Marketing definition:

Marketing is the process of driving interest in your company's product or service through research, analysis, and understanding of your target market.

Nowadays, especially with so many varieties on the scene, marketing as a whole can be a tricky thing to put your finger on. But at its core, it can be broadly described as getting people interested in what you’re selling.

This can mean introducing your brand to your audience, and maintaining good brand awareness. Or it can include taking that final step and ultimately driving a purchase. Either way, marketing plays a vital part in getting your products or services out into the world instead of leaving it up to chance.

So to make sure your marketing strategies are tailored to your own business, here are some important aspects to consider.

The Type Of Marketing:

Knowing what kind of marketing you need depends on what you’re trying to achieve. For example, social media is a great way to engage with prospective customers and to expand your brand’s awareness. You can do this by sharing content like blog posts, or making use of any social media advertising campaigns offered by the platform. Or for generating conversions, pay-per-click might be the right way to go. Make sure you assess all of your options when coming up with your strategy.

The Audience Being Targeted

It’s generally not advisable to strive for the largest audience possible. Instead, by taking the time to profile your ideal customer, you can craft your marketing campaigns to meet their individual needs, and boost your chances of making a lasting connection. Many advertising platforms allow you to target audiences based on a wide array of criteria, including age, interest, occupation and geographical location, to name a few.

Here’s our blog post on the importance of developing a customer persona if you’re interested in learning more.

Where The Audience Reside

Similar to narrowing down your audience, knowing where to capture their interest is crucial. For example, if your product or service is aimed at working professionals, maintaining a presence on sites like LinkedIn could be the right place for you to focus. Or for a younger audience, creating video content for platforms like YouTube or Twitch might work best.

It’s about meeting your audience where they are.

What You Are Trying To Achieve

Really think about what you’re trying to achieve, as this will inform how you shape your strategy above all else. Google’s iteration of the marketing funnel goes by ACID:

  • Awareness
  • Consideration
  • Intent
  • Decision

Essentially, make sure you’re clear on whether you’re just looking to familiarise people with your brand, or if they’re at the right stage to make a purchase. Or anything in between.

Each of your separate marketing approaches, from blog posts to adverts, should follow just one of these purposes so your audience is clear on what you want them to do at that stage.