Marketing and Advertising Simplified

Kyra Deprez

Unless you are a marketing guru, you might indeed be using the keywords: marketing and advertising interchangeably.

Indeed, they are correlated, however to put it very basically advertising is a subset of marketing. So in order to have a marketing plan, you must first understand that marketing is not only advertising, but so much more.

Marketing involves every stage of your business

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Market Research

Know your audience. Create a buyer persona. This is the key starting point to any marketing campaign. So if you are interested in advertising on Facebook, you first need to do your research on who on Facebook will be interested in your services that spends time on Facebook. Indeed, it is not an exact science, but using key metrics will help to ensure you are reaching the correct audience.

Key Performance Indicators (KPI’s)

Wikipedia defines a key performance indicator (KPI) is a type of performance measurement. KPIs evaluate the success of an organization or of a particular activity in which it engages.

In other words, you have to set measurable goals:

  • the number of new recurring clients added each month
  • the increase in monthly inbound calls
  • the % of turnover
  • the % of client satisfaction

Within in services industry, a KPI is important to look at in order to determine areas for improvement, and to ensure that your team is on track to achieve your set goals. A few things that are super important in our industry are.

  • Time it takes to answer calls and fulfill quote requests
  • Timeliness of status updates
  • Timeliness to remedy customer sat
  • Timeliness of follow-up calls to new clients
  • Flexibility demonstrated

What is the point of advertising?  Well, I think that we all know the answer to that one:

  • To help you grow your business.
  • To increase brand awareness.
  • To make the phone ring—with the right customers.

Make it simple.  Make it memorable.  Make it inviting to look at.  Make it fun to read. – Leo Burnett

Marketing 101 the Abbreviated Version

Create awareness of your brand and your services. Be everywhere online. Have a really great website that clearly and concisely portrays your business. Create social media profiles that match your website and brand so that people identify and relate to the information presented across all platforms. Get people talking about you, your brand, your business.

Generate leads through your website call to action. Gather e-mail to engage and educate clients. Get referrals from clients, and through client feedback.

Educate clients about your brand, your services, and your business. Follow up to further engage the client.

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Creating and Maintaining a Unique Brand Identity

A brand is more than the look and feel of your website and materials; it’s a statement of who you are and how you add value to your clients.

Once you have defined the brand, then the key, through your logo, colors and materials is to portray this brand as a constant reminder to the client of who you are.

Focus on Niche Marketing

You can’t be all things to all people – so don’t even try. The key is to focus your efforts on a group of individuals that you can relate to well and that you can provide service to better than anyone else.

As you become known as an expert within this group, you should see a large increase in not only referrals, but also unsolicited inquiries from prospective clients.

Social Media

There are more social media sites and venues out there and this number continues to grow. So again don’t try to be everything to everyone. Find your niche and then do it really, really well. If your target market is on Facebook then concentrate on Facebook, maybe twitter is more popular in your area. While it is good to be on several platforms, do not overextend yourself, you will run the risk of losing track and becoming in genuine.

It won’t be long before Social Media Marketing will surpass SEO – Donanza

All in all one of the most important things you can do to make sure that you are on track with your marketing strategies is to ask one simple question: “ How did you hear about us?” In this business, communication is now and will always be the forefront of your success.

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