As a wise friend of mine said once, marketing is like multivitamins. Once you’ve been using them for awhile you may not explicitly notice the benefits, but you’d notice it quickly if you stopped.
Marketing is a pretty general term, much like saying you practice law. What type of lawyer are you?
Don’t think of marketing as sales. The purpose of marketing is to create interest, to generate questions, and to build awareness. The job of sales is to answer these questions.
One of the biggest reasons businesses experience disappointment in their marketing efforts is disorganization. Whether it’s not knowing where to begin (and thus not taking action) or just dabbling in a bunch of random things without measuring anything, it’s an inefficient use of the business owner’s time.
Marketing consulting is data management. Businesses need a well-designed plan, one with specific goals and solid methods to achieve these goals. Secondly, businesses must interpret the results of the plan in action. Beyond tracking and measuring, successful marketing involves making projections based on the data to keep the business in a consistent forward state of motion. A good marketing consultant can do all of these things.
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