Marketing: What's It All About?

Marketing: What's It All About?

Marketing: What's It All About?

Marketing: What It's All About?

What underlies marketing? Relationships.

Marketing is really about forming and developing relationships withpotential clients and maintaining relationships with existing ones.It actually goes one step further than this and includes creating and maintaining relationships with people who may never buy anything from you.This last one is the field of Public Relations which is very much a part of marketing.

Before you can sell anything of any real value you need to somehow get in touch with potential clients, get your "big idea" across to them and start building a relationship.Many businesses make the mistake of trying to sell to their prospect immediately.

If you met someone at a networking event you would not launch into a sales pitch. You would at least look at striking up a conversation first.This is where some web sites go wrong, they leap in with a "Buy This Now" and receive the automatic response, "No".

The best way to market is to talk to the potential customer about them.When growing up one of the first things we learn about social relationships is that you need to be interested in others and ask about them and that it's not "all about you".But how much marketing do you see that is "all about the supplier" and nothing about the customer?

Any piece of marketing literature needs to use "you" more often then "we".It needs to speak to the customer in their terms about what they need and want.It needs to have impact and show that you understand their situation and exactly what it is that they want and that you can fulfil their requirements in a convenient and cost-effective way.

If you follow this, then you'll increase your number of responses to your marketing (provided you target your customers correctly).

OK, so what about your existing clients.Well, given that it takes about 10 times more effort and money to attract a new client than to keep an existing one then it makes sense to look after your existing clients.But how often do you see the line "Brand New Customers Only"?

This is the probably the best way to alienate your existing clients particularly when you offer substantially better terms than the ones they're stuck on.

So how do you keep existing clients?Well, how do you maintain any relationship?You talk or meet on a regular or at least semi-regular basis.

This is something that many businesses forget to do.They stop talking to their clients until it's time for them to "buy a new one" or "have their annual service" or "renew their subscription" or in the case of a bar/ restaurant/ shop etc until the "next time they come in".

The worst thing you can do is take your customers for granted.The best thing you can do is to keep in contact with them (in an interesting and engaging way).This is like ring-fencing your customers and it is:

A. A very effective way to stop them straying to competitors and

B. A great way to get referrals.

All you need to do is decide to stay in touch and then send them something on a regular basis, be it a newsletter, a "catch-up" e-mail, or a quick phone call to see how things are working out.You just need to stay in touch.

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