The fundamental purpose of marketing is to attract consumers to your brand through messaging. Ideally, messaging will be helpful and educational to your target audience. Consumers will be converted into sales leads by marketers.
The idea of marketing is not a new concept. During the early 1800s, purchasing goods became more straightforward for consumers than making things themselves due to innovation in scientific and technological industries. Mass production created competitors engaging in the same endeavor to serve the needs of a growing consumer market. Therefore, the producers had to find better ways to develop products consumers wanted and a more sophisticated approach to informing them about these commodities.
In the 1960s, marketing management developed to be an essential part of business success. C-suite executives involved marketers in everything from strategic planning to determining the best methods to communicate information about products and services to consumers.
A Marketing Process
Initially, I found Onex without a sales and marketing process. At this time, Onex drove revenue by salesman calling directly on clients. Salespeople had their own accounts/territories. There was no central storage location for client quotations. Additionally, there was no sales forecasting tool or customer resource management system.
Not only did Onex not have a proper sales process, but we also had no real marketing efforts. We did not perform market research and analysis of our clients to understand their needs or interests. Furthermore, we did not communicate with clients outside of sales calls to gauge customers’ awareness of our products or services. And our website looked like a PDF file. At best, we had a few advertisements in industry magazines plus some ball caps and notepads as handouts. Not to mention the expensive tri-fold brochures that everyone throws away.
In 2017, I launched a sales and marketing optimization process. We used a third-party consultant to develop a roadmap and hired an intern to implement the roadmap.
Initially, one excuse I heard, “Our clients are not on social media.” But, what we quickly came to realize is, they are. What about, “We don’t want our competitors to see our work.” Well, why not? Newsflash…they have similar products and services as competitors. Therefore, it is our job to inform the consumer why they should work with Onex.
And, so began our journey to building a sales and marketing process:
- Internet marketing: A website designer created a new mobile-friendly website. Instead of only showcasing products and services, we integrated the people’s stories making the product or performing the service.
- Social media marketing: Onex is on Facebook, LinkedIn, Twitter, and Instagram. We use these networks to create impressions on our target audience over time.
- Video marketing: We create and publish all kinds of videos to showcase our products, services, and the processes we use to complete our work.
- Blog marketing: Our blogs provide either technical or educational information. We use them to increase brand awareness, establishing ourselves as a thought leader in the industry.
- Customer resource management: Hubspot stores all client communications from requests for proposals to ongoing projects. The tool helps us forecast future revenue and stay in touch with clients.
Today, marketing is an advanced blend of strategy and technology. It entails product development, market research, product distribution, sales strategy, public relations, and customer support. Marketing is necessary for all stages of a business’s selling journey. Additionally, it can use numerous platforms, social media channels, and organizational teams to identify the target audience while communicating and building brand loyalty.
How do you use your marketing department to drive revenue?