Marketing 101

WORLD renowned management guru Peter Drucker once said the aim of marketing is to know and understand the customer so well, the product or service sells itself. 

Marketing makes customers aware of your services, helps your business to engage with, attract and retain customers, and drives profit and growth. In other words, marketing plays an integral role in transforming your business into a success, so it pays to get the basics down pat.

Create a plan

Creating a marketing plan is one of the most important things you can do for your business, as it helps you identify your target market and how to draw new and existing customers. Mapping this out before designing a website or creating content, will provide a guide on how to reach your target audience.

Create a Digital Presence

Building your online presence starts with a website, which should be seen as your digital storefront. It’s often the first thing people see when they search for your business and also your point of contact. If done well, visitors will naturally convert into customers. Then, consider creating social media pages for your business, like Facebook, LinkedIn and Instagram. These basic steps will help your brand organically grow.

Once you’ve created your website, research how to maintain and grow its organic search health.  Search Engine Optimisation is the best way to do this.

Regular website updates are important because customers want to know you’re providing the market the most current and relevant information. 

Your business’s reputation will slowly build if you offer regular website updates and a solution for your target audience.

Digital marketing and advertising

Also consider paid advertisements through Google or social media. This involves:

• Choosing a headline or message
• Selecting imagery
• Selecting your target audience 
• Creating a ‘call-to-action’ that drives people to a phone number or contact form
• Allocating a budget and timeframe for your ads to run

Importantly, one unsuccessful campaign ad does not mean they will all fail. Good marketing practice involves re-evaluating performance and direction, to improve or target a different audience next time. For more, visit Google Marketing Platform.