Want to Deliver good results to your Clients? Here are some Some Marketing Concepts.
Does your client keep asking you the ways it can increase the Market Share of its product/services? Are you often confused about what Marketing Strategy is best for your client?
If Yes, Then this article is for you.
In consultancy business, it is very important to retain customers and at the same time increase the customer base via word of mouth. This can be done by giving world-class service to your customers.
In this article, I am going to brief some marketing concepts such as what is marketing, the difference between digital marketing and traditional marketing, CATT Marketing Funnel, Integrated Digital Marketing, Personal Branding: MassTrust Blueprint.
This article will be useful for Marketing Consultants, Digital Marketing Agencies, Freelancers.
- What is Marketing?
Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.”
Key Points to Understand:
- Marketing starts with understanding customer needs, this leads to creating a product.
- Marketing is also about keeping existing customers happy by communicating with them so they can be retained for life.
- It is important to build trust with the target audience
- Marketing leads to building a strong brand of the product and the company
- Helps in identifying Target Market
2. Difference between Traditional & Digital Marketing
When you refer to the above image you will easily be able to note the difference between Traditional Marketing and Digital Marketing.
So, Digital Marketing is using Digital Channels such as websites, social media platforms as tools for marketing communication. Some examples of Digital Marketing Channels are Social Media (Facebook, Instagram, Twitter), Email Marketing, Content Marketing, Affiliate Marketing, Search Engine Marketing (SEM).
Whereas, Traditional Marketing is using traditional channels/mediums such as Newspapers, Magazines, Television Ads, Radio, Outdoor Advertisements, Telemarketing.
Few Pro and Cons of Traditional and Digital Marketing:
In the above image, the left side represents Traditional Marketing and the right side represents Digital marketing. The billboard advertisement is visible to only those who pass through it or notice it. Whereas any post made by Nike on its social media page will get attention from its 130 million followers.
So is Digital Marketing better than Traditional Marketing?
Not necessarily, Both Digital and Traditional Marketing work can work for you, as long as you know what your audience wants. The key is understanding the Target Audience for the product/service and then selecting the marketing medium. Integration of Digital and Traditional marketing can also be done.
3. CATT Marketing Funnel
There is a framework called CATT Marketing Funnel that can help you analyze the impact of your product or services on Internet users.
CATT Stands for:
C: Content; A: Attention; T: Trust; T: Transaction
Wealth = n ^ CATT
where n = niche
Your niche should be your Passion for which you have Talent and at the same time, there should be a Market for it.
Let me elaborate on the CATT now:
C- Content: Creating content that perfectly describes your product and explains to the target audience the problems your products help in solving. Content can be published on a Blog, Youtube Channel, Social Media, an E-book, or in form of a webinar.
A- Attention: Drive attention to your content by using various methods of marketing such as SEO (Website SEO, Youtube SEO), Paid Ads (Facebook Ads, Google Ads, Quora Ads, Linkedin Ads), Viral Marketing (Upviral, Affiliate Marketing).
T- Trust: This is the very important part. It's very necessary to build trust amongst the serious audience. Ensure that the serious users are hooked to the content. They will be engaged by subscribing to your E-mail list, following you/your brand on Twitter, subscribing to the youtube channel.
T- Transaction: This is basically converting your leads into a successful transaction. Converting a lead to a transaction is consistent persuasion by a commitment to deliver super content and services to the leads.
4. Integrated Digital Marketing:
Integrated Marketing is a strategetic approach of integrating various marketing mediums and using appropriate medium as per target audience defined for the product.
Marketing Mediums forming part of Integrated Marketing:
- Blog
- Website
- Social Media (Instagram, Facebook, Linkedin, Twitter, etc)
- E-mail Marketing
- SEO
- Webinars
- Content Marketing
According to me Mahindra Thar is one example of Integrated Marketing. The company has used both mediums, traditional marketing and digital marketing for Mahindra Thar. Please refer to the below image showing the Digital Marketing done by Mahindra for Thar.
From the above image it can been seen that Mahindra has used various marketing medium and hence covering a large number of target audience. Mahindra has even done traditional marketing for Thar by printing advertisements on newspapers, billboard. We can also say that traditional marketing medium also form a part of integrated marketing.
It can be concluded that different Marketing Medium/Methods should be interlinked and combined to get the most sucessful results.
5. Personal Branding: MassTrust Blueprint
Wikipedia defines Personal branding as “Personal branding is the conscious and intentional effort to create and influence public perception of an individual by positioning them as an authority in their industry, elevating their credibility, and differentiating themselves from the competition, to ultimately advance their career, increase their circle of influence, and have a larger impact.”
So what is the Power of Personal Branding?
Personal branding helps in developing trust amongst people. A personal brand gives rise to many brands from his/her influence. People’s belief in a product/service is changed if a personal brand is attached to the product/service.
How does a personal brand evolve?
Developing a personal brand is a process. It evolves over a period of time. If you take an example of a Consulting Company/Freelancer/ Marketing Consultant, to develop the brand name he/she should:
- Learn:
Learning is a continuos process. It is important to learn a skill by understanding its concepts, facts and procedures. Once learnt its important to practice the same.
2. Work:
Its is important to implement the new found skills by performing and applying them. This can be done as a Freelancer or as a Job. The more you practice the more the skills will be polished and you will get better at it.
3. Blog:
Blogging helps in understanding better about the things you have learnt. It also helps in developing personal brand for one. A blog helps a person to get noticed.
Conclusion:
The above were a few marketing concepts which you can use and suggest your clients to get better results for their products/service.
If the above are appropriately applied, it will help you to increase your customer’s sales as well as develop a brand for the company.
It is very important to understand which marketing strategy should be applied for what type of product and target audience. Always conduct a proper research of the product, target customers, demands, geographical location, best marketing medium, competitors to give good & effective results to your clients.
At the end of the day the client is the king and each and every client expects a good service. Its your professional responsibility as well.
Hope the above article was helpful.
