Marketing Produces More Than Just Lead Generation
An excerpt from “A Beginner’s Guide to Marketing Strategy” eBook
While you can invest a good deal of time laying out the logical case of why marketing is so important and why your company should invest significant money and resources into it they still doubt. They don’t have the level of faith that is important if one wants to enjoy the strength of digital marketing investments fully.
The reason it will be difficult for this kind of company to reap the benefits of a strong digital strategy is that effective marketing will always require a certain leap of faith. Effective marketing has both short and long-term benefits. Doubting Thomas’s focus so much on the short term that they sabotage their ability to enjoy the benefit of what a strong commitment to effective marketing can provide.
Effective Marketing Efforts
Truly effective marketing efforts will keep your brand visible over time. Through repetition, it will begin to instill in the market a certain perception of your company.
When done correctly, there will be a perception that makes your company preferred over others. Also, it will make your company preferred by the talent you need to succeed in the marketplace.
It’ll be due to both a public facing persona and because of the impact, proper branding and positioning process can have.
Effective Brand Position Defines Who You Are
An effective brand position defines who you are and why that is important to attracting and retaining customers. That definition provides a powerful management tool in that your brand can be used to coalesce your organization around a common goal and purpose. Having a well-defined common goal and purpose that aligns with those things most valued by your customers and prospects is what a strong brand is all about.
Using your brand promise as a constant reminder to teammates that this is who we are and what we stand for can be a powerful and transformational management tool.
It’s important to recognize while the face-to-face interaction is still the ultimate in representing your brand, face-to-face efforts simply can’t provide the reach that a marketing effort can. That is where when one thinks about marketing thy need to consider. If you can reach all of your customers and keep your message prominent in their minds at all times only with your sales force then why bother investing in marketing? The reality is anyone that thinks they can do this is kidding themselves.
To read more on how to develop a winning digital marketing strategy, download a free copy of our eBook, “A Beginners Guide to Marketing Strategy.”