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  • Writer's pictureDoreen Francois

The Importance of Marketing in Business


The marketing activities you undertake in your business, directly influence your bottom line.


Marketing is the function that underpins and supports all your sales activities, because it allows your prospective clients to better understand what you do, grain trust in you, your business and your services, and it allows them the opportunity to reach out to you when they’re ready to do business.


The first step of marketing is certainly to identify what the high-level business goals are, so that the relevant marketing activities and budgets can be planned for and factored in, accordingly.


Most business owners will go through the exercises of goal setting and budget planning, for example, “we want to grow by X% over the following year”, which is usually based on historical data and current trends and pipelines.


But how do you then bridge that gap to achieve your goal?


Once you understand where you want to go and what the gap is, it’s important to figure out which area of your business would make the most sense for you to focus on.


The No. 1 Marketing Mistake to Avoid


We always recommend our clients steer away from the notion ‘jack of all trades, master of none’, because this enables us as marketers, to zero in on our messaging. Trying to promote everything equally at the same time, dilutes your message and its effectiveness.


Choosing a specific area of focus helps cut through the noise and communicate with our target market with much more clarity and precision, which helps ensure the success of your marketing campaigns.


Not only that, you’ll also be able to calculate your required metrics and ROI quite accurately.


You’ll be able to work out, based on your close rate, how many proposals you need to issue, how many meetings you need to have and how many phone calls you need to make in a day – just as an example.


With this information, you’re much better equipped to make decisions around which marketing activities will help you achieve those goals, and which would most likely be less effective and best avoided.


If you’d like to chat with us here at Fortissimo, about how we can help you bridge the gap in your business goals with the most effective marketing practices based on your high-level business goals, we’d love to hear from you!


Book in for a 100% obligation-free call, here.

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