Introduction
Businesses are a combination of multiple disciplines that converge to make the machinery work. Within that structure there is a vital component called marketing, a discipline dedicated to three main objectives:
First: to position the company in people’s minds.
Second: to make the product eye-catching and interesting.
Third: to get people who have bought the product to keep buying it.
Marketing 101
When we talk about this, we are referring to the set of activities that are carried out with the three objectives proposed above. But what does the pursuit of these objectives look like in practical terms? To begin with, marketing is an investigative, statistical and psychological science. It is about finding patterns and their possible emotional and cognitive motivations, through the analysis of past behaviors and realities, so that future behaviors can be predicted and/or influenced for the benefit of what is being promoted.
The use is certainly not something new, from the writing and distribution of pamphlets to the sending of spokespersons throughout a region, marketing efforts have been present at every stage of human history.
Marketing in actions
After seeing in fairly summarized terms the concepts, we can move on to a better understanding of the marketing actions that should permeate our companies. Starting with internalizing the importance of marketing. It is common (especially in SMEs), to leave marketing as the last thing to think about, when the truth is that, after operational issues, marketing should be the next thing (there are practical reasons behind this order) to focus on.
Research
We should make the biggest and best of our efforts to acquire large amounts of quality information. Know our future customer, know the competition, know the industry, know the applicable laws, know the taxes; we need to become a data bank. After having all that information, we will be able to make better decisions about the course of action to follow to capture sales, position the company and get people’s attention, not necessarily in that order.
Concepts
Many of us have made the mistake (especially starting out) of thinking that the marketing formula goes something like this:
Marketing= arts + advertising investment + social media.
We basically assume that the tools are the essence, when nothing could be further from the truth. The marketing formula is more handcrafted, personalized and deep. This formula takes into account emotions, takes into account experiences, considers that each human being is different, and therefore, we must take the time to connect individually with each one (even if we do it massively). We all want to feel taken into account and that is precisely the objective.
Conclusion
We all need to get people’s attention and the best way to do that is through this tool. Knowing intimately the people I am trying to sell to and showing them that I am not only interested in their money but that I am willing to make their investment (trust) duly compensated, is a task that every businessman should have on his agenda daily. If this article has motivated you to hire us, please contact us.
