Do you believe that marketing is all about setting and achieving sales targets? Do you think sales and marketing is the same? Well it definitely is not. Marketing is a vast concept which needs to be discussed and understood thoroughly. This article is going to address all your questions and I am sure by the end of this article you will have a complete knowledge and understanding about marketing.
This article will help and guide Marketers, Entrepreneurs, bloggers, freelancers, and anyone who wants to understand marketing.
Let’s get started!
Many people believe marketing is advertising. No, it’s not. Marketing does not mean advertising, advertising is merely a component of marketing. Then what exactly is marketing? Marketing is the science and art of exploring, creating and delivering value different from your competitor to satisfy the needs of the target market at a profit. In simple terms, It’s about delivering the right message to the right person at the right time. You have to understand the customer and their needs that lead to creating a product that fits. It not only focuses on selling your product, but also to keep an existing customer happy
by communicating with them so that they can remain a customer for life.
Good marketing is all about good communication. Now good communication doesn’t mean having a good vocab or grammar, if you’re able to put your thoughts forward and convey the message effectively, you’re good to go. The purpose is to build a brand and capture a position in the minds of the consumers.
- At a fundamental level, marketing is the process of understanding your customers, and building and maintaining relationships with them.
- Marketing is the key to an organization’s success, regardless of its size.
- There are several types and sub-types of marketing, digital and offline. You should determine and pursue the ones that work best for you. There is a place in marketing for everyone, and everyone can find a niche for themselves in their abilities or qualities. The aim should be to understand and know your customers so well that your product or service fits them and sells itself. Do not make marketing more important than your product, a great product will sell itself.“Strong customer relationships drive sales, sustainability, and growth.” – Tom Cates
“You can’t sell anything if you can’t tell anything.” – Beth Comstock, Vice Chair of General Electric
“Good content isn’t about good storytelling. It’s about telling a true story well.” – Ann Handley
Digital marketing V/S Traditional marketing:
The digital environment has changed our lives and set its own, new rules which in their turn have modified marketing as well. Digital marketing is basically using digital channels such as websites and social media as tools for marketing communication. If you’re well versed with social media you must have seen people promoting their products and services by posting pictures, articles, posts. etc.
Traditional marketing on the other hand involves traditional channels like radio, tv, newspaper, magazines, billboards and printed media. The main difference between digital and traditional marketing is the medium through which an audience encounters a marketing message.
Digital marketing is just as important as traditional, if not even more so as it uses every touch point of your daily use of the internet to reach you. A good market strategy aims at achieving the right balance between digital and traditional marketing.
Fundamentals of marketing:
1. CATT marketing funnel
2. Integrated digital marketing 3. Personal branding
CATT marketing funnel:
CATT funnel is basically based on your niche. Niche means finding the right market requirement and fulfilling
that requirement with your skills and interest. Marketing funnels are used to track down the consumer’s engagement with your product or service. Choosing a proper marketing funnel will help you to generate more sales, customer interaction and building trust within your target market. We need to follow the CATT funnel to have a proper knowledge of the market for generating more wealth. We need to follow the following formula, Wealth= n^ CATT
C= content A= attention T= trust
-Niche is the unique no.1 offering you have for the customer. Your wealth depends on the niche you choose. -Content means creating useful content, blogs, emails, videos, webinars, posts, etc to generate a lead.
-Attention means pulling traffic to your content through social media ads, SEO, etc
-Trust means personalizing your communication with the customers and building their trust.
-Translation means finally converting your leads into customers. Once you’ve got your customer’s attention and trust the product will self itself.
CATT funnel is how your audience will go through the entire journey with you. Marketing starts even before you
make the product. Hence it is necessary to identify the customer and their needs.
After understanding the consumer needs, you will move one step closer to your niche, there is a simple test to check if you have picked the correct niche.
What is a niche test?
The best way to find your niche is to know 3 things: Talent, Skill and Market.
Do you have a talent or a skill? Are you passionate about the skill? Is there a market for the skill that you have?
If the answer to all your questions is yes, then that is the niche you choose.
The picture below will help you understand this in one view.
Integrated digital marketing:
Integrated digital marketing is a framework which tells about what all to execute to achieve our goal. It sounds a little complex but it’s really not. It’s about using the tools and techniques of marketing in a well integrated manner. People generally focus on one or two or hardly three techniques of digital marketing, but if you really want to grow at exceptional levels you gotta use all the techniques in an integrated way. It is the integration of multiple digital marketing strategies to form a cohesive online approach for your business. The following picture shows us the framework of integrated digital marketing.
Personal branding MassTrust blueprint :
Personal brand is how you promote yourself in a particular field. It is a unique combination of skills, expertise, experience and a personality that you want to be known, seen and heard. You use your personal branding to differentiate yourself from other competitors. A brand is not just imagery, font types, logo, and colors. It is increasingly considered to be something its audience defines. What is your personal brand? Or rather: “How do people see you?”
When building a personal brand, you will be staging who you are and what you stand for. In order to do that, you need to establish your identity, its assets, and style, and then build and expand its audience in a consistent manner. Professionally, your personal brand is the image that people see of you. It can be a combination of how they look at you in real life, how the media portrays you, and the impression that people gain from the information about you available online.
‘’Your personal brand is a promise to your clients… a promise of quality, consistency, competency, and reliability.’’ JASON HARTMAN
‘’Your brand is what people say about you when you are not in the room.’’ JEFF BEZOS
“Products are made in the factory, but brands are created in the mind.” — Walter Landor, Founder, Landor
The power of personal branding?
It becomes an influencer and a brand ambassador for the companies that they run.
It allows you to easily distinguish yourself from the other competitors of the same field.
It can give rise to many brands from his/her influence.
It helps to build your credibility in the market and and scale up your entire growth, sales and revenue.
How to build a personal brand, u may ask? Hold your nerves because now we’re about to learn a little about the blueprint of building a personal brand. Let’s talk about the evolution of the personal brand using the MassBluePrint first.
There are altogether six steps in the process of evolution. They’re as follows:
1. Learn: You learn new skills through understanding the concepts, remembering the facts, and practicing the procedures.
2. Work: You have to implement your newly learned skills at work. Go from practise to implementation.
Implementing your skills in the real world will give you a better understanding and will also help you master those skills.
3. Blog: You should always put your work and experience in the form of words; meaning you should write about it all in your blog, because when you write, you tend to understand it better plus you will
also start building your personal brand.
4. Consult: Once you’ve created your blog, have a personal brand of yours through your blog, have learned the fundamentals and have work experience, it’s time to start consulting other people or businesses instead of working for them.
5. Mentor: You can mentor others who want to become like you. Mentoring others will increase your understanding of that topic to a whole new level.
6. Start-up: With the understanding and the knowledge that you’ve developed about the market, the problem and your skills, it’s time to start up your own product or service business.
Even when you are running a startup, you can still learn and follow this cycle to build another brand. The evolution of personal branding is an ongoing process. It never ends. Learning never ends. This is the beauty of this Blueprint.
Marketing plays a very significant role in our businesses and in our lives as we always are promoting and upgrading ourselves for our own betterment. It is not all
about selling but it’s about fulfilling the needs of the customers and also maintaining healthy relationships with them.
Learn new skills – work with your skills – implement them – understand the concepts – practice the procedures – remember the facts – blog – mentor/consult – find a job, freelance, work on your own projects – make your own start up – keep learning.
If you’ve reached till here, trust me you are really capable of taking actions and doing what you truly desire to do. And you can do it!
Thank you for sticking with me till the end, I really appreciate your efforts.