Why Marketing Is Important and The 7 ways to improve

One of the worst things an organisation of any size and purpose can do is to underestimate the compulsory nature of Marketing.
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Have a good think about your own business- are you guilty of this?

Marketing is one of an organisation's most essential resources, especially in today's digital and very connected world where people are in constant contact with you. 

What are you showing them? How are you making them feel? What impact does that have?

Here's why marketing is crucial from the start.

What is Marketing?

Marketing is the practise of connecting your business with your ideal customer, where the exchange of value offers solutions to daily pain points. 

In other words, your customer faces challenges in their lives and need solutions. Your business offers them a viable solution in the form of your product or service. 

Therefore, Marketing helps your business in infinite ways to facilitate this exchange, from attracting, to converting, closing and delighting your audience.

It used to be easier to define only ten years ago, however today, Marketing IS your business and your business is Marketing. It's synonymous with everything you do.

Long gone are the days where Marketing was a small department that made pretty pictures. Today, your brand's positioning is everything because your customers see everything.

Therefore, it's best to be consistent and strategic to ensure it's achieving the results you deserve.

Why is Marketing so important?

Marketing is essential for your business' survival because it attracts and retains customers who keep you in business. 

From the beginning, it's absolutely crucial to get your Marketing right, because it really is the backbone of an organisation.

​Think about it-  your Marketing plan determines your:

• organisation's name
• branding
• tone
• imagery
• positioning
• tactics and strategy
• approach
• customer target
• communication method
• product range
• pricing
• service offering
• distribution network, and so on.

These are the core building blocks of your business, especially when it comes to the public facing image you're trying to portray. 

Read the above again- it sounds like Marketing really defines the entire business, doesn't it? That's because it does!

The biggest mistake any business can do is to "just start" without giving even a little bit of thought to Marketing.

You don't want to start designing products without defining what your target market actually wants first; this dates back to very early business principles from the 80ies. We're in the 2010s now and you won't survive!

​Nor do you want to create a selling kit to give to your team without considering the organisation's identity, messaging, tone or branding. Could you imagine how ad-hoc and sporadic your social media accounts will look to your customers without a cohesive message or plan behind it all? You'll end up looking like you're running a teenager's profile, as opposed to a professional business.  

It's essential to map out your overall Marketing Plan from day one so that the organisation is streamlined, effective and efficient when operating, because there is nothing more destined to fail than an uncoordinated business.

The world is too small and your competitors, too many and too smart for you to not take the market place seriously. 

Don't leave your Marketing, Content and Communications strategy up to chance, and more importantly, don't do it by piece-meal, as this will lead to a non-cohesive plan which, in-turn, will confuse your customers and waste your resources; something no business can afford to do.

Marketing is a beast worth taking the proper time and investment to nurture, as you'll reap the benefits very quickly. Conversely, if you neglect or fail to give it the right attention, it can be devastating just as fast.

Trust me, it's not something you want to find out from first-hand experience.

As a Marketing Consultant, something every one of my clients say is: "I wish I had have done more with Marketing earlier on."  The longer you leave it, the harder it becomes to reverse the damage and get fixed!

Don't underestimate the power of Marketing!

​And if you feel that you're out of your depth with the whole thing, it's worth the investment to hire a consultant to map it all out with you. You'll thank yourself and them very quickly.

How to improve your Marketing in 7 ways

Your business lives or dies by your marketing strategies, which means that if you don't evolve, refresh and change, then it can become ineffective. 

Your competitors will find better ways and your customers will become fed up, which means that you have to evaluate your success rate and adapt accordingly.

That's why it's important to improve your Marketing. Here are a few tips to help you.

1. Refresh the basics

From small to large businesses, the basic Marketing fundamentals are always forgotten or neglected. This means that you're pushing forward with an unsteady foundation and you won't get very far this way.

Spend some time reviewing all of your "Ps":

• Product
• Price
• Promotion
• Place
• Positioning
• People
• Processes
• Physical Evidence

Are they united? Are they forming a solid strategy that will ensure your business is a winner? If not, then it's time to review them all and get them in alignment again.

2. Learn from your competitors

While you don't want to get too stuck on your competitors, it's always good to keep an eye on what they're doing well. But even more importantly, what they're not doing well.

Sometimes, they will reveal a profitable niche that you can tap into far better than them. If this is the case, you can then seize the opportunity and Market yourself to capitalise on what your competitors can't (or aren't).

4. Testimonials are powerful

People today don't always trust a business' word which means that the most effective way to earn their trust is by putting them in touch with your previous clients.

This is done through testimonial marketing.

Whether this is in the form of videos, audio or written reviews, potential customers are far more motivated by genuine, positive reviews than anything else. So, make sure you collect these from your delighted customers. 

5. Perfect your website

Your website is where everyone goes to digitally interview you to see if you're a good fit for their needs. 

This means that it needs to be well-written and designed to engage visitors and hopefully turn them from strangers to potential leads.

This starts with quality copywriting for your website.

​To learn more, read my 3 tips to improve your website. 

6. Network, Network, Network!

With all of this digital marketing, businesses are forgetting the power of personal interaction. 

In fact, your customers really love meeting in person as it gives them the opportunity to read your body language and feel more comfortable. So, don't forget to include networking in person at functions and events as an important part of your marketing strategy. 

7. Nurture your current customers

New customers are good, but current customers are even better.

Don't forget your existing customers! (read more here). 

It's far more cost-effective and efficient to delight, nurture and service your current customers who already know and trust you. Plus, in doing so, you will turn them into loyal advocates who will spread more positive word-of-mouth. 

To improve your marketing, focus on making your current clients even happier.

How Can Melotti Media Copywriting Help You?

To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done.

You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!

For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at chris@melottimedia.com.au.

I can sharpen your words to achieve your goals, today!

Christopher Melotti

Melotti Media Copywriting and Marketing Solutions
www.melottimedia.com.au
 
Click here to view the Copywriting FAQ page for all you need to know ​