Do you take your marketing seriously? Or do you let those activities slide when you get hammered for time?

Few would argue that the marketing role has changed.

Several factors messed with the old world.

• 24/7 social media (hard to believe it’s only been around since the late 1990s)
• Digital marketing differences
• The changing consumer

Does that mean the role has moved from fluff to favored? Not necessarily.

Fluff?

The first issue with marketing is how companies define the role.

• Some organizations lump marketing in with sales.
• Others view the work as “just communications.”
• While others separate the function and the roles.

During my corporate days, marketing and communications were often the first positions to go in a layoff. Management considered them “fluff” jobs.

That was in ancient times in the 1980s to early 2000s.

• So, has the attitude toward this function changed?
• Do companies consider its role as vital to business success?
• Is there an understanding how communications and marketing are two different animals?

The following explores the unique characteristics of marketing and its essential role in the success of your business.

The 4 Ps of Marketing

E. J. McCarthy’s book, “Basic Marketing – A Managerial Approach,” introduced the widely-adopted concept of the 4Ps (as illustrated below). You can download a PDF version of the graphic.

1. Product

What are you selling? A physical good? A service? This sounds simple but some companies trip up in this category.

• Have you ever gone to a business site that was all over the place in what they offered?
• Or you weren’t quite sure what their product did.
• How about a product that promises a benefit it cannot deliver on?

For example, remember the Skecher shoes with Kim Kardashian as one of its spokespersons? Its advertising claimed the following advantages.

• Weight loss, muscle toning,
• Better circulation, and other health-related benefits.

Those claims cost the company big money. To the tune of $40 million used to settle charges brought by the Federal Trade Commission.

A business that tries to be all things to all people usually ends up with nothing but loss.

If you don’t know how your product specifically benefits the customer, it’s time to go back to the drawing board.

1. Why should the customer care about your product?
2. What problem of theirs does it solve?
3. How is your product different from similar products?
4. What can you do to make your product better?
5. Did you ask your customer?

2. Price

The Price category is easy to understand. It’s how much you charge for your product (which may be a service). But, knowing what to charge? Ah, there’s the rub.

As a professional writer, I can tell you the topic of what to charge dominates writer groups and forums.

The right price starts with understanding the value of your product.

The “right” price will be unique to each business. Watch the short video below to see what I mean.

3. Promotion

Social media blew the doors off promotion. You have so many options.

1. What platforms and means are you using to get your product out there?
2. Does it make sense for your market?
3. Can your customers easily find you?
4. Which do you use to keep it going? To advance sales?
5. What are your top competitors doing?

Marketing expert, Neil Patel, offers some great resources to check out how your competitors are promoting their products.

• Neil’s Ubersuggest
• Similarweb

4. Place

Place can refer to a physical or digital location. Ask yourself the following questions about your current location(s) for your marketing.

1. Where are you promoting your product and interacting with potential customers?
2. Is it an ideal setting to convert potential customers into active customers or clients?

I’ve shared this story before. When I started my business in 2008, I was a total newb to social media. I stumbled on LinkedIn and soon it became my primary place for networking.

Had I listened to the social media “gurus,” I would have headed anywhere else to do my marketing. But LinkedIn was where my customers were.

Over 80% of the projects I received were connected to LinkedIn in one form or another.

Or Favored?

While social media ratcheted up the volume, a lingering skepticism on marketing’s value remains.

• Companies still dump marketing on workers with other roles.
• Small businesses let their marketing efforts slide when crunched for time.
• Others automate marketing with little oversight or defined strategy.

Marketing requires specific skills. Because an individual is good at communications (or sales, or any other role) does not mean they will be good at marketing. My project contracts specifically state that my services do not include marketing services.

So, isn’t it time marketing is given the respect it deserves? Not only by the corporate giants that have the big bucks to pay for those skills. But even if your whole company is you.

The following infographic shares ideas on how small businesses can move to a marketing-favored strategy without breaking the bank. You can download a PDF version, if you are so inclined.

Making a Commitment

Most of us would agree marketing plays a vital role. But if we truly understand its value, we wouldn’t abandon it when times get tough.

Carve out time each week specifically for marketing.

You’ll see all kinds of recommendations on how much time.

• Pick a number and stick to it.
• Review results regularly.
• Should you spend more time? Less? Adjust accordingly.

Consider outsourcing.

If you don’t have the time you need or you simply hate the task, consider outsourcing certain functions.

• Social media management
• Email newsletters
• Content writing

Explore marketing tools.

Like any automation, be sure to manage the process. However, multiple tools exist that can cut down on the time needed and can expand your reach. The following are a few examples (no affiliation with those listed).

• Missinglettr – content marketing platform
• Canva – design tools
• Google AdWords – pay-per-click ad model
• Mailchimp – email marketing
• BuzzSumo – for understanding competitors and what content performs well

The above list barely scratches the surface. Research the tools that work best for your budget and marketing need.

So, how do you treat marketing? Fluff or favored? Share your thoughts in Comments.

Note: This August 11, 2021 post updates the original that published on July 30, 2013.

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