How Advertising & Marketing Together Grows Your Business
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This is the first episode of a three part mini-series where I'll focus on the THREE (3) Primary Functions of any Successful Marketing Program. In a nutshell, I call it the "CMB Principle:" Capture, Measure, & Build.
In this episode, I dig into the differences between Advertising & Marketing. They have two distinctly different purposes when growing your business. Using them effectively together to systematically grow your business is the key. It starts with Capturing Marketing Data directly from your prospects. This includes, but is not limited to their contact information, hot-buttons and needs. Gathering this marketing intelligence and analyzing it appropriately, helps train your marketing efforts and campaigns directly at your target market.
Think of it this way...Advertising's sole purpose is to generate leads that helps you grow your Marketing Database.
While Marketing's sole job is to effectively, articulately, & efficiently communicate with these leads about your distinct advantages and why you are unique, different or better than the other options.
When you Capture your market data, you will begin to see where your prospects currently are in their decision making process. This is done by understanding the Educational Spectrum.
This helps you avoid the biggest small business advertising trap which is directing your advertising ONLY towards the "Now Buyers". By not targeting your advertising to all of the prospects on the Educational Spectrum for buying your product or service, you are drastically narrowing your prospect base while simultaneously increasing your direct competition.
The real "pot-of-gold" for growing your business resides in your Future Buyers and the Biggest Asset you can add to your business is growing your marketing database.
This is a visual graph of how prospects, consumers, and buyers make their buying decision. I discuss it in detail in the podcast, but the long & short of it is also illustrated in the FREE DOWNLOAD I've made available upon your request.
This is the first episode of a three part mini-series where I'll focus on the THREE (3) Primary Functions of any Successful Marketing Program. In a nutshell, I call it the "CMB Principle:" Capture, Measure, & Build.
In this episode, I dig into the differences between Advertising & Marketing. They have two distinctly different purposes when growing your business. Using them effectively together to systematically grow your business is the key. It starts with Capturing Marketing Data directly from your prospects. This includes, but is not limited to their contact information, hot-buttons and needs. Gathering this marketing intelligence and analyzing it appropriately, helps train your marketing efforts and campaigns directly at your target market.
Think of it this way...Advertising's sole purpose is to generate leads that helps you grow your Marketing Database.
While Marketing's sole job is to effectively, articulately, & efficiently communicate with these leads about your distinct advantages and why you are unique, different or better than the other options.
When you Capture your market data, you will begin to see where your prospects currently are in their decision making process. This is done by understanding the Educational Spectrum.
This helps you avoid the biggest small business advertising trap which is directing your advertising ONLY towards the "Now Buyers". By not targeting your advertising to all of the prospects on the Educational Spectrum for buying your product or service, you are drastically narrowing your prospect base while simultaneously increasing your direct competition.
The real "pot-of-gold" for growing your business resides in your Future Buyers and the Biggest Asset you can add to your business is growing your marketing database.
This is a visual graph of how prospects, consumers, and buyers make their buying decision. I discuss it in detail in the podcast, but the long & short of it is also illustrated in the FREE DOWNLOAD I've made available upon your request.
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To Request Your Complimentary Copy of the
Educational Spectrum, CLICK HERE.
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Educational Spectrum, CLICK HERE.
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Think of the Educational Spectrum as a horizontal line from left to right, with the letter "A" representing the far left hand side of the spectrum and "Z" being the far right. Prospects jump on the educational spectrum somewhere from A to Z. A is when the prospect first gets the idea that they have a need for what you have to offer. We call these "Future Buyers". Z is when money changes hands and they acquire the goods. We call these "Now Buyers".
Here's a simple illustration of the Educational Spectrum. The key is to determine where your prospects are on this spectrum and help them move comfortably and consistently towards the right of the spectrum where they then become the "Now Buyers".
++++++++++++++++++++++++++++++++++++
To Request Your Complimentary Copy of the
Educational Spectrum, CLICK HERE.
To Request Your Complimentary Copy of the
Educational Spectrum, CLICK HERE.
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Next week, we'll discuss the next function of your successful marketing plan and that is how to easily Measure the data in your marketing database so you can focus your marketing efforts and campaigns accordingly.
Don't forget to add our podcast feed to your iTunes or other Podcast Catcher. Here's the direct URL, copy this into your catcher. If you have any questions about this or need some assistance, please feel free to contact me directly.
Good luck with your marketing efforts,
Marc Gamble
support@mymondemand.com
Principal Consultant
MYM On-Demand Marketing Training - http://www.mymondemand.com/signup
P.S. You can learn step-by-step how to Monopolize Your Marketplace today from our "Business Building eKit". Simply visit: http://www.mymondemand.com/ekit for details.
