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Obviously, as a business owner, making sales and turning a profit is the goal. But before you can make sales, you have to be in control of your marketing.

Firstly, we need to be clear about one thing. What is marketing? At its core, marketing is what generates leads and gets people interested in what you have to offer. Which leads to sales.

Your marketing strategy starts well before the first purchase and continues long after you make the last sale. If this feels easy, you are in control.

Marketing is tough at times, especially as platforms and opportunities to connect change so fast these days.

When we talk about marketing, it’s tempting to jump straight into building campaigns and strategies but there’s an important step that needs to happen first.

Your target market needs to be well defined and crystal clear. You need to know exactly who your ideal client is and how to reach out to them.

These days, there are so many social media platforms to choose from. It’s not as simple as a yellow pages ad. Your ideal clients might find you through Twitter, Facebook, LinkedIn, or Instagram.

People access thousands more businesses than they used to. You need to speak directly to your target market.

It’s not just about the platform you use to market yourself to your ideal client. You need to take a close look at what you’re selling and how that relates to them.

It’s not about how great your product or service is. It’s about how your target market perceives it.

Why do they want to buy? What is the benefit for them? With that in mind, you can look at how to communicate your offer to them.

This is where the AIDA principle comes in. Attention, Interest, Desire, Action.

The execution of your marketing will look quite different depending on your product or service and your level of engagement.

Your marketing might look quite a bit different from conventional marketing. Mine does.

Sharing quality online content on the right platform can help position you as the expert. This means you’re on potential client’s minds when they need your expertise.

Marketing only to sell is different and has only 3 components. Your audience. Your offer. Your copy.

In this case, your copy needs to create attention from scratch.

Social media content delivery creates results because it builds trust. Your target market knows where you are when they need you. They’ll think of you first when they need help.   

Marketing needs you to focus on your clients and your offering. Any interaction needs you to ask yourself who, where, what, when, and how.

Be clear. Be precise. Be determined.

There are so many opportunities when you understand the tools of marketing.

Print advertising, targeted offers, Social media platforms and ads. Newsletters, blogs and websites.

Marketing is endless today.

Because of that, it’s important to identify your weaknesses. Hire a social media manager if it’s too much. If you struggle with words, hire a copywriter. What is marketing? It’s the step before you make sales.

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