1.11A WHAT IS MARKETING?

Marketing is essentially selling to the masses. It is a push tactic that actively promotes a product or service to get sales results and is a key component to the success of your entity.

An incredible product or service can be rendered redundant if nobody knows about it.

Did you know, 8 of the top 10 purchase motivators are emotionally-driven?

What drives your customer to purchase? Is she desperate for sleep, time to herself or a holiday? She might be driven by status, compliments, or ego. Is she longing to fulfil a purpose or make an impact? Is time her most precious commodity? Whatever her desires, you’ll need to unearth them to be able to sell and market to her.

1.11B STRATEGY

Your marketing strategy is how, what, where, when and to whom you plan on delivering your brand messages.

1.11C MARKETING YOUR BRAND

1.11D WRITING A MEDIA RELEASE

There are a few tricks to writing a good press release. Think about it from the journalist’s and the readers’ (your potential customers) perspective.

  • Your press release cannot be about your business or your products – even when it is. Here’s the hard truth: no one cares about your business. They care about the impact or benefit it will have on the general public and themselves. No sales-y language, no calls to action and definitely no empty promises.

  • Make it newsworthy; newsworthy for the audience, that is. If you hired a new IT guy, it might be important to you, but it’s not news. However, if your IT guy is integrating new technology that the industry has never seen, then that’s worth reading. If it’s not ground-breaking, then make sure it’s current, topical, local, heart-warming, tear-jerking, hilarious or opinionated.

  • Include your WHY. Without your WHY, it will be difficult for anyone to connect with your article on an emotional level.

  • Write in third person, as if you were writing about someone else. That way, the journo can essentially copy and paste your article. Yes that’s right, they want you to write it for them.

  • Include quotes or reviews where necessary.

  • Keep it brief!

1.11E OUTSOUCING

If you need help executing your marketing strategy, there are now a number of cost-effective options available to business owners today. From copywriting to logo creation to social media management to EDM development, you can source the people you need at the click of a few buttons. (If you are providing a service or skillset, you may want to list yourself or your brand on these platforms too!)

Above all, you MUST measure your marketing activities. This will help you discover whether a certain angle is not gaining any traction or, on the upside, that another avenue is achieving high conversion rates.

Firstly, set your marketing budget. When you have annual revenue/profit goals, you can calculate the amount of money you could and should be spending on marketing.

Before you can execute any marketing strategy, don’t forget to first include a specific detail that allows you to track each marketing avenue’s individual conversion rates. For example, a billboard would need to include a separate phone number or website, in order to follow its effectiveness. Imagine spending $10,000 on a campaign and having no idea whether it gained any leads?

Once you have assessed all of your data from Facebook Insights to Google Analytics to Billboard Advertising to Workshop Events, all of these marketing efforts need to be collated, recorded and analysed to assess their return.

ROI is a measure of the profit earned from each investment. Similar to the return/profit that you earn on your portfolio or bank account, it’s calculated as a percentage. In simple terms, the ROI formula is:

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  • Marketing unearths and activates buyers.

  • Write down the most suitable strategies for your business, and then a plan of action for execution.

  • Write a marketing calendar for the year, broken down into months. This is a rough guide of the topics you will cover and how they will be executed. Be sure to research upcoming events that are relevant to your business so you may execute campaigns around these. 
  • Write a PR statement. Send it to every relevant publication and follow up with phone calls. 
  • Be honest with yourself and outsource skills as required.

  • Track everything.

  • Five Ways to Market Your Business:

    • Talk to your clients

    • Creatively package your marketing campaigns

    • Get the word out with publicity

    • Leverage your existing relationships

    • Commit to your marketing strategy

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1.11F ANALYTICS