Two Important Marketing Principles

Marketing principles

Two important marketing principles occurred to me as I watched the London Marathon last weekend.

When fun runners start their training, my guess is that they’re quite apprehensive and not convinced that competing is really such a good idea.

Isn’t that the way lots of small business owners feel about their marketing.

But the runners have a goal they want to achieve so they start training.

To start with they probably struggle but slowly they get fitter and the whole thing gets easier.

Same with marketing.

Initially you’ll make mistakes but you learn as you go along and your results improve and suddenly you find yourself outstripping your competitors and leading the field.

Another of the marketing principles can be seen in small businesses’ need to become known.

If other local businesses were aware of you and what you do, you’d do loads more business wouldn’t you?

But becoming known is not easy.

You can’t just communicate once or twice and leave it at that.

To become well known you need to talk to your audience regularly over an extended period of time – it’s like a ………………………marathon.

Your prospects have to go through the “know, like, trust” process.

Think about it.

Would you do business with an organisation you don’t know anything about?

You need to be interested in what they sell.

You want to know that their values are the same as yours.

You need to feel positive towards them.

And crucially, you have to trust them.

You must have confidence in what they’re saying.

Unless you can tick all these boxes, you’re unlikely to do business with them.

So as a marketer you’re going to have to communicate with your prospects on an on-going basis.

Here comes another of the marketing principles. None of this happens overnight – you have to commit to the long haul.

But if you stick at it, you will get the results you’re looking for.

Which is why I send out emails out every week.

So if you feel you don’t understand enough about basic marketing principles, get in touch on mikejennings@marketingsurrey.co.uk or call me on 01483 200387.