If you put pure capitalism aside for a moment, marketing should be easy. It would be just about showing up and parting with your wares for all those passers-by on a street. But that was when emperor lived in castles, people used gold coins as currency, and almost everyone knew each other by name in a given geographic locale.
We are a far cry from that scenario today. The markets are global and those little streets look anything but quaint. With that global market, you get a global opportunity.
Here’s what you ought to remember before you set out for marketing:
It’s not what you thought it was
No one gets consumer behavior right. Not even if you’ve been in business for a while and thought that you know
Is marketing a business function? Perhaps it’s culture? No matter what you think it is, it’s lifestyle. It’s something you can’t help but grow into. Marketing defines your life.
Think about it: Would facing lots of rejections every single day at work make you stronger? Would that ability to manage clients or customers of all possible kinds give you better insights to help you deal with absolutely anyone?
If you have been thinking about whether your marketing efforts will pay off or not, think about this: if nothing and if it doesn’t kill you, it can make you stronger.
In fact, marketing is a relentless, never-ending act. It’s not to be done when you are low on sales, when your revenue plateaus, or when you have the budget available: you ought to do it all the time.
Plus, lead generation or even actual sales is not the end of the story. You have post-sales marketing, recurring sales, cross-selling, customer support, and a lot more following every sale.
You tell me. When does it end?
No matter what you are selling (hopefully, you have awesome products or services) and no matter which price point you are selling at, you got to be persistent at marketing. Half-attempts, intermittent marketing, interrupted marketing, and casual approaches won’t ever work for marketing your business. Persistent marketing (and doing it right all the way) is the key to branding.
No one gets it right from the start. No company started with branding and good-will bestowed on them.
Eventually, the persistent companies get there. And they get there in style.