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Categorized | Featured Articles, Marketing

Doctor Says, “Marketing Can Destroy Your Business”

You’re sitting in your cardiologist’s office. She prescribes you medication to keep your heart working properly. If your heart’s health was on the line, you would adhere to your treatment plan exactly as your doctor prescribed it. If you didn’t, you could die!

Now, let’s put your business in the doctor’s chair, specifically in the office of a specialist – a marketing expert. If you’ve never had your business evaluated by a marketing expert, you should do so. That conversation may sound very similar to a conversation with your cardiologist, only this time we’re talking about the heart of your business – your marketing efforts.

marketing prescriptionNow, you may be thinking, “I’ve got my marketing under control,” or, “I don’t have money for marketing.” If your cardiologist had just finished telling you that your heart was at risk, he had just given you a treatment plan, and you said, “You know what Doc, I’ve got this under control,” or, “I just don’t have enough money to take care of my heart right now,” that doctor would either beg you to reconsider or laugh at you in shock. You just wouldn’t say such things about something so important as your heart health!

Explore hiring a marketing expert. A marketing expert should know that businesses that have a successful marketing program understand their audience, have an excellent digital footprint, produce content on a regular basis, and have a way of making sure these things stay up to date. Believe it or not, many business owners retort to solid marketing advice that would surely help their businesses grow with something like, “I can’t afford it right now.” We’re talking about the heart of their companies here! Without marketing, your company will not grow. And when your company is not growing, it’s dying.

Just like a doctor wouldn’t give you a list of prescriptions to choose from, a marketing expert who is helping you grow your business should not throw a bunch of marketing options at you, leaving you to choose your own path to burnout and failure. Instead, a marketing expert should serve you as a treatment plan director, coach, and sometimes implementor. With that being said, do not try what you are about to see in your own business without the close supervision of a marketing expert.

The Prescription Drug Commercial

Below are some tools that a marketing expert will likely discuss with you if you decide to get serious about your business’s heart health. These are specific prescription drugs for your business designed to address specific marketing goals and needs.

Marketing Drug/Tool                                               Marketing Drug/Tool Definition
 

Buyer Persona

 

Semi-fictional representations of your ideal customer based on market research and real data about your existing customers often used by marketing experts to build a custom marketing plan.
 

Email Marketing

 

A digital broadcast tool designed to communicate a marketing message to one or many individuals within the end user’s email inbox for the purposes of lead generation, sales, or branding.
 

Pay-Per-Click Advertising

 

(PPC), also called cost per click advertising, is an Internet advertising model used for lead generation, sales conversions, or branding, in which advertisers pay the publisher (typically a website owner or internet search engine) when the ad is clicked.
 

Live Events

 

Often used by marketing experts to generate an initial audience for and/or awareness of a new product, service, or brand for their clients. Live events are generally used when a marketer is targeting a niche, local market.
 

Traditional Marketing

 

A broad term often used to describe print, television, radio, billboards, etc.
 

Content Marketing

 

A broad term often used to describe online-originating content. Content usually refers to blog posts, videos, white papers, articles, podcasts, and more that are launched online by marketers.
 

Social Media

 

Websites and applications that enable users to create and share content or to participate in social networking.
 

Marketing Automation

 

Refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.
 

SEO

 

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results – often referred to as “natural,” “organic,” or “earned” results.

 

While the list of marketing prescriptions shown here is not comprehensive, it does represent marketing tools that just about anyone can implement, just like anyone can swallow a pill. But there is a big difference between swallowing a random pill and swallowing the perfect prescription to help you. In the same way, a marketing expert should be able to identify which marketing tools and plans will help your business grow, ultimately saving you time and money.

ryan_winter_headshotTo see how a marketing expert can help your business grow, contact Advantage B2B consulting + marketing. 904-222-8140 or email Ryan Winter – ryan@advantageb2b.com.


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