Advertising  Promote Your Business
Advertising
ProMatch
Directory
Cost Report
 

Marketing Goals | The Keys to Growing Your Business






The struggle is real. Competition is more fierce than it ever has been and businesses are being forced to over-compromise. This post explains how good marketing should help you capitalize on your strengths and grow your business with higher margins and better clients.

So what should good marketing really do?

Marketing helps you define your target market. Your target market is not just the clients you have, it is the clients you want to have. Think about the clients you’ve had to fire or wish you could have fired. Was it because of their lack of working capital? A lack of potential? Impossible expectations? Were they using your service for the wrong reasons? Good marketing will help you figure out the characteristics of a good client and the differences in what drives good clients to convert vs. what makes bad clients convert.

Note: By “characteristics,” I mean their habits and where they’re at in the purchase cycle, their interests, the problems they can solve by using your service, etc…

Marketing helps you reach your target market. After you clearly understand who your target market is, you can start to develop a plan on how to reach them. “Reach,” at it’s shallowest level, can simply mean exposure, although that is not the only thing good marketing accomplishes. Good marketing accomplishes reach in the following ways:

In the right place – There are a million different places to promote your business, but it is important to choose the places where your customers will be. Carefully selecting the right marketing platforms will increase effectiveness and efficiency.

At the right time – When will potential customers be there? The more in-depth you can get in defining your target market the easier it is figure out the best time of day/day of the week to reach them. If they’re actively searching for your service, when would they be Googling it? When do they go on social media, when are they in the office to answer their phones? Hint: Don’t call people trying to sell on a Friday afternoon.

In the right context – Context is everything. It is the Perfecting the art of reaching your target market in the right context will save a ton of time and make you a lot more money. Think about the problems you can help them solve. How would they be thinking about it? Do they even know what the problem is? A lot of people can’t clearly define the problem so if you can do that for them then you gain instant credibility. On the other hand, if the problems you help solve are common, it is even more important to promote your business in a way that appeals to their needs and wants. Common problems = competition. Appeals on emotion are the strongest type of appeal, so it needs to be on your marketer’s mind.

Marketing & Brand Equity. Why do your customers choose you? Hopefully it’s not solely based on your prices. When you establish brand equity, people see value in your brand because of quality, not price. Of course, the way to develop brand equity is by providing quality goods or services, but marketing should help you use the quality of work you do to generate more business. It can be as complex as Apple’s marketing for the iPhone, or as simple as raising your bids on a job and showing the right amount of money going to the right places. Either way, marketing should help you use your strengths to generate more revenue.

A Sustainable Competitive Advantage. This is something that gives you an edge over your competition, long-term. Price is not a sustainable competitive advantage. I want you to take a minute and think about what makes you different from the competition. How does that provide value to your customers? Your marketing should effectively communicate this to your target market. When it does, good things happen.

Your brand image is stronger and more consistent because people can understand the value you bring and get what they expect across all of your marketing channels.
Having a strong and consistent brand helps develop brand equity, which means price isn’t as much of a factor.

You attract better customers = higher margins, more referrals, less conflict.

You generate more revenue and grow your business.

So, do your marketing efforts help accomplish these goals?



Be the first to find this article helpful.

About the Author

Alex Callahan, Callahan Marketing Solutions
North Aurora, IL 60542
(630) 779-3824

Contact Author: request info

If you would like to re-print this article, please contact the author.
Need some help with marketing? We can match you to a professional in your area.
Find Marketing Companies

Related Topics

Advertising
Advertising - Internet
Why Should I Market My Business With Video?
Do something unique to rise above your competitors. Tell your story in your own...

Follow @ProMatcher on Twitter
See what's happening with ProMatcher on social media.

8 Minutes to Better Marketing
Everyone has 8 minutes to spare and that's all it takes to improve your marketing.

8 Ways to Make Bad Marketing Decisions
It doesn’t really matter the location or industry, or the size of the company. Poor...

Got Branded?
Video outlining the need to be branded.

Need some help with marketing? We can match you to a professional in your area.

Other Related Topics

The Social Media Launch Formula 3.0 Review Real Training, Real Results
Review of the Advanced Course on Social Media Branding

Getting Started with StoreFollower
This video walks you through the StoreFollower account and social campaign set up process.

A New Twist on Taglines
As more and more professionals discover the value of running their careers as a...

3 Quick and Easy Ways to Build a Profitable Opt-In List
If your opt-in list isn't turning a profit you can rejuvenate your failed venture. Here...

Promote Your Company with Environmentally Friendly Products
The main reason for promotional items is to PROMOTE! Sounds silly so say but if your...

Editorial Disclaimer: The views expressed in articles published on this website are those of the authors alone. They do not represent the views or opinions of this website or its staff. The articles on this site do not constitute a recommendation or endorsement with respect to any views, company, or product. Authors affirm that article submissions are their original content or that they have permission to reproduce.

Free Cost Estimates   |   Advertising Agencies Directory   |   Advertising Cost Report   |   Free Business Listing



Home   |   Articles & Videos   |   Affiliates   |   Networking Groups   |   Search by Category

Terms of Use   |   Privacy   |   About Us   |   Contact Us   |   Member Login

©2003-2018 - VentureStreet, LLC

Join Our Business Network