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What is the Purpose of Marketing? Blog Feature

November 2nd, 2012 min read


While we're all in the business of generating customers and revenue, the means for which we all accomplish couldn't differ any more than it does.

Many business still rely on traditional, old school, outbound marketing methods of advertising, while many others have taken part of the dramatic shift to digital marketing.

With such dramatic changes taking place in the world of marketing and advertising, there's one thing that always stays the same; the purpose of marketing, but what is the purpose of marketing really?

Regardless of the time or state of the industry, there are four core objectives to implementing a successful marketing campaign for your business.

Looking to learn more about transforming your marketing? Contact IMPACT and learn how we can help!

Build Brand Awareness

In order to effectively market your product or service, you first must know who you are as a company, and also who your ideal consumers will be.

Your brand acts as the foundation that your entire company will be built around. If you don't have a clear, definitive idea of who your company is, then how can you expect your consumers to understand?

In today's digital and Internet age, your company's brand will be shaped by the content you and your employees feature on the web as well as the interaction between your company and your clients or prospects.

To successfully create, or even re-create a strong, successful brand that reaches your target audience, you need to define the following:

    • Who are we as a company?
    • What keywords do people search to find our products/service?
    • Who are our buyer personas?
    • What makes us different?
    • How do we convey our expertise through content and graphics?
    • What value are we providing?
    • What makes customers buy from us? What makes them return?

Once you've clearly established a foundation as a brand, you can more effectively begin executing a marketing campaign and work to raise brand awareness. In doing so, you've ensured that the attention your brand receives is qualified and directly in line with your target audience.

Given the dramatic consumer shift in the past decade, the most effective way of raising brand awareness now consists of creating optimized content in the form of blogs, ebooks, and press releases, to fully immersing your company in the world of social media and engaging with your followers and other relevant prospects.

Ranking high in search engines and maintaining a strong social media presence are the two most important aspects of raising brand awareness.

Engage with Target Audience

Networking in the 21st century has moved from simply having the ability to connect with friends and family, to now being able to stay informed and connected with brands through news feeds and alerts.

The fact that your consumers and target audience have the ability to connect and engage in conversations with you (or your competitors), makes it critically important that you're tapping into this incredibly potent resource.

Some of the more effective ways of staying engage with your target audience include:

    • Participating (and engaging) in all of the social media networks
    • Monitoring and responding to all comment on your blog
    • Comment on other top industry blogs to build relationships and stay visible
    • Retweet content from some of your more influential followers

By staying engage with your target audience, you effectively humanize your brand and also set yourself up as an ideal person to buy from or do business with.

Drive Traffic, Leads, and Sales

All business owners and marketers share one common thread; to generate customers and make money.

And now, with over 75% of all Internet users conducting product research online, "getting found" has required a shift from the physical advertising to more web based marketing.

The foundation for lead generation in the digital age is quality marketing content delivered on a consistent basis. This means blogging, ebooks, whitepapers, webinars, case studies, and visual content like infographics have become the new standard for generating enough traffic to your website in order to get the number of leads your business needs.

The main purpose of this content is to get found in the search engines by prospects who are searching for relevant terms. By conducting a thorough keyword analysis of all of your content and services pages, you'll be in a much better position to get found by the prospects who have already taken an interest and need you most.

However, the goal shouldn't be just to generate traffic to your website. There are tons of websites out there just like yours, what are you providing that's different and offers your visitors a unique experience? Free offers in the form of ebooks and webinars are most effective, as it provides an opportunity to generate leads and also push leads further down the sales funnel by introducing them to related or more advanced content.

The focus should always be to inform and help your prospects.

Prove Industry Expertise

Everything you do throughout your entire marketing campaign should aim to achieve this.

Your content, blog articles, offers, client communications, and social media engagement should all focus on setting yourself and your company aside as industry thought leaders, because when it comes time to open the wallet, people want to do business with them.

Once again, content reigns supreme here, as blogging as well as social media engagement are two of the most effective ways of conveying your expertise, and as a result, sets you apart from the competition.

Transform your Marketing

Interested in learning more about transforming your marketing campaign? Contact IMPACT and learn how we can help!

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