Marketing is an ongoing process
Many small and medium sized businesses see the act of marketing as an end instead of a process. They look for that one “magic bullet” that will propel sales and make their brand a household name overnight. In reality, marketing is the process by which customers are targeted for sales, and brand awareness is increased among the customer base. Those two things do not happen all at once for three reasons.
1. People make decisions on different time frames. Some individuals or groups can make decisions quickly with little research and don’t have the “need to think it over gene.” Others need time to feel comfortable with your business, learn more about who you are as a company, what it is that you do, and compare you to others in the marketplace.
2. One of the most underrated aspects of the buying process is the need for potential customers to ensure that if they do become a customer of your business, you’ll be there when they need to buy again or to support their purchase. If a company has ongoing marketing efforts over time, it helps to show both actual and potential customers that your business is a real market player that will be there over time for their needs.
3. Current clients will want to know that your business is going strong, and learn about new products or services you are providing. By marketing to people who have used your business in the past, you already have built up some trust which can be used to turn current clients into repeat customers.
Combine the search for new customers with the needs of current clients and it becomes clear that marketing needs to be an ongoing process and not just a “one magic bullet” experiment. Ongoing marketing efforts will help to assure people of your business’s longevity, help people get the information they need make decisions on their time frame, and remind your current clients what your business has to offer.
1. People make decisions on different time frames. Some individuals or groups can make decisions quickly with little research and don’t have the “need to think it over gene.” Others need time to feel comfortable with your business, learn more about who you are as a company, what it is that you do, and compare you to others in the marketplace.
2. One of the most underrated aspects of the buying process is the need for potential customers to ensure that if they do become a customer of your business, you’ll be there when they need to buy again or to support their purchase. If a company has ongoing marketing efforts over time, it helps to show both actual and potential customers that your business is a real market player that will be there over time for their needs.
3. Current clients will want to know that your business is going strong, and learn about new products or services you are providing. By marketing to people who have used your business in the past, you already have built up some trust which can be used to turn current clients into repeat customers.
Combine the search for new customers with the needs of current clients and it becomes clear that marketing needs to be an ongoing process and not just a “one magic bullet” experiment. Ongoing marketing efforts will help to assure people of your business’s longevity, help people get the information they need make decisions on their time frame, and remind your current clients what your business has to offer.
Posted by Scott De Baets at 3/29/2010 7:35 PM 
Categories: Marketing Monday
Tags: DebatableOpinions ongoing process marketing
Categories: Marketing Monday
Tags: DebatableOpinions ongoing process marketing
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