Let’s start with a simple explanation of what marketing actually is. Marketing is the process of positioning your product or service in such a way that it is clearly communicated to your consumers why they need or want to purchase it. This includes market research, word of mouth, and external advertising. And it’s the same across all marketing mediums- whether that is a brochure, a magazine ad, a billboard, a website, a radio ad, etc.
Now that we’re clear about what it is, here are the reasons you don’t need marketing.
You don’t need marketing just because your friend created a Facebook business page and now it has 100K likes.
Social Media is being used by businesses all over the world, with great results for many. So it should definitely be an option that is explored by your marketing department. But if your focus is creating a business page so that you can get a bunch of likes, and not communicating with your audience, then you’ve probably just spent a lot of time and energy on marketing that won’t work.
You don’t need marketing just because an article you read said that your website has to look awesome.
It is true that 80% of consumers research a product or service online before making a purchase. So if they are brought to your website, it should be an accurate representation of your brand and easy to use. But if your focus is creating an awesome website and not communicating to your audience, then you’ve probably just spent thousands of dollars on marketing that won’t work.
You don’t need marketing just because you have a product or service that you want to convince people to buy.
If your focus is making people want something, and not creating something people want, then you’ve probably just misunderstood how marketing works.
Don’t find customers for your products, find products for your customers. – Seth Godin
All too often, I sit down with a business owner and they tell me they need SEO, a website, a Facebook page, a postcard. And I respond with, “Why do you need ______?” They usually give me answers just like the ones in bold above. But these answers have the wrong focus – they are focused on what the business owner wants, rather than what her customers want. I’ve yet to ask that question and get the response, “Because that is where and how my consumer wants to communicate with me.”
To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.
— Brian Halligan, Hubspot CEO & co-founder
So that is where we should start. How and where do my prospects want to learn about and shop for my products?
You don’t need marketing for any of the reasons in bold above. But you do need marketing to figure out how you can create something that your prospects want and need, and to effectively communicate the value of that product or service to them.
I deliver free marketing consultations as part of my work with Worry Free Consulting. In fact, they have a free marketing analysis service that you can do online. And please contact me if you have any questions at firstname.lastname@example.org.