Marketing vs. Sales: Tips on Bridging The Gap

No matter the money you leash at marketing, your organization may be left on the bottom lines unless you have a clear plan & strategy that boosts employees’ product knowledge, establishes customer service standards, includes training, and create real accountability.

“Building this level of true alignment between marketing and execution depends on three factors: product knowledge, customer service and accountability”

1. Product Knowledge

With any marketing initiative, your employees must understand  both the marketing offer and the fulfillment process. It needs to involve real, meaningful product training:

  • What is the product?
  • How does it work?
  • Who is the target audience?
  • Why would a customer want this product, or specifically, how does it make the customer’s life better?

2. Customer Service Training

3. Accountability

Accountability is really about measuring and reporting. The most successful organizations establish clear service standards, and make them stand out by defining specific acquisition goals. When employees know you are measuring something, they will work to achieve it. And when employees are properly equipped, know what they need to achieve, and are accountable, results will follow.

 

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Brand Strategy & Equity

Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering your brand messages to. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy as well.

Being Consistent & strategic branding leads to a strong brand equity, which means the added value brought to your company’s products or services that allows you to charge more for your brand than what identical, unbranded products command. The most obvious example of this is Apple vs Samsung. Apple has built a powerful brand equity, it can charge more for its product in consumer & business –and customers wont hesitate to pay that higher price

Marketing Vs Sales

Traditionally, the roles of marketing and sales were different and distinct. Marketing does the key job of getting customers interested and creating awareness.

Sales people have to convert the interest into a sale. However, the way they have often done this in the past has to change. Because customers are better informed, and the incredible access to information has produced more knowledgeable buyers, marketing and sales need to work closer together.

In today’s modern business, a sales person really needs to be more of a marketer, and a marketer isn’t doing his or her job properly if they aren’t considering sales. Since sales people are the actual marketers out there drawing in more customers, hence bridging the gap with a closed sale deal.

Grow Your Small Business

Learning how to grow your business isn’t just a worthy goal; growing your business is often a necessity for your business’s survival and your economic well-being. What can you do to get your business beyond the bare sustenance level?

Try one or more of these growth strategies. All have been successfully used by other businesses, and with some planning and investment. 

1. Penetrate your existing market

When you think about how to grow your business, the first thing that probably comes to mind is getting new customers. But the customers you already have are your best bet for increasing your sales; it’s easier and more cost-effective to get people who are already buying from you to buy more than to find new customers and persuade them to buy from you. 

2. Ask for referrals

That’s not to say that getting new customers is a bad approach. One of the easiest ways to do this is to ask your current customers for referrals. But notice the verb. Having good products and great customer service,and just assuming that your customers are passing the word about your business isn’t going to do much to increase your customer base; you have to actively seek referrals. During or after every job or sale, ask your satisfied customer if he knows anyone else who would be interested in your products or services.

3. Innovate your Product or service

Discovering and promoting new uses for your products or services is a great way to both, get existing customers to buy more and attract new customers.

4. Participate in trade shows

Trade shows can be a great way to grow too. Because trade shows draw people who are already interested in the type of product or service you offer, they can powerfully improve your bottom line. The trick is to select the trade shows you participate in carefully, seeking the right match for your product or service.

5. Contain your costs

keep in mind that when we’re talking about growing your business, we’re actually talking about growing your business’s bottom line. And the difference between pre-tax and post-tax money can make this a very effective growth strategy. There are two main approaches to cutting costs; liquidating your “loser” products and improving your inventory turnover.

Benefits of owning your own domain

1. Simplicity. A custom domain such as “www.myorigin.com” is easier to remember than a generic, cobranded domain such as “www.google.your origin.com’’.

2. Relevance. As of July 2012, there are over 140 million active domains, and  as of 2014 14.3 Trillion – websites, live on the Internet. The sooner you stake your claim, the more likely it will be that your address matches your business profile.

3. SEO. Having your own domain name will increase your website’s positioning under search results on top search engines like Google, Yahoo and Bing.

4. Permanence. Keep your domain name for as long as your business is online. No one else can use your domain as long as you pay the host that set it up.

5. Credibility. Prospective customers will more readily transact with businesses with a professional, established online presence – made possible with a personalized domain.

6. Locality. Google searches can be heavily influenced by a user’s geographical location, so if you appeal to regional customers, take advantage of country extensions on your e.g.“www.myorigin.com.’’

7. Correspondence. Once you acquire a domain, your email addresses will appear as “customer@myorigin.com” for example. custom email address go a long way in maintaining professional communications with your customers.

8. Save time and money when your buyers want to reach out for you or when you need to contact someone. Also you can get a domain for a low cost, no worries. It is a smart move for your online future.

9. Customized domains will give you a truly online presence and it will establish your business as a brand.

10. Ubiquity. You will have the opportunity to acquire multiple domains with different suffixes (i.e. .org, .net, .me, .co) and associate all of them with your biz.

Tips for Avoiding Various Marketing Job Scams

How the Scams Work

***IMMEDIATE HIRE*** Work With PRO Sports! We Will Train!
FRESH TALENT NEEDED – Entry Level Marketing
Start Your Career in Sports and Entertainment Marketing!!!

Who wouldn’t get excited and click on job postings with titles like those? I first encountered some of these scams when I was job searching after I graduated from college.

They get your hopes up with really catchy headlines, but you should quickly act wise to the fact that these weren’t real jobs.

1. Phony Marketing

This is a commonly used scam. It’s the marketing of phony courses and training.

Everyone wants to get that extra edge over their competitors in business, marketing, advertising, writing, telemarketing, etc.That’s why these phony marketers set up courses which are usually offered through eBooks, DVDs, CDC, webinars, seminars and even live demonstrations.

Typically, these course providers make tall claims that once you complete their awesomely amazing super course, you’re gonna be on your way to becoming filthy rich.

Some are gonna play it smoothly, sending you irrelevant, useless eBooks or items such as pens, calendars, T-shirts, and other junk in exchange for money.

However, when the info or item is actually delivered, it’s usually a rehash of something already available online.

Most people never get their money back.

They end up with nothing, like those lost, starving souls in 1940s European movies.

That’s why it’s important to research thoroughly so that you don’t become just another number on the international hit list!

2. “Get Rich Quick” Schemes

Another common affiliate marketing scam is a “get rich quick scheme” that offers you visions of earning big bucks without putting in much effort.

There are hundreds of such ads all over the Internet.

The usual modus operandi is that these brutal scammers ask you to enroll with their company for a few hundred dollars.

They’ll convince you that you’re gonna learn the tricks that’ll enable you to make thousands of dollars like a fat cat living in Orange County, California.

Once you send your $200 (or whatever the amount they require), the only thing you’ll end up with is a dent on your back account.

Believe it, People!

No matter how desperate or poor you happen to be, all quick rich schemes are cons until proven otherwise.

Do you really believe that someone who makes $5,000 working for a few hours on a Saturday would tell you his or her secret?

If you ever hear that someone has a ‘secret’ on how to make money, it’s a scam.

True that!

3. Fake Product or Service

Generally speaking, in affiliate marketing, marketers make money by promoting products and services from other companies.

Sometimes, though, scammers make up fake services or products by using the name of a famous company.

This is one scam that’s often difficult to spot.

Why?

Because scammers can be very thorough and usually go to great lengths to create a portfolio of services, products, and customers that appear to be hyper legit.

They even use fancy infographics and promote their business by using paid phony spokespeople who act as their referees.

A large number of these so-called marketers follow the pyramid scheme. Initially, they’re gonna ask you to pay a small amount of cash to join the program with the promise that within a week or two, you’ll receive a high rate of return on your investment.

This is just a ploy to lure you into the trap!

In this entire scheme, the only beneficiaries are the scammers and this can go on until the entire thing falls apart.

On many occasions, these scammers get away with your money and disappear before people even figure out what’s going on.

Beware! You don’t wanna fall down from a pyramid scheme! People say it really hurts!

4. Paid Memberships/Programs

Another very common affiliate marketing scam is asking people to join a program or pay for membership.

In reality, the majority of bona fide affiliate programs are free to join and there’s no fee, just like on Mobidea.

The very fact that somebody asks you to pay to join an affiliate marketing program should raise a red flag.

Most of these pay-to-join programs are nothing more than another pyramid scheme.

Learn More: Best Ad Spy Tools You Should Be Using

If you’re seriously looking for an affiliate marketing program, you should research for a while and make sure the people associated with the network are legitimate and have actual clients.

Don’t sign any papers or cheques before ensuring you’re dealing with authentic companies!

Nothing is more painful than joining a scammy affiliate network and realizing that, instead of making money, you’re digging your own cold grave!

5.The Interview Process

You’ll probably show up for your in-person interview in your Sunday best. There’s a good chance that it will be your first job interview ever. You’ll be nervous, but excited. Then you’ll realize that this isn’t an interview at all. You’ll be expected to get into a car with a current employee (usually the car doesn’t look fit for the road), and you’ll drive to a neighborhood that could be as far away as a couple hours’ drive.

Your “interviewer” will tell you to take one side of the street while he or she takes the other side, and you’ll start selling coupons door to door.

The coupons often have something to do with major sports teams or entertainment venues. That’s why they advertise the jobs with the words “sports and entertainment marketing.”

If you ask to be taken back to the office, you’ll have a mixed chance of having the person actually agree to return you to the office. If you go through with the “interview” you could end up in some scary situations.

Be Safe & Avoid such scams……

THE RIGHT MARKETING MIX

Commonly referred to as the “4 Ps,” your marketing strategy will generally depend on one or more of the following four variables:

  • The actual product (or service),
  • The price (or value) it has,
  • Where you place (or distribute) what you offer, and
  • How you promote it.

An effective marketing plan needs the right mix of product, price, place, and promotion to get the results you want.

There are basically three different ways to consider your product or service as far as my knowledge & experience has taken me

  • Your core product is something you can’t touch: it’s the benefit your customer is buying—not the product itself, but the problem it solves.
  • Your formal product is what people actually use. It includes physical elements like design and texture, or perceived features like quality and styling.
  • Any value added features offered “over and above” the base product, like customer service or delivery, to differentiate your business from the competition.

What every marketing plan should include

Building on your understanding of where and how you fit into the marketplace, your marketing plan will need to:

  • Identify the purpose of your marketing campaign. What problem do you need to solve, and what does success look like?
  • Set objectives for your efforts. What are the key measurable results that will define your success?
  • Define a process, and identify the tactics, that will help you achieve your goals. What do you need to do to succeed? How will you move your customers to take action?

Setting objectives for your efforts

Good objectives are SMART—Specific, Measurable, Achievable, Realistic, and Timely. Setting objectives that meet those criteria, especially if you’re a new business with no benchmarks to compare to, isn’t easy.

However, these objectives are important. They’ll help guide your decisions as you create your marketing plan, and they can also serve as a “reality check” as you bring your plan to life: each decision can move you towards your goal or become an unnecessary distraction, and understanding the measurable objectives you need to reach can help you make a firmer choice about how to spend energy and resources.

CREATING A MARKETING PLAN FOR YOUR SMALL BUSINESS

A marketing plan powers your business and is at the heart of any good business plan. Follow this template for writing a marketing plan that turns your marketing effort into a planned investment rather than a hopeful risk.

  1. State your business purpose.

  2. Define your market situation, focusing on issues that affect your customers, your product, and your competition.

  3. Set goals and objectives.

  4. Define your market and customer profile.

  5. Define your position, brand, and creative strategy.

  6. Set marketing strategies for your product, pricing, distribution, and promotion.

  7. Outline your communication tactics.

  8. Establish your budget.

  9. Blueprint your action plan.

  10. Define opportunities for long-term market development.