Marketing Basics – Get back to the basics of marketing your business

Marketing

marketing basics

Apple was stuck in a rut in 1997 when Steve Jobs took back over the company he had co-founded in the early 1980s.  The company was floundering, unprofitable, and lacked direction.  By 2000, just 3 years later, Steve Jobs had turned Apple completely around. Was it magic? Hardly.  He and Apple just went back to the marketing basics.

Marketing Basics #1 – Focus on products

First, Jobs refocused on products. He decided what few products Apple was best at, and he eliminated all the rest. Jobs also went back to the basics of marketing.  The team rethought how to communicate about their company and its products with customers in the marketplace.  The amazing “Think Different” campaign was the result.

The strategy of going back to basics is not unique to Apple or Steve Jobs and you can implement these concepts for your company. How?

  1. Focus on products or services.
    In many cases, a website is similar to a storefront. It’s like a display window that showcases your products or services.

    Go to your website. What do you sell? Is it immediately clear? Can it be packaged more effectively? What does your buyers’ journey look like? Meaning is there a path for the user to follow as they move through their buying decision from awareness to consideration to conversion. If not, start here – marketing basics 101.

  2. Communication Strategy.
    Like Apple, businesses need to refresh marketing messages to stay relevant. The world changes, as we are seeing now. What used to work may no longer work. Now is the time to refresh.

    Take a look at your social channels, Google Ads, social ads, and email campaigns. Does the messaging align with how prospects are searching? Look for relevant search terms in Google Adwords too and Google Trends. Find relevant ways to tie new behavior to your messaging. 

Then, take it a step further. Make sure that your team is producing content that aligns with search trends and make sure that your SEO is updated accordingly. 

These marketing basics will help you position yourself and your business in the current marketplace. If your plate is already full, our team is happy to do this for you. Email us at [email protected]