A lot of business owner understand that there is the need for marketing in order to scale their businesses but only very few understand that scaling a business is not just about marketing, it’s about adopting a holistic marketing strategy.
In a recent conversation with some entrepreneurs, I asked them about what the term “marketing” means and many of them defined marketing as the activity that increases awareness about one’s business. Here is my own definition from a holistic marketing point of view.
Marketing is a web of activities that a business must engage in, to consistently place (position) the brand in proximity to the target audience in order to generate sales and ultimately make a profit.
The most important word in the definition that I believe a lot of people miss out is WEB. Marketing is never a linear activity and if you truly want to scale your business, you must strategically adopt a web of activities that will help place your brand in front of your target audience.
Having business social media platforms, emails, websites and the likes are not marketing. The real question is how do you get your target audience to visit your platforms? How do you get them to sign up for your email list? And how do you get them to your website or office? These questions and the answers you provide are what will form the bedrock of your holistic marketing strategy.[Read: 4 Steps to Becoming a Brand in Demand]
Creating a business social media platform, developing a website or even opening a store does not guarantee that customers will come knocking. For example, waking up and posting on social media daily is not a marketing strategy. Building a world-class website that no one knows about is not marketing. Having a storefront in the choicest part of town does not guarantee that people will know about it. What then do you need to do? The answer is adopting a holistic marketing strategy approach.
This approach identifies the platforms you need (which are the vehicles), the web of activities that will help you position your brand in front of your target audience (these activities equate to gasoline) and the end result of the web of activities (which in this case is revenue you generate as a result of purchase made by customers).
Let’s start with the platform. This is where most entrepreneurs start and end up with little to no result. Of course, the right thing to do is to identify the platforms but identify the platforms and then defaulting to hope is not a strategy. As an entrepreneur, identify where your target audience spend their time and meet them there. The answer to this will be different for different businesses. The most important thing is that you sit down and take your time to answer this question. Once you identify the platform(s), you don’t stop there. You move to the next step.
The next step is the web of activities.
The web of activities should be designed in such a way that your target audience comes first. For example, if you decide to run Facebook ads, don’t just run the Facebook ads, run the ads such that it is highly optimized. Highly optimized ads are ads that are designed to target your audience. Be sure that your ads are reaching the right people at the right time. Once the ads are targeted toward your audience, you don’t stop there. Think about what your audience are required to do. Are they making a purchase on your website? Are you trying to get them on your email list? What will happen if a someone who fits your brand persona visits your website but just not ready to buy? What plan do you have in place to retarget people?
Also, the fact that you invested in Facebook ads is also not enough to help you scale your business. You might also want to look into other platforms like Google, LinkedIn, Twitter etc. depending on your type of business. Traditional marketing methods like creating flyers, postcards and even billboards should not be ignored. Other methods include cold calling, email marketing and networking. This web of activities should be interwoven in meaningful proportions before you can expect extraordinary results.
Lastly, a holistic marketing strategy requires that you put systems in place to help you not only attract customers but also it ensures that you are able to retain those customers[Read: How to Retain Customers in 5 Easy Steps]
Marketing requires patience. If you are looking to make it overnight, you should look into playing the lottery or attending miracle events but if you truly want to scale your business and build a profitable brand, you must adopt a holistic marketing approach and give it time to yield meaningful results.
Thank you for reading. Do you use a holistic marketing strategy in your business? Join the conversation in the comment box and remember to share this post with a friend.