The purpose of your marketing is to introduce customers to your brand and products

When dealing with the #FUFISM marketing philosophy the first thing that you need to understand is that   marketing is a complex issue and there are a few basic elements that each need to be integrated into your holistic marketing plan in ways that they complement each other and support each other, in their individual efforts to achieve many small steps in separate but interconnected conversion funnels, where all paths lead to the sales team getting good results.

One must remember that marketing is in place to generate sales, improve awearness or improve social interactions between company and public entities.

 

Some marketing may be just to get a prospect to read more about your stuff, and some may be to get your brand under the eyeballs of your intended target market, so that they may think of you in the future when they are ready to buy.

 

Marketing has many stages, and some are not so obvious.  Some stages of marketing are put in place to act as a base  stage of a conversion funnel,  and are very wide and at first glance appear to be PR stuff (public relations issues)

 

Your marketing staff  should thus be seen to be subservient to the sales team, but in many corporate structures this is not true, and marketing staff rule the roost and get the biggest share of the budget.  One often gets the marketing team dictating to the sales team what they should be doing, and marketing folks tend to have higher education levels, which gives them boosted egos, and makes them believe that they are in place to dictate to the sales folks how they should be behaving.

I find this very disturbing when dealing with big business, and have decided to step out of the big business consulting arena because of this misconception that causes many strange and unnecessary arguments between me and the marketing team.    

 

I do not like arguing with,  or trying to convince hard headed fools that they need to catch a wake up, and join the new age of integrated  marketing where online marketing has changed due to the impacts of Google Humming bird, and subsequent search algorithms which influence SERPs or Search Engine Results pages.

From a FUFISM based marketing perspective there are 5  major marketing elements that need to work together as a team, and act as an integrated\ marketing support base for the sales team.  In my personal view these 5  elements are :

 1) your off line marketing which includes but is not limited to

• the print media, where news paper and magazine articles are the primary  base
• radio and audio visual marketing projects
• Person to person marketing at road shows and trade fairs as well as industry specific conferences and forum meetings

 2) Your web site

3) your blog

4) your social media marketing efforts

5) last in the list but most important : the psychology of marketing

Now this is where I get stuck and all worried, coz now you need to document how these 5 elements fit together as well as  how they are expected to interact with each other, whilst supporting each other, and I have an allergy to documentation, and often neglect to  document my work.

Failure to document your work, and have proper well thought through plans, policies and procedures in place (which are documented) is planing to fail in your marketing efforts.

You need to document the purpose, aims, objectives and intent of each of these 5 marketing elements, and ensure that your documentation includes policies and procedures on how, and why they will work together as a team with each other.

On thursday, 23 July I wrote a post discussing the purpose of your web site on the 4u brand blog which you should read  as there I also discuss issues around documentation of your work.

earlier today I wrote a post on the purpose of your blog and also discussed the importance of documenting your work, as well as the purpose, aims and objectives of your work. which you can read here

Enjoy and thanks for reading my post. A comment and share will be appreciated.