So many actions in life are, in some way or form, related. One action creates another or limits us from making others.
To that end, as we are fond of saying, marketing IS selling. So many businesses, both large and small, divide these key functions out into separate paths when the truth of the matter is that they are inseparably connected. Marketing drives sales – that part of the overall business equation is agreed upon on nearly a universal level. So why, then, do we so frequently not align our marketing activities with sales as the end goal?
To be efficient and effective marketing can’t be random or unstructured or untargeted. Admittedly, not everyone has the ability or budget to create their own marketing information system – but on the most basic level, let common sense and what you know about your business be your guide. If the family next door is having a weekend garage sale, chances are they aren’t hanging cardboard signs up in the gated community 35 miles away. That’s a quick way to guarantee no one in your driveway. It’s a simple example, but it speaks directly to the importance of targeting your marketing campaigns to the right people with sales as the ultimate goal.
The big picture is that how you plan your marketing efforts (price, product, place, promotion) is essentially how you plan to sell. All of the front-end thought, planning and effort that goes into marketing sets the stage for successful selling. The two things are joined at the hip and should never be viewed as disconnected.
So what if you could design a sales-focused marketing campaign, position it to a key audience of potential customers and/or leads and know exactly who to contact after the campaign launches? It’s a concept that really isn’t that far out of reach. In fact with Act! emarketing, follow-up and contact prioritization based on e-mail campaign results are a breeze – we can help you determine the best leads to call, meet or tweet! But it all begins with you – design your campaigns with the end in mind knowing that you what you sell is exactly what you market. Marketing is selling!