16/06/2011

By Jason Sullock, New Customer Marketing Manager, Sage

Sage White Paper on Marketing provides guidance on how to promote products or services to existing and new customers and how software can help sales and marketing teams be more effective.

Here’s a snap shot of the marketing management whitepaper:

Marketing is the process of directing an organisation to be successful in selling a product or service that people not only desire, but are willing to buy. If you also capture details of how customers and prospects think and behave, it helps you deliver the right message to the right people at the right time - as efficiently as possible.

Why marketing matters

Marketing your firm involves more than simply advertising in a local paper. It requires research into all aspects of your market, your customers and your competitors. A marketing strategy should form a significant part of your business plan as ultimately it is the ability to sell which will make the difference between success and failure.

What is the need that your company serves and who are the people or organisations out there in pain at this very moment as a result of not having access to your product? And how do you differentiate yourself from your competitors? Identifying exactly who you need to target with which marketing messages will ensure you get the maximum returns.

Creating marketing momentum for your business isn’t nuclear physics, and it doesn’t need to be extremely expensive. However, it can require a significant investment of time.

Brand building

Your brand encapsulates every way that you want your business to be perceived by customers to set you apart from your competitors. Every experience your customers have with you should reinforce your brand, encouraging them to build a relationship with you and come back for repeat business.

The key areas that make up your brand include:

- Your business name and the name of your products and services

- Any slogan you use

- Your logo

- Your product packaging

- Any branded goods, such as promotional stationery

- The appearance and behaviour of your employees

- Your business website

If all of these are in line with the look and feel of your brand, each time a customer comes into contact with any of them the brand will be strengthened.

- Employees can be vital to maintaining your brand value. If your customer service is bad, the brand will suffer. Make sure the values you promote are fully understood by your staff

- Get regular feedback from customers to ensure that what you promote as a brand is in line with their perception of you as a business

- Make sure you keep it simple. And don’t promise what you can’t deliver

The Chartered Institute of Marketing provides sound advice on branding at: Marketing Resources

Download the full paper on: White Paper on Marketing

Twitter: @sageuk
Website: www.sagehello.co.uk

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