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Marketing and Advertising: A go-together Approach (Online Sales)

marketing vs advertising
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Marketing and Advertising are business approaches that go together to ensure success both inactive and virtual markets. Although many businessmen understand how marketing and advertising works, still there are many business owners who are confused about the difference between Marketing and Advertising, that the role of each is interchanged.

Marketing refers to the process of preparing your product for the marketplace while advertising is the process of making your product and service known to the marketplace. Advertising is an announcement promoting products while marketing is the act of selling or purchasing the product. The former is passive (company’s end) while the latter is active (both company and customer ends). Make a product be known to potential customers (advertising) then expect an active transaction between company and customer (marketing). There is a clear cut of roles between the two;

  • Marketing precedes Advertisement.
  • Research defines the possible market and marketing forms advertisement strategies (progressive).

 

Marketing strategy

Marketing is:

  • Understanding your potential customers. Company’s sensitivity to race, belief, gender, etc. is a must. Language and how it is used are to be considered. Offended customers will not be a potential customer.
  • What they want to get from your product or service. Geography is considerably important to analyze how potential customers can use your product. The same product may have different specifications depending on the “marketplace”.
  • Creativity and artistry: Colors, logo and other design elements will help to align the image of your product with the interests of your target audience. In the present, business thinks about their complete image in an exceedingly competitive market. They need to create a dominating presence to counter their rivals’ selling methods. Luring the customers through visuals like colors, the design is one of the foremost effective tools to attract the participation of a target market.

 

Advertisement is:

  • the process of making your product and service known to the marketplace. Advertising your product to the public is one of the most effective ways of projecting market activities in your business.
  • is essentially spreading the word about what your company has to offer. Therefore, it relies upon most of the time to the effectiveness of company’s communication capability and style to the outside world.
  • an announcement or notice promoting the existence of your product. The first impression lasts. Make the best outlook for the product as much as possible. Looks with quality. But before the product image, it must be the company’s image first.

 

Ad Strategy: Think of…   What is the outcome I want from my customer?” …then work backward.

Consider this Ad Strategy (Thinking backward) for Online Selling:

business process flow diagrams funnel independent planning 7 stage

7- Sales Ad appears in a media outlet. Mail, email, Google, newspaper, social media.

6- Online: Customer clicks ad,

5- Takes customer to a landing page where the customer is asked to sign up or subscribe to get a free gift or discount coupon,

4- After getting a coupon, an automatic thank you letter or 1-2 reminders are sent out that sale is ending soon,

3- The customer takes the coupon to store or enters the coupon code on the website to get discount on items purchased. The customer often purchases more.

2- At checkout, the customer is asked if they would like xyz (more product, credit cards, and accessories)

1- Customer buys. If the online customer is distracted and does not pay a reminder is sent out that items are still in their cart and offers customer service. If in-store and customer can’t make up their minds then salesperson tries to assist.

 

What is a marketing strategy?

There are lots of marketing and advertising strategists online that can help you in developing your business. Make sure that you really choose the professional one. I would highly advise checking FOUNDATION CONSULTANTS if you want to talk with the pro-business consultant.

  • Marketing strategy is sorting out who your audience actually is, and then finding out what has meaning for them.
  • What do they care about?
  • How does this relate to your offer?
  • What message can you deliver that is both true and meets your consumer squarely at the level of their needs?

 

Marketing Strategy: Funnels

A funnel or strategy is a flow of how to get customers from the sidelines to actually engagement to sales. Everyone has a different strategy for each component of their business. But all of them it involves several steps from starting to the end.

 

What is a Funnel

Think of a funnel: It’s wide at the top and narrow at the bottom.

At the top are your potential customers to be filtered passes through several steps.

At the bottom are your committed customers after being filtered through a systematic process. 

Sales Funnel

 

  • Potential Customers 

 

  • Relationship Building
  • Customers that buy

 

 

The Marketing Funnel

Potential Customers: to capture this group you need to have and/ or offer a mailing list, a blog, a newsletter, a website and free giveaways to capture interest. Lots of people come in at this point.

Relationship Building: You are engaging with your potential customers; give them good content, interesting topics tailored to them. Asking questions, doing fun games and quizzes and more freebies.

In this step, only a portion of your customers will be engaged and step forward to the next level.

Customer buys: this is where the customer trusts you and makes a decision to purchase what you have to offer. Only a portion of your engaged customers will be at this point.

 

Reasons behind marketing:

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”       Peter F. Drucker

Every innovation in the history of the world combined an uncanny understanding of human needs and the innovative vision to deliver it.

What do consumers buy or give to?

Consumers do not buy what you sell. They buy what has value to them.

Howard Gossage

Donors do not give to what you offer them. They give to what has value to them.

Jenai Morehead

Tips for entrepreneurs who can’t market

Seven online tips for entrepreneurs who can’t market or sell

  1. Produce Content (Blogging about your product)
  2. Call to action
  3. Create a mailing list
  4. Be social (blog)
  5. Help People
  6. Be all about customer retention
  7. Split test your marketing theories

And don’t forget what you are good at.

Credit:

The PowerPoint presentation was originally created by Jenai Morehead, a business teacher, with a long time carrier in business building, development, and coaching; for more info please check her website at FOUNDATION CONSULTANTS


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