By implementing the ‘right’ marketing technique you could see significant improvements in sales conversion, customer retention and gain a team that feels valued and that they belong.

Marketing has, in the past, been the subject of a certain number of common misconceptions. Simply, many believe marketing just doesn’t work, that advertising should only be about the ‘best deal’ and that PR is a ‘fluffy and flowery’ business concerned more with champagne-fuelled lunches with magazine editors rather than getting the job done.

This just isn’t so, after having to defend how important it is for a business, IWP Partner Kate Hardcastle is a weary witness to these misconceptions; “Many spend money on marketing that doesn’t promote the brand properly, is over-complicated, or is the wrong media for the message”

A finely tuned marketing team and the right brand disciples who develop and represent marketing and brand messages can be the difference between a good business and a great business. By misunderstanding the opportunities marketing really does hold, businesses fail to see the return on their monetary investments and often blame marketing itself rather than the approach taken.

Firstly, investment doesn’t solely mean pounds and pennies; some of the most valuable investment can be commitment of time and effort. More essentially, consistency will prove your strongest weapon, if your message is credible, convincing and consistent both internally and externally, you’ll find it much easier to implement marketing in an effective and receptive manner.

An indicative marketing trap is to think that a Brand is merely a new logo, brand runs deeper than this, and it is present at every customer touch point. Over the telephone, when a customer walks through your door, the products and services you provide and the leaflet they’ll take away. Each element that contributes to the customer’s experience will paint the picture of you and your business.

A brand is like a person’s good reputation, and unfortunately, there is no time limit on how quickly or how long it may take to build. The opportunity to be consistent, to know your brand and truly clarify your Unique Selling Points will help you to communicate the message efficiently, consistently and appropriately.

By allowing yourself to understand the mindset of your customer, you will come to understand the single most important element in the mix. By targeting the right customer, in the right way, you will be maximising your opportunities to sell.

Be careful not to misjudge marketing, bold claims like ‘marketing isn’t for you’ can lead you to dismiss an incredibly relevant business tool. Every business has a brand, it’s worth and value is the only variant. Invest in it and it will become your most precious commodity. And the greatest investment you can ever give is your commitment and time.