Strategies for Marketing Success

There’s a subtle difference between marketing and selling.

If you ask enough people to buy something, someone ultimately will – at the right price. That’s selling. But by essentially ‘flogging something off’ you are not setting yourself up for long-term success – you’re not offering any after sales service, continuity of product lines or product knowledge.

Marketing, on the other hand, forces the small business operator to read the market very carefully. It involves a whole range of activities – from producing products that meet people’s needs; to making those products available; to telling potential customers about them.

Marketing is concerned with everything involved in the transfer of goods and services to your customer. It’s about working smarter, not harder, as long as you put the right strategies in place. Your marketing plan will need to include strategies on how your business will:

Answer the customer’s need

You need to be able to analyse customers’ needs on an ongoing basis – what they want and why they would want your product or service. You have to be flexible to head in another direction if you perceive customers’ needs have changed. Being successful is about answering the customer’s needs.

Demonstrate benefits

It’s been said that people never buy the product – they only buy the emotional benefit that comes from it. You need to keep in mind that you are selling the benefits of the product and not the features. It’s really important then to identify what purchasing benefits the customer is looking for.

Promote your competitive advantage

What can you offer that none of your competitors do, even the bigger brands? Think of what will give your business a competitive edge.

Promote your business image

Name and image of your business are very important. It is imperative that when someone thinks of your industry, they think of you first. Market exposure is important; you have to be seen.

Keep focused on the goal

Develop a clear vision of where you want to be in your business and keep focused. Keep learning – about your customers’ needs, your products, your industry. Never give up!
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