinking how you approach marketing. When I ask clients “what do you want to help your target audience understand?” the answers flow. Once the message is clear, then how to get the word out is easy. Sometimes it means going back to the website and making changes, sometimes it means adding pages, sometimes it means buying ads.
Stop treating marketing like a toy. It is a critical tool that you need to succeed!
Here’s to happy, healthy marketing!
Virtual marketing hugs,