The Core Components of Marketing
Efficient business is all about outsourcing what isn’t your specialty. For many businesses, the tasks they usually want to get rid of are usually related to marketing (unless your business is marketing). It’s frustrating sinking so much time into figuring out how to draw people to your business, especially when that time could be much better spent doing the work you’re great at.
As an integrated marketing agency, we’re used to taking on those tasks that people just can’t do (or can’t bring themselves to do).
So without further ado, we’d like to present a short list of the core components of marketing, also known as:
10 Things You Hate About Marketing
(But We Love)
(Psss – don’t have time to read through all 10 right now? Download our Essential Marketing Checklist here for a comprehensive list of essential marketing strategies.)
If you have a business, you need a website. Or some kind of digital presence to build trust and credibility. So many things are done digitally these days, from shopping to booking appointments and more. Even if you work in a service industry, people need to be able to look you up and minimum get an idea of who you are and how to contact you.
If your website is the home of your business, your branding is its personality. Having a well developed brand identity and being consistent with it is crucial for building trust and rapport with your future clients, as well as differentiating yourself from the crowd.
3. Content Marketing
Content marketing is the process of putting out useful, informative, engaging content designed to help your target audience become familiar with your brand. Content marketing gives you a chance to let your personality shine and demonstrate your skills and expertise in a low pressure manner. The idea is to gradually create a buying environment for your prospects so that when they’re ready to buy (or almost ready to buy), they’ll come to you. It’s like dating for a while rather than getting down on one knee on the first date.
The bane of literally everybody’s existence, except those few who are experts. SEO, short for Search Engine Optimisation, is the process of creating content that has the best possible chance of being found via a search engine. It’s a shapeshifting beast, with rules that change almost every time Google releases an update, but the long term benefits are substantial.
SEM is often seen coupled with SEO, but they’re more like cousins than siblings. SEM stands for Search Engine Marketing, and it’s all about creating and running ad campaigns in search engines. You know when you search for something in Google and the first few results are paid ads? That’s what SEM does. SEO and SEM are often offered together because between them they can generate a good timeline of traffic for your site. SEO costs less but takes longer. SEM costs money but works more quickly. Quid pro quo.
Wow. Another 3-letter acronym that starts with the letter S. No wonder people get confused. Unlike SEO and SEM, SMM isn’t about search engines. It stands for Social Media Marketing, and is essentially a microcosm of the wider internet. SEO keywords on your website work the same way as hashtags and tags do on social media. Social media content, whether it’s video, photo, or text, works the same way in each respective platform as content marketing does. Same vis a vis paid ads and sponsored posts. The benefit of social media marketing (which can include organic and paid strategies) is that you can access an audience base that’s already spending time on a particular platform. The drawback is that you can only access the people on that platform while they’re on that platform.
7. Email Marketing
Back in the day, marketeers sent out direct letters (yes, in mailboxes). Today, we send out email marketing, and with good reason. Email marketing has amongst the highest conversion rates of any kind of marketing. There’s massive scope for personalisation, and you’re essentially sending your material to people who’ve already told you they’re interested by opting to be on your list. Segmenting your data means your can tailor specific email sequences to specific groups.
Automations are the hidden cogs that make the huge task of managing marketing possible. You can automate all or part of myriad marketing processes these days, from social media scheduling to email sending and list sorting and so on. While marketing automations save us a lot of time and labour, you do need to take care to set things up properly and make sure all your programs are connecting to each other properly.
9. Customer Experience
Customer experience (CX) is how a customer interacts with your business: online, in person, pre-sale and post-sale. It encompasses everything from ensuring your site is easy to use and speedy to insisting on clean uniforms and customer service standards. It’s all about creating a net positive meaningful experience no matter when, where, or how a person interacts with your brand. While it’s often tacked on as an afterthought when constructing a business, great (or subpar) CX is a huge differentiator.
Okay, this one’s not strictly marketing, but we all have to do it. As technology has transformed the way we work and connect with each other, our administrative and project management tools have had to develop to keep up. We’ve come a long way from spreadsheets and post-it notes. Not that there’s anything wrong with spreadsheets and post-it notes.
We love spreadsheets and post-it notes
Now that you’ve got a better understanding of some of the big pieces of the marketing puzzle, it’s time to implement them in your own business. We put together a handy marketing checklist to help you make sure you’re on the right track with these. If you prefer to get a team of seasoned marketing professionals on board to take care of these, get in touch today.