Back to Basics Marketing

There are a number of voices in business advice and consulting that you’ll hear now talking about what small companies need to do to market themselves. You’ll hear them on business related programming on television; you’ll see their articles in magazines and you’ll read their columns in newspapers. If you are a frequent blog reader you’ll see a multitude of opinions across the internet on what’s most important in marketing.

The problem is that in many cases much of all of this advice will be contradictory. What you will read in the newspaper may contradict what you’ll read in a blog. And what you’ll hear in the newspaper or on television will often contradict what you’ll read in one of the entrepreneur magazines. In that way it can be confusing to try to figure out exactly how you should be implementing their advice.

Is there a specific sequence in which marketing should go? Are there certain things that businesses need to have in place before they start considering specific marketing channels? How should you integrate social media, mobile marketing and SEO?

You have probably realized that the main question you must answer is whether or not any or all of these methods are right for you at a given time.

        While most of the advice today focuses on internet promotion, there are preliminary aspects to your marketing that you should have your basis. These fundamentals are necessary in order to make sure that your Internet-based marketing is working as efficiently as possible.

Without them you’ll find that the money that you spend on advertising services, technological tools and service expenses exceed the actual benefit that you get from them. When these methods are misapplied they have to be re-planned 2 to 3 times during the course of a marketing year to see real monetary value.

This cycle of repeating processes will generally not be true of a system based on marketing fundamentals. Although you’ll always have to test, track and tweak your plan, marketing fundamentals don’t change.

It’s tempting to believe that the practice of marketing changes based on new assets to your company.  Neither new staff nor new technologies will change the things that your business must do to attain long term success.  They can only enhance the marketing of businesses that have these functions hard wired into the way they do business.

For example, a company that doesn’t have a system to maximize their profits from repeat buyers won’t be helped by an additional staff person.  In the same vein, a company that isn’t leveraging its relationship with complementary businesses won’t be creating the maximum level of profits to hire additional staff.

When it comes to executing a real plan today some would argue that social media trumps everything while others would argue that search engine marketing is presently the most important factor.  In all actuality neither of these things should be dismissed from a marketing plan. The question is how they fit into a company that want to build systems based on practices that work in all companies over all times.

In our next post, we’ll discuss what these principles are and how they would fit together in your business.