Why marketing works

In the traditional style, brands would focus on telling customers they had a problem and constantly remind them it existed. With new content marketing campaigns, though, you can skip this step. Customers know they have a problem—that's why they're looking at your brand—so it's more beneficial for your content to help them find the solution. These pieces of content will often be a part of different marketing campaigns but should be organized under a single content marketing strategy.

The elements of your strategy often fall into two categories: content prospects find on their own and content you distribute to them. As a content marketer, you want to make sure you know how each can benefit you. Like we talked about before, the inbound methodology is all about attracting prospects to your brand. So creating high-quality content that's relevant to your potential customer's problem makes total sense. It's one of the easiest marketing tactics in the book! There are a few ways you can help prospects find your content on their own, but the one that most brands start with is optimizing content for search engines.

Search engine optimization SEO means you're discovering keywords your target audience uses to search for answers to their questions, then constructing relevant content so it shows up in those searches. This builds the "organic traffic" on your site, which is the clicks and views you aren't paying for through hired services other than what you're investing in content creation.

Once your target audience has decided you're interesting, have lots of good information or simply publish great content, they'll be more intentional about engaging with you, boosting your conversion rates.

This often takes the form of following your social media channels, downloading a lead generator or subscribing to your email marketing. Do not abuse the privilege of communicating with these prospects. They've taken a step toward trusting you, and your job is to continue providing value through effective, engaging content.

Content marketing's primary objective is to offer value to your target audience so they are more educated about their problem and available solutions, and so you're the first brand they think of when they decide to solve their problem.

Providing value that relates to the products you offer—whether that's visual content, white papers or blogging—is a key part of attracting people to your brand.

After subscribers engage with you and decide your product could solve their problem, they move into the consideration and decision stage of their journey. When it comes to starting building and growing a wildly profitable, fun, helpful and valued business, nothing is more important than marketing. The truth, marketing is the single most crucial element in business, anyone who thinks otherwise is incorrect. Success and a solid strategy should always form the foundation of any marketing campaign tactic or idea.

In this article, I am talking all about the importance of marketing and the three biggest reasons some businesses mistakenly avoid it.

So why do so many businesses, neglect, ignore or completely write-off marketing as a waste of time and money? Why marketing works Download Podcast. No comments. He then saw the light, escaped the cubicle and went out on his own to become a consulting CMO to brands wanting to lead.

But where it gets interesting is Jeff has just released a book called Why Marketing Works , in which he identifies through a mountain of his own roll-up-the-sleeves research, 7 timeless principles that well and truly prove his thesis. A little bit more about Why Marketing Works author Jeff Swystun … Jeff acts as a consulting chief marketing officer to leading brands and brands wanting to lead.

So strap in as Jeff shares: Misconceptions business owners have about marketing Why marketing works! Marketing refers to any actions a company takes to attract an audience to the company's product or services through high-quality messaging.

Marketing aims to deliver standalone value for prospects and consumers through content, with the long-term goal of demonstrating product value, strengthening brand loyalty, and ultimately increasing sales.

At first, I wondered why marketing was a necessary component during product development, or a sales pitch, or retail distribution. But it makes sense when you think about it -- marketers have the firmest finger on the pulse of your consumer persona. The purpose of marketing is to research and analyze your consumers all the time, conduct focus groups, send out surveys, study online shopping habits, and ask one underlying question: "Where, when, and how does our consumer want to communicate with our business?

Here, let's explore the purposes of marketing, along with types of marketing, the 4 P's of marketing, and the difference between marketing and advertising. Whether you're a seasoned marketer looking to refresh your definitions, or a beginner looking to understand what marketing is in the first place, we've got you covered.

Let's dive in. Marketing is the process of getting people interested in your company's product or service. This happens through market research, analysis, and understanding your ideal customer's interests. Marketing pertains to all aspects of a business, including product development, distribution methods, sales, and advertising.

Modern marketing began in the s when people started to use more than just print media to endorse a product. As TV -- and soon, the internet -- entered households, marketers could conduct entire campaigns across multiple platforms. And as you might expect, over the last 70 years, marketers have become increasingly important to fine-tuning how a business sells a product to consumers to optimize success.

In fact, the fundamental purpose of marketing is to attract consumers to your brand through messaging. Ideally, that messaging will helpful and educational to your target audience so you can convert consumers into leads. Today, there are literally dozens of places one can carry out a marketing campaign -- where does one do it in the 21st century? Where your marketing campaigns live depends entirely on where your customers spend their time. It's up to you to conduct market research that determines which types of marketing -- and which mix of tools within each type -- is best for building your brand.

Here are several types of marketing that are relevant today, some of which have stood the test of time:. Marketing entails product development, market research, product distribution, sales strategy, public relations, and customer support. Marketing is necessary in all stages of a business's selling journey, and it can use numerous platforms, social media channels, and teams within their organization to identify their audience, communicate to it, amplify its voice, and build brand loyalty over time.

On the other hand, advertising is just one component of marketing. It's a strategic effort, usually paid for, to spread awareness of a product or service as a part of the more holistic goals outlined above.