Why Everything is Marketing
Patrick McFadden
??Build a Strategic, Repeatable Marketing Process That Increases Google Visibility, Generates Leads, and Grows Revenue ??
While one business may be organized in departments, job titles and roles and another basically made up of only one person doing it all, every business that grows and thrives internally and externally figures out one thing: everything is marketing.
It's clearly marketing how you talk to wall street, talk to customers and talk to partners, it's clearly marketing how you price products and services and it's clearly marketing how you conduct customer service.
The idea behind the "everything is marketing" concept is to acknowledge that everything you do or say is part of marketing your business.
It's the strategic approach to identifying and developing all touchpoints in a manner that allows prospects to experience your brand in different variations and from entirely different points of view and is essential in today's marketplace.
Let’s face it. The reality is that people have short attention spans and they’re millions of businesses attempting to attract it. Everything is marketing:
- the name of your business,
- products and services,
- how you comport yourself,
- determining whether you will be selling a product or service,
- how you run your business,
- the method of manufacture or servicing,
- how you bid on projects, the colors, size, and shape or your product,
- how you perform for clients and customers,
- the packaging,
- how you build relationships,
- the location of your business,
- the advertising,
- the PR,
- etc.
You’re either judged on these things, or you’re being ignored.
The real key is to understand that each marketing activity is dependent upon one another to work. They support and compliment each other and the sum the effort is definitely greater than the parts.
I think you're correct, Patrick but I also think it has to be both genuine and sustainable to keep that edge. Let me explain using my own experience. I own a small pub and I get that every customer is critical to my success and I genuinely appreciate them all. This is shown in the quality of the food, the value in the cost and as important on my Facebook page where photos of them while at Miknan's are continually captured along with a note of appreciation. And while I've watched competitors try to duplicate these efforts, they are neither genuine nor are they consistent -- great for my business but what it reveals is that customers sense your commitment to them where you are consistently meeting their needs and you are genuine in your efforts while doing so. The point being is that we can all create a marketing plan but our efforts have to reflect our commitment to those we are reaching out to and we have to be willing to consistently and genuinely nurture the very market we're directing our efforts toward in order to rise above what I call distractions by those who think they get get the same return by doing the same without actually understanding the customer to which they are directing their efforts.
Clear Communication Strategist & Trainer // Plain Language
9 年Agree! This is also one of the topics we help clients understand with their verbal brand: Every single touchpoint is an interaction with your brand -- from a phone conversation to a cocktail chat to a proposal, etc. How you share messaging across each interaction defines your company to your audience. Everything is marketing!