Back to basics for better marketing

Tish Pierce, owner of Pierce Creative Marketing Service, uses sophisticated marketing analysis programs to keep a close eye on the results of all clients' marketing plans.

Tish Pierce, owner of Pierce Creative Marketing Service, uses sophisticated marketing analysis programs to keep a
close eye on the results of all clients’ marketing plans.

Summer is winding down, vacations are becoming a memory and kids are heading back to school. As we return to a somewhat normal routine, it’s a great time to revisit a few marketing foundations. Building a successful business requires constant attention to marketing. If we must do it, let’s do it the right way.

 Strengthening your business foundation is first and foremost. If you don’t have a good foundation, it will be impossible to build your business. You must be able to clearly express your business purpose, your core values and the uniqueness of your service at any given time. If you are unable to do this, you customers won’t be able to understand or appreciate what your business is about.

 After your foundation is clearly defined, determine your customer’s needs. In route to that determination, you must converse with your customers frequently. Find out what is important to them. You may be surprised to learn that what you think and what your customers think are two completely different things.

 When you have defined your customer’s needs, outline why someone should come to your business rather than any other outlet for service or goods. What is unique, distinct and superior about your business? If you clearly articulate the unique selling proposition of your business, your clients will be much more disinclined to do business anywhere else.

 Commit to the goal of your business. Be very clear what your business does and does not do. Once you’ve committed to the goal, stay the course and go the extra mile to see that your goal is achieved. Your long-term vision should build confidence and certainty with each step of the process.

 The more your buyers and clients understand the meaningful reason why your business is better, they will take action and not only buy from you, but trust you and be more comfortable with what your business has to offer. By guaranteeing your goods or services, you will also reduce the “buyer’s remorse” that so many consumer’s encounter.

 One of the biggest steps in successful marketing foundation is targeting the right prospects. Don’t waste your time or valuable advertising dollars on anything else. Identify the crucial decision-making steps your target market will go through en route to finding your business and help them along the way.

 When you lay the best foundation possible, the results of your efforts will improve immediately. Here’s to building the best business that can be!

Tish Pierce, Pierce Creative Marketing Service (www.piercecms.com) Member of the Livingston Parish Chamber since 2006. Tish can be reached at 225-284.8231 or email info@piercecms.com.