"So what does marketing actually do?" As a marketer, this is a question I have been asked on more than one occasion. So for those of you who are too timid to ask; marketing is communication. Marketing connects your product or service to a potential customer. You are a problem solver, and you need to communicate that you are the one with the solution. Often in marketing you need to explain the benefits of your product.
But here's the thing; everything that you do is marketing. From your brand, the way you answer the phone, to the images and language you use on your website. How you communicate is important, and can often be your first, and only, impression
In the past, consumers sought information through brochures and advertising. While this is still available and in some industries works quite well, there are problems using these marketing avenues. In terms of communication, this is shouting at your potential customer. There is little to no interaction between your company and the person viewing your ad.
Using a knowledgeable salesperson is great to help you seal-the-deal, but getting the person in front of the salesperson can be challenging.
The internet has changed the way we look for information. Consumers are now able to go to one place to find out about a business. That place? Google! As a search engine, Google has a global desktop search engine market share of 62.74%. It's possible to compare businesses and products in just a few clicks. To appear in a favourable position on Google, your business needs to have a good online marketing/promotion plan in place using AdWords and other paid search advertising. You also need to have a long-term SEO plan in place, and a good persuasive website.
94% of internet users in New Zealand look for information about products online, World Internet Project NZ 2013. People aren't just looking to buy right then and there. They are looking for a comparison. They are looking and comparing products and services. Your website's job is to convince them to make a decision.
Because, shopping is decision making. Your job, or your website's job, is to change someone from undecided to decided. Essentially you want to make them say yes, add to cart, fill in a form, call you for a quote. You don't want to spend time and money promoting your business using a service like Google AdWords to then have your website fail to convince your website visitor to take action. You should invest in a copywriter for your homepage and consider a dedicated landing page for your AdWords ad.
If you are unsure where to start, we can help you. Zeald has teams of people who can assist with all the services mentioned in this article. Contact us for a free consultation.