Advertising is a part of your overall marketing strategy.
It is important to understand the difference though, and this article will shed a little light on it.
Marketing is an art.
There is a special science to it.
It takes years to learn and become good at it, and you can ALWAYS get better.
Marketing is defined by the American Marketing Association as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”.
Marketing first and foremost is about creating.
We are CREATIVE beings.
Being creative when it comes to your process is something that will ignite passion within you.
This is because you are creating your process.
The definition of marketing is at its root, the study of exchange relationships. Think about what this means. It means marketing isn’t just about making the sale. It is about building trust in the process. It is about education, and offering real value.
Advertising on the other hand is dressing up like a chicken and dancing around in the front of your Chicken place.
Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual.
A commercial on TV might be a lucrative part of your overall marketing strategy, but it isn’t going to sell your product.
Advertising is going to put you in the position to market your product.
If you own a brick and mortar business, advertising might get someone in the door one time, but you are going to have to market what you have once they are in the door, or they won’t be back.
Advertising is effective.
It is an important part of the overall marketing strategy and the primary way that you can get people pouring into your process.
BUT, it is not the only part of the marketing process.
When you think about defining your process, it is important to see things in an all encompassing way.
You have to look at it as someone traveling along the path, but you also have to look at it from the top down.
Draw out your process in a notebook.
Look at every step of the process in detail and always be brainstorming on how you can make it better.
If you are going to use advertising as a front end to your overall marketing strategy, you need to have a defined process already in place.
A lot of people in the Relationship marketing industry will try to advertise their business before they have a process. They end up sending a ton of traffic to their replicated company site, but get no conversions, because there isn’t a person guiding them along the path.
Part of your overall marketing strategy needs to be that persona.
You can follow up in an automated way, but you need to put that mechanism in place, and you need to be in control of it.
You are generating leads through your advertising efforts, but if those leads don’t have a personalized experience, you are just someone else promoting a business opportunity. What do you have to bring to the table, other than what the company brings to the table?
Having your own process in place solves this problem.
But don’t get ahead of yourself.
Don’t start advertising your opportunity until you have that process.
The process needs to always start with educating people about the advantages of the product. This is marketing. It is exchanging ideas, remember. What you are looking for here is the action of the prospect.
Did they click on the link inside of the email you sent them?
Did they follow the process you have laid in front of them.
For less than $50 a month, you can purchase an email marketing system that will track all of the processes in your funnel and tell you exactly where the breakdown is happening. Where are your prospects getting lost? Every time they take an action to learn more about the business, the deeper into that process you take them. You need to be able to segment your process based on the interests of individuals.
As you can see marketing is definitely an art.
You definitely have a canvas in front of you that you can perfect over time.
This doesn’t mean you have to put everything in place at once.
This is why you always start with thinking about people in your warm market and people you know, or people you can just call and follow up with.
You don’t really have to worry about the marketing process until you start advertising, but you definitely want to advertise.
Advertising in the long run is going to be the explosive force behind future growth. You just need to make sure you are getting the return on investment.
Don’t put off building your business until you get your process in place.
Build your process around building your business.
You do this by talking to people.
You do it by educating yourself and becoming the expert.
You do it by building relationships and seeking to provide real value in all of your conversations.
You are the marketing brochure for your company first and foremost.
Interested in working with me?