I wanted to talk to you today about the science of marketing.
I think this is a very important topic because, despite what many people believe, effective marketing is truly a science.
Let’s look for a minute at the definition of science:
- the intellectual and practical activity encompassing the systematic study of the structure and behavior of the physical and natural world through observation and experiment.
- a systematically organized body of knowledge on a particular subject.
As you can see from the above definition, science is not limited to the study of chemicals, biology, physics, etc., but rather can be applied to any subject as long as that subject is approached and executed in a systematic way.
Those of you who have been reading my articles for a while have heard me say many times that marketing is a science and must be approached in that manner. One of the things that I have repeatedly said is that marketing is not advertising. And, to repeat myself again, marketing is a process and advertising is a method of delivery of your messaging to your clients and prospects.
So, why do I continue to repeat this mantra?
Well, partly it is because of this common misconception which leads to the belief that “anyone can do marketing”, with the end result being disappointed clients. And partly it is to help educate folks, assisting them in understanding the difference so that they can make better choices and ensure that their marketing dollars are being allocated appropriately.
Unfortunately, just like in many industries, there are those who promote themselves as marketing experts when, in truth, they are simply executing a single advertising method. For instance, we all know that in today’s technology-based environment that we must have an online presence. And, based on your business model and your intent, being found online can an important factor in the success or failure of your business. Knowing this, many individuals and companies have been formed who will promise to give you first page rankings on search engines for a specified fee. This is an effective strategy when employed correctly, but make sure that you are working with a reputable individual or organization so you will not be disappointed with the results. In some cases, these people or companies will charge huge fees for a short term result, causing your rankings to drop again as soon as their engagement is completed. Even more worrying, is that some of these individuals and companies employ “black hat” techniques which can cause you to become banned from the search engines.
Everything of value takes time to build. You must create a solid foundation and build on that foundation for the structure to be solid. Do not be seduced by quick fix schemes; you will end up disappointed and poorer for it.
Do your homework when hiring your marketing consultant. Check testimonials and asked them about their methods, tactics, and techniques. And also, make sure that your personalities fit. There is no denying that we get along with some folks better than others, and you will not get your best results if you do not get along with the people with whom you are working.
Until next time…
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