Even in fields of business where high volumes of easy money are often made, it is never enough to just follow the crowd. The “Field of Dreams” idea is a cliche that makes the assumption that if you build something, the customers will come. There’s a lot more to it than that!
Everyone is trying to make revenue and profits, and if you want to stand out from the crowd, then you need to learn marketing.
When consumers are in need of a widget, they know there are a dozen, if not a hundred different suppliers of widgets.
They might choose whoever sells the cheapest widgets as a result of not knowing who to choose.
What if the maker of the cheapest ones got an edge because they were gently letting the consumer know they offered the cheapest widget?
That’s marketing in a nutshell.
You let the consumer know what you offer. In the case of the cheapest widget maker, they offer the widget plus the consumer gets to save some money. Marketing is the ‘plus’ your company offers the consumer over your competitors.
Are your widgets the cheapest? They don’t have to be.
Maybe there the longest lasting, or your manufacturing process keeps jobs in the country. Your edge may be that your construction process is environmentally friendly. Maybe your business is even family owned, or has been in business for decades, and is a name you can trust.
Any of these ‘plus’ benefits to your widgets can register with consumers, if you do your market research and see what people are looking for on top of just widgets. The right research and analysis shows you what marketing strategies will get consumers to come to your business.
Then the second part of the cycle starts, and that’s when you start building your brand loyalty.
Repeat business is the best kind of business because they are already sold on your brand and your company.
Getting them to try out other products or services is a lot easier, and the more you keep them happy, the more likely they are to bring their friends and family to you as well.
Marketing to your routine consumers is a lot like how presidential candidates will play strongly to their party base when trying to win an election.