How Marketing Your Business Affects Your Bottom Line

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A powerful marketing strategy can be the difference between incredible success and failure for any business. It should be the first thing you do before putting any marketing tactics into place, but unfortunately, too many businesses just start marketing at random — and they wonder why they fail.

Today, you can target your specific audience more efficiently and at a lower cost than ever before using modern digital marketing methods. You can track how well your marketing campaigns perform using analytics tools and make necessary adjustments to improve results. Data is king here, without good data, you don’t know if you are improving.

With the right marketing strategy in place, you can use these various marketing methods to grow your business and increase revenues.

Here are some specific ways marketing affects your bottom line.

Let’s get started.

Why should I invest in marketing?

Think marketing is a waste of money? Think again.

1. It increases revenues

One of the most obvious ways marketing affects your bottom line is by increasing your revenues. This is because when you market your business, you’re putting it in front of more people who may be interested in what you offer, creating more chances to generate leads and sales.

2. It reduces sales costs

It might sound counterintuitive, but spending money on marketing can actually decrease your cost per lead. If your target audience is already aware of your brand and interested in what you have to offer (thanks to your marketing efforts), then they’re going to cost less for you to acquire.

3. It improves client loyalty

Customers are considerably more likely to remain around if they feel like they’re a member of a community or have a personal relationship with your company. Marketing makes both of these things happen. For example, social media marketing allows you to reach out to current customers and interact with them. They feel like you care about them, making them more likely to stick around.

4. It enhances brand awareness

Getting your brand into the consciousness of your target market is critical to your business’s success. The more people are aware of your brand, the more likely they are to choose you when it’s time to buy. For example, if you regularly blog, and potential customers are coming to your blog for information, they will see you as an expert. When it’s time for them to buy, you’re who they’re going to turn to.

How to market your business

Remember that marketing strategy I talked about? Here’s where it comes into play. Before you start marketing, you need to take certain steps to ensure your efforts are going to be successful.

Marketing your business is an ongoing process that should be revisited regularly to ensure that you reach your target market and see results.

Here’s how you put together a smart marketing strategy.

Identify your target market

Identifying your target market is the most critical aspect of any marketing effort. Who do you want to reach out to with your product or service? Once you’ve identified these people, you’ll want to come up with messaging that’s specific to them and their needs.

Choose your marketing channel

Once you’ve identified your target market, it is time to choose the marketing channels that are most likely to reach them. Think about what type of product or service you sell, your budget, and your available resources. What can you put into place that’s going to reach these people best? Are they very active on a specific social media platform? Are they better reached through blogging? What’s the best marketing channel for them?

Note: I do a 1-hour marketing consultation around this with my customers for free.

Marketing strategy

Once you have chosen your marketing channel nailed down, it’s time to develop creative strategies and tactics to engage your target market. This may include using humor, developing emotional connections with customers, or stressing the unique benefits of what you offer. Whatever strategies you choose must be authentic. Customers can tell when you’re not being yourself.

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8 types of digital marketing

1. Search Engine Optimization (SEO): SEO is a huge umbrella term with many different tactics. The main things you should be doing are creating content regularly, ensuring your website looks great on mobile and loads quickly, and sharing your content on social media.
2. Pay-Per-Click Advertising (PPC): For many businesses, this is the best way to generate leads. You pay to have your ads on a particular platform (like Google), and then each time a customer clicks on an ad, you pay for that click. This can bring significant amounts of traffic to your website.
3. Social Media Marketing: Social media marketing is where you create and publish content on social media platforms such as Facebook, Twitter, Instagram, and TikTok. You can also invest in social media ads that will also charge you per click.

4. Email Marketing: Email marketing involves either buying an email list or emailing a list you’ve grown yourself. You send regular emails that offer products, services, or content for the customer.

5. Affiliate Marketing: This is a type of marketing in which products or services are promoted in exchange for a commission on the sales. You pay affiliates to bring you leads.

6. Content Marketing: This is the creation and distribution of valuable, relevant, and consistent content to attract and engage a target audience. When the time comes to buy, they’ll come to you because they perceive you as an expert in your field.

7. Mobile Marketing: This where you text or call a customer to offer them a product or service.

8. Marketing Analytics: This is the process of analyzing data to better understand your customers and track the success of your marketing campaigns. This is the bedrock of any good marketing strategy because it allows you to optimize your efforts and get more bang for your buck.

How do different aspects of digital marketing build off each other?

Different forms of digital marketing complement each other in various ways. For example, content marketing can bring traffic to your website. You can then augment that traffic with paid ads, increasing overall visitors (and hopefully sales). That content you’re creating can also be shared on social media, allowing social media to bring you more traffic while at the same time making you more active on social.

When you combine marketing efforts together, your business is more likely to generate leads and sales. Not to mention grow exponentially.

Looking to build a powerful marketing strategy? Let’s talk

I work with dozens of strategic marketing agencies that I’ve vetted extensively for quality. I work alongside you to make sure I find a partner that fits your business goals. Making sure your business has the best chance of success is the goal.

Fill out the form to get started.

Written By
Picture of Behdad Jamshidi
Behdad Jamshidi
Behdad Jamshidi started CJAM Marketing after realizing that most business owners don’t know how to evaluate the value of a marketing agency or assess their own needs. Since every business is different not only in their needs but where they are at in the growth process, it isn’t a one size fits all. In the past 5 years, Behdad (or Bee) has met with and assessed 800+ marketing agencies and vetted them down to a lean 100 preferred partners across all marketing niches. After pairing hundreds of businesses with the right partners, he’s found his skillset lies in the matchmaking process. Featured in MarketWatch, Bloomberg, National Post and the Financial Post, Bee’s unique background in marketing, engineering, consulting, leadership, sales and strategy, has allowed him to serve as the conduit between business owners and the marketing teams they need.
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