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marketing: grow your business

What is marketing?

Marketing is not a single activity, but rather a collection of planned and executed activities. Often, marketing and advertising are confused or used interchangeably when they are actually two separate ideas. In a recent article, Marketing Expert Laura Lake distinguished the two this way:  "The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement." This pie also continues to grow as new tools and businesses evolve. 

Types of marketing activities:

  • Advertising
  • Market Research
  • Media Planning
  • Public Relations
  • Product Pricing and Distribution
  • Customer Support
  • Sales 
  • Community Involvement
  • Brand Development
  • Social Media Marketing
  • Inbound Marketing
  • Blogging
  • Email Marketing
  • Search Engine Optimization
  • Analysis 

Business Soil can help you grow your business with any of the marketing activities listed above. To learn more about how we can assist you with your marketing activities or strategy, give us a call. We look forward to it! 

Creating a marketing strategy

Engaging in marketing activities can be good for your business, but doing so with a strategy in place is even better. To best benefit from performing any of the activities listed above, you need a strategy- a marketing strategy. To create a strategy you must first consider what your target market and customers value. The next step is to consider how your business will deliver that value. Once you've got a good handle on value, you can get started communicating that value to your target market and customers. (Hint: the activities listed above are tools you can use to communicate your business's value.)

If you have never considered a marketing strategy for your business, take a minute to think about and answer the following questions:

  • What is your vision?
  • What are your goals?
  • How should you advertise?
  • Who is your audience?
  • How will you be represented in the media?
  • What do you want your PR to look and feel like?
  • Have you defined your pricing for your product or service? Is it consistent and providing value?
  • Have you defined your brand?
  • How will you deliver your product or service to your customer?
  • In what ways will you continue to support your customer?
  • Have you developed your sales strategy?
  • Will you be involved in your community?

More than likely you already know the the answer to many of these questions. For the answers you don't have, we can help. Many of our clients had never developed a marketing strategy, but carefully answering the above questions naturally leads to a marketing plan. 

The goal of marketing is to grow your business by following the outline you create in your marketing strategy. The process by which you grow your business can be complicated and there are a multitude of options. Let's sit down and talk about it.