If you start a freelance business, a blog, or an eCommerce store, you will not see traffic, sales, and clients unless they know about you.
Think of your new business as an island. A beautiful island, with white sandy beaches, and fantastic accommodation. If you are in the middle of the ocean and no one knows you are there, how many visitors will you have?
I have studied digital marketing for a number of years, learning how to optimise the budget for large organisations within the constraints of my paid media channel. However, it is easy to get lost in the small focus of one channel.
Recently I read a book by Allan Dib called ‘The 1-page marketing plan’ and this reminded me to look at the bigger picture and to see how marketing sits within the company either small or large.
He explains marketing strategy like this:
If a circus is coming to town and you paint a sign saying “Circus Coming to the Showground Saturday” that’s advertising.
If you put the sign on the back of an elephant and walk into town, that’s promotion.
If the elephant walks through the mayor’s flower bed and the local newspaper writes a story about it, that’s publicity.
And if you get the mayor to laugh about it, that’s public relations.
If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and, ultimately, they spend a lot at the circus, that’s sales.
And if you planned the whole thing, that’s marketing.
Some people use marketing and advertising interchangeably, but as you see from above, marketing is the strategy behind the advertising.
I would highly recommend reading this book if you want to read something practical & yet succinct.
I have written some posts on marketing:
- Is Being Visible Enough? – Using Your Brand and Story to Build Trust
- Tell Your Brand Story
- The Know, Like, Trust Principle