Updated: Apr 13
Marketing is a pic-n-mix of seven different elements. Combine them in the right way to meet your customers' needs and you'll hit the sales sweet spot.
Do people want your product? Be honest. Is it suitable for today's market? What service does it provide? What need does it meet? Does it work? Is it attractive? Look at your product from the eyes of a consumer. Make sure it ticks the right boxes to make it into baskets.
Price and profit go hand in hand. It is a tricky balance. Charge too much and lose custom, charge too little and reduce profit. Plus people often make assumptions on price. Charging more can reinforce a premium brand, price reductions attract savvy shoppers. Consider price carefully and as part of your brand position.
People are the backbone of your business; the ones who make sales, support customers and deliver your services. The right people are key if you want to create and keep custom. Recruiting, training and retaining the best team is a sure-fire step to success.
Where do people buy your product? It needs to be the right place for your market. You don't sell many tampons in the men's toilets! Places can include physical shops, e-shops, vending machines, trade shows, salespeople, telemarketing, mail order. Ask yourself, what's the right place to meet your next customer?
How do customers get your product or service, and is it pain-free? Pain points make customers leave your business. Do clients tear their hair out trying to call your helpline? Do they abandon buying online because of your shoddy e-shop? Put yourself in your customers' shoes and make sure they're comfy to walk in.
6. Physical evidence
Everything about your business should reflect your standards and your brand. You're not going to trust a dentist with a dirty waiting room, or a luxury car dealer with a typo-riddled website. Build customer trust through attention to detail and brand consistency at every touchpoint.
Having a great product is a start, but only if people know about it! Promotion is getting the message out there about your life-improving, need-meeting, can't-live-without-it stuff. Think advertising, social media, PR, website, brochures. It's last on my list but should never be an after thought! Not sure where to start? A friendly freelance marketer is an investment that can help you bring in more lolly.
If you want help mixing up your marketing materials, get in touch today.
About the author
Libby is a freelance copywriter and content marketer from Newcastle-upon-Tyne. She worked in marketing and communications for 18 years before turning freelance in 2019. She's written for big brands and boutique businesses, crafting customer-friendly marketing content for print and online.