Welcome back to another blog about your digital marketing journey. This season, we talk about common marketing mistakes that entrepreneurs make. All of these mistakes actually stemmed from my own experience running my own startup. Now that I’ve worked as a marketing consultant, I’ve seen other entrepreneurs make the same mistakes. So I wanted to devote an entire season to discussing these mistakes – why they are important and how to avoid them.
The first thing I will discuss is somewhat typical, especially for a product-based business. And they make the mistake of focusing only on sales instead of marketing. Before we delve into why this error is so important and how to fix it, let’s take a look at why it occurs in the first place. I think it’s important to understand the difference between sales and marketing because it can be confusing at times, and people often assume they’re the same when they aren’t.
How do we distinguish between marketing and selling?
So, simply put, marketing is the act of informing others of something. You can achieve this in many ways, but marketing is basically letting people know who you are. Whereas sales encourage people to buy from you. Let me use a concrete example to illustrate the difference between marketing and sales.
Suppose you are in a mall, and a salesperson contacts you and starts selling their products to you. They explain how great the product is, how to use it, how it can benefit you, and what kind of discount it can give you. This is a sales focused approach by the company. But since an unknown salesperson has contacted you and you may not be familiar with their business, you are not sure if you want to do business with them.
Instead, imagine you’re in a store and you’ve been there often, so you know what they’re selling, how good they are, and what kind of refund policies they have. When you’re in a store like this, you don’t mind choosing anything you may or may not need. The difference between a salesperson and a store is that you are familiar with the store. They have already announced to you, and you agree with what they said.
Why do you need marketing strategies to increase sales?
From an entrepreneur’s perspective, if you take the time to market your business to a potential client, they are more likely to convert and buy from you. When it comes to marketing, don’t get too caught up in the number of sales you make because marketing is an investment. Before you start asking people to buy from you, spend some time marketing your company.
Now that you understand the difference between marketing and sales, how can you advertise to your ideal customer in order to influence your sales? I will use the same previous scenario for a salesperson in a mall and a store in a mall.
When you bump into a salesperson at the mall, what exactly do you do there? You are probably trying to find a specific store or fast food place. You are looking around at that moment; You are not looking to buy anything. Therefore, when a salesperson approaches you in the middle of the mall, you do not pay attention to what he says because you are not interested in buying anything.
When you’re in a store, you’re aiming to make a purchase. You are already in that frame of mind. Have a specific item in mind to purchase. So if you get to the checkout counter and the girl behind the counter tells you that if you buy this product you will also get 50% off another product, aren’t you more likely to buy the second one?
Likewise, you must understand where your customers go to receive information and where they go to buy in the digital spaces. The majority of people use Google to search for information about new products or businesses. They may also notice an ad on Facebook and remember it afterwards. As a result, these two channels are excellent marketing tools. This is where you can tell people about you even if they are not looking to buy. But if they see you often enough, they’ll remember you the next time they want to buy something similar to you. On the other hand, if they’re on Amazon and see an ad for your merchandise, they might think about it because they’re there to buy something. They might take a look, and they might be more inclined to buy your stuff here than on Facebook.
Once you start marketing, take the time to figure out where your customer is hanging out, where to market to, and ultimately where to take them so you can make a sale. I hope this tip will help you plan what you will do in marketing and where you will invest your time and money to grow your business. Come back in the next episode where I’m going to talk about not having a budget. This is another common mistake that entrepreneurs make!