Marketing Fundamentals

☑ Marketing fundamentals

☑ Digital Marketing Framework

☑ What & Value proposition

☑ Who, When, Where & Why of Marketing

☑ Setting & defining Marketing objectives

Marketing encompasses the strategies and tactics brands use to promote their products and services to consumers. Everything from market research to writing ad copy falls within the realm of marketing.

At first glance, marketing even a single product or service can seem like an enormous challenge. You understand the value of your offering – but how do you show it to consumers? And how can you ensure they actually pay attention to your message?

Let’s start with some basic marketing principles. In this course, you will learn the marketing fundamentals that can be applied to any existing or new business. For all its complexity, at its core, marketing revolves around four things: product, price, promotion, and place. Tactics and channels change, but these are the concepts everything else revolves around, and they’re principles that never change.

5 W’s of Marketing

Who?

Within your marketing efforts, you need to figure out two “who’s;” who is the audience you are trying to reach and who will be in charge of handling the content marketing efforts to obtain that audience. Let’s begin with who the audience is. You need to understand your community, including users and potential users, to succeed as an organization. Know your demographics and their interests. The better you know who they are, the better you can deliver value to that audience.

What?

What makes your company different? It’s important to figure out what makes your company stand out from the crowd of alternatives. You do not want to provide the same information as company X to the audience you’re trying to reach. You want to make your company different. Think about your community as a whole; what do they care about? Then focus your efforts on that type of content. For example, if you are a bakery and recently changed the type of eggs you buy due to the effects it has on your products, blog about that experience. Offer relevant advice that will help your audience.

When?

In the world we live in, time is money. Think about when you will be posting content. Will your company post once a month, once a week or once a day? This can be a difficult question to answer. However, a good rule of thumb is to post at least once a week, at the same time and day each week. The more regularly you post the better it is for SEO purposes and the more l your company’s content will be seen. Another tip: most online traffic occurs between 9a.m. and 3p.m. EST.

Where?

Where you are posting content is becoming increasingly important. The obvious answer is your company’s website. However, you want to promote that content as well as produce it. Where you are posting content is becoming increasingly important. There are several options to choose from including creating a separate company blog on WordPress if your company website does not have a blog area. If you decide to go that route, make sure to link the blog to your company website so that people can access your content easily.

Why?

Asking “why” helps business leaders define what they want to achieve from their business strategy. Why are you doing all of this? Do you want to generate leads? Improve brand awareness? Become an industry leader? When your business figures out its goals, you can then create a marketing strategy that achieves those goals and works for them in the long run.