Marketing is the basis behind all profitable businesses. It is what generates customers, satisfies customers and keeps customers. It is the building blocks of every customer relationship a business has. Since businesses do not run without customers, having an effective marketing strategy is extremely important to your business. Any strategy that generates profitable growth and retains the current customer base can be said to be effective. Good marketing is the key to successful sales, and production and it is the foundation every business needs to satisfy the company’s vision and core goals.
In order for marketing and sales to be successful in your business, you must first be able to understand what the needs are that satisfy your target audience and prospects. Once you have figured out what satisfies your target market you can drive all business activities in that direction. This is not an easy thing to do and often requires capital and effort. However, with good research and a sound marketing process you can begin to anticipate what satisfies your prospects. When you can anticipate the needs of your target market your marketing will sell your product for you and direct sales is irrelevant. This is called the “Marketing Concept.” The idea that you should drive your business based on the needs of the customers and do a better job than any competition.
Why is this important to understand when you use the Internet as the main media for your business? There are two components to this. First is the fact that you need to research and anticipate what the needs are of your prospects, and second you must do this better than your competition. So in other words you must be able to figure out what it is that people want and how they are searching for it. There are many ways to figure out what people are searching for and believe me there are people out there that are searching for and want your product, service or content. Some of these strategies are free and some of them cost money. The strategies that you can use for this are not the point of the article so they will not be discussed in detail here.The point of this article is to point out the mere fact that you must understand what people are looking for and how they are looking for it. Because its hard to change what you are offering them at its core. Meaning, you can change your service, you can change how you distribute and sell the product, you can change the price of the product but it is much harder to change your core product without major re-branding process. Since this is true you must be able to identify the people who want your product and do it better than the competition meaning market better but also posses a superior offering to them. The second part to this is you must be able to research your competition. Again there are tools for this but most of them are not necessary. Its not a complicated process to figure out what marketing techniques and business processes your competition is using in 90% of the industries out there. Its just a matter of spending the time to look for it.
So to take this a little further, we have found our market and we have researched our competition. Now we need to drive our marketing towards that result. Well this should be easy since we know what the customer is looking for, us hopefully, and we know how they are looking for it. Common sense dictates that we place our marketing efforts in the media the customer is looking and they will find us. On the Internet there are thousands of different outlets for this. With the amount of people that search for something on the Internet today, someone is looking for what you are offering. Once you figure out how to optimize your content and strategically place your material in the various Internet outlets you can begin to duplicate efforts and expand. This is why the Internet has become so powerful in this regard. With less effort, capital and time you can reach your customers. From there I’m afraid to say that some of marketing is trial and error. Somethings work while other things do not. However, once you have figured out the magic process its easy to reach your business aims and replicate your efforts to sustain the profitable growth you are looking for.
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