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Marketing Defined
Marketing is an activity that includes strategies for the purpose of creating awareness of products, services or other initiatives for the ultimate purpose of creating popularity, and or for enabling the sales of those products or services. Primary initiatives will be predicated in part on the following:
- Your Target Market
- Methods of Reaching the Market
- Your Marketing Strategy
- Define Your Marketing Scope
Marketing and the Internet
With the advent of the internet, online business operations has added a new dimension of marketing, making it easier to reach a much larger audience, and automation making it much easier to communicate on a constant basis. Accommodating the internet marketing paradigm requires creating a new set of elements and disciplines. |
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Simple Steps
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Define Target Market |
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Define Your Customer Focus |
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Outline Marketing Activities |
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Consider an Awareness Campaign |
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Web Site Strategy |
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Your Target Market
A minor amount of research will render your target market. The factors that you will need to include are:
- Define your customer's demographics
- Define the optimal customer for you product or services
- Define the customer's problem
- How will you solve their problem
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Customer Focus
With the customer as the focus of its activities, marketing management is one of the major components of business management:
- Create the customer
- Keep the customer
- Satisfy the customer
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Marketing Activities
Marketing activities are numerous and varied because they basically include everything needed to get a product off the drawing board and into the hands of the customer. The broad field of marketing includes activities such as:
- Designing the product so it will be desirable to customers
- Target marketing research and pricing.
- Competitive research and analysis
- Promoting the product so people will know about it by using methods such as
- Public relations
- Advertising
- Marketing communications
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Marketing Campaigns
It is recommended that you consider awareness strategies, or awareness campaigns and plan for them, just as you plan lead generation campaigns. There should at least be a small portion of your marketing that will be allocated to awareness, this should be intentional, not as a result of a less that adequate lead gen program.
Awareness:
There are two reason why you market, to create awareness so that when sales comes calling, the customer is already aware of your brand, hence shortening the sales cycle. And lead generation - that execution of efforts to get prospects
Lead Generation:
Essentially the purpose is to get leads so that sales has someone to sell the product to. The better qualified the potential customer is, the more likely the sale. Qualification meaning their likely hood of being a customer based on their profile. |
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Web Site Strategy
Your web strategy should have some correlation to your marketing plan, except the traditional marketing plan doesn't really dive deep into what online marketing is about.
There is a whole
set of additional considerations that do relate to your overall strategy, but require new skills both in evaluation and execution -
consider and define the following areas of your marketing and minimizing of your efforts:
- Online Presence
- Web Site
- Blog or Forum
- Membership Site/Benefits
- Mobile Devices
- Membership Feature
- Search Engine Optimization/Marketing
- Online Sales
- New Media
- Video
- Program Broad Casts (Pod cast, Webinars)
- Define Search Engine Optimization Strategy (SEO/SEM)
- Online Advertising
- Email Communications Process
- Client Communications
- Online Lead Generation
- Social Networking
- Public Relations
- Client Communications Support
This can be an overwhelming array of efforts, however take each phase one at a time and simplify as it relates to the amount of effort you have to contribute. We can help you simplify your tasks to an effective level... give us a call.
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