The Oxford Dictionary defines marketing as “the action or business of promoting and selling products or services, including market research and advertising.” OK, that’s great and all, but what does that actually mean?
To put it simply, marketing helps businesses sell products. In today’s digital marketplace, companies need to be aggressive. Those who ignore social media, the internet, and online marketing do so at their own peril.
Why do you need it?
89% of consumers research products online before committing to a purchase. Think about it. When did you last buy something online? What did you choose? Did you simply order the first item on your search engine results page, or did you take the short amount of time to read reviews, examine product specs, and look at images?
It’s 2017, businesses can’t hide online, nor should they want to.
Follow these five “dos” and avoid these five “don’ts” and realise the benefits of internet marketing today.
What to do:
Focus your message. When selling a product, don’t confuse consumers. Be direct, be honest, and don’t make it complicated.
Work with, not against human emotion. Consumers are people and people act on their emotions. Make your clients think. Make them feel what it would be like to own your product.
Design matters. The look of your website goes a long way. If you don’t understand graphic design or photography, work with people who do.
Know your audience. Who you’re selling to is just as important as what you’re selling, maybe even more. Know your potential clients. Know what they like, what they don’t, and how much they’re willing to spend. Then and only then can you reasonably expect to be successful.
What to avoid:
Don’t overcomplicate. Words are great, as long as you don’t overdo it. No one wants to read four pages of complex descriptions of your product. Keep it simple.
Don’t be controversial. Marketing isn’t the forum to discuss controversial topics. Don’t get into politics, religion, or any other subjects that might upset your clients. Selling your product is already difficult, don’t make it harder than it has to be.
Don’t boast. Sell yourself and your product, but don’t gloat. Show you’re qualified, but don’t take the focus away from your product. Plus, no one likes the guy who can’t stop talking about how great he is. The same goes for companies.
Don’t promise more than you can deliver. Promise quality, promise experience, but don’t promise the “best” or the “greatest.” Don’t tell clients your product can do more than it’s designed to do.
Watch your budget. Marketing can be expensive, but it doesn’t have to be. Before you seek out professional help, determine how much you want to spend. There are plenty of affordable, quality market professionals out there.
Who to contact:
Marketing is a critical tool for companies large and small. In 2017, don’t overlook the value of online marketing services. Follow the “dos,” avoid the “don’ts,” and when you’re looking for professionals to create marketing content, contact a trusted professional such as Design by Pelling for those residing and operating in the UK. A company like this can be highly beneficial, as they provide digital marketing, branding, and web and graphic design services. For those in the U.S, explore the agencies in your area.
It can be tricky to navigate, but the world of marketing is extremely vast and there are thousands of opportunities waiting to be captured. Follow the dos and do your best to avoid the don’ts.