My colleague Coach Erin asked her Facebook audience how much time we spend marketing each week. I responded in the form of a question asking her how she defines marketing. In short, she defines marketing as the communication of the value of a product or service for the purpose of selling.
As small business owners, we are our brand. Our greatest marketing tool is ourselves.
Based on that definition, I and another colleague responded that marketing is everything. Marketing is how we present ourselves including how we look, how we speak and how we act. Returning phone calls in a reasonable period of time is good marketing. Wearing jeans and flip flops to a business meeting is bad marketing unless the products you are selling are jeans and flip flops.
What is the message you want to send about your brand?
Marketing is broader than a communication of value. It is how you present your brand and how that brand is perceived in the marketplace. You might have a great product but if your customers don’t like the packaging or you’re not responding to customer inquiries, the brand could be perceived negatively in the marketplace. That is why it is important to do the following – and to redefine these as your business grows and changes:
- Identify your target client
- Define the message to the target client
- Create a marketing strategy to speak to your client in a variety of mediums including website, social media and public relations.
You can’t just create a marketing plan and call it done. It is constant and ongoing. You will always be reviewing how your brand is perceived and developing new ways to reach your audience. When the business is small, you are the marketing and branding for your business.
If you are struggling with your brand message, give us a call at 480-206-6452 to schedule an appointment to learn how we can help you effectively communicate your marketing message to your target audience.