Marketing Uncovered: It’s All About the Sale, But There’s More to It

Posted on April 26, 2024

We are in the middle of an extensive overhaul of our marketing efforts, right down to building a new marketing team, website, and blog. Did I mention SEO? It’s got us learning more about marketing than ever in our 20-year existence. Marketing is fascinating and challenging, so I decided to share what I have learned over the last few months. It used to be easy. Back in 2004, you needed a website, a list of services, pictures, and open jobs; voila, you had marketing covered. Not anymore.

We need to understand what marketing is and what makes up a great marketing plan of attack. I began by trying to understand what marketing boils down to. At its heart, it’s all about selling and converting visitors to our website into clients. But before you jump to conclusions thinking it’s just about pushing products or services on people, hear me out. There’s a whole lot more going on beneath the surface. It’s like piecing together a puzzle where content, branding, and messaging are your key pieces.

Content

Your SEO Bait and Hook – Imagine content as the bait and hook that gets people interested and keeps them around. In the vast ocean of the internet, content makes people stop and look. Content is king, whether it’s a blog that pulls at your heartstrings, a video that makes you laugh, or an infographic that blows your mind. But it’s not just about grabbing attention. Quality content builds trust, shows off your expertise, and gently guides folks toward purchasing. It’s telling stories that matter, solving problems, and showing how your product fits into someone’s life.

Branding

More Than Just a Pretty Face – Branding isn’t just about flashy logos or catchy slogans; it’s about creating a vibe that people can connect with. It’s what your business stands for and what sets it apart from the crowd. Effective branding is like making a new friend who understands you. It creates a bond with your audience, making them feel like they belong with your brand. This emotional connection is gold because, let’s face it, we’re more likely to buy from brands that get us. When your branding hits the right note, selling becomes a breeze because you’ve already laid the foundation of trust and connection. We all buy from people who relate to us and vice versa.

Messaging

Convincing with Style – Now, messaging is where you make your move. It’s all about crafting your words to make people feel they need what you offer. Good messaging is like knowing exactly what to say on a first date – it highlights the best bits about your product in a way that matches what your audience is looking for. It’s figuring out their needs and showing them how your product is the missing piece. Messaging nails down the why, making it clear why you’re the better choice over anyone else.

Harmony of Content, Branding, and Messaging

When Everything “Clicks” – When content, branding, and messaging dance together perfectly, that’s when the magic happens. Each element plays its part, but together, they create a compelling story that guides people to the checkout or a reach out. These elements keep the narrative solid and transparent, from sparking initial interest to making the sale.

Seeing marketing as merely selling undersells the creativity and strategy behind it. However, recognizing selling as the end goal brings a sharp focus to our efforts. It’s about crafting resonating messages, building a brand that connects, and delivering engaging content. When done right, marketing leads to sales and builds lasting relationships that turn customers into fans. Effective marketing is about creating a seamless experience that leaves customers satisfied and ready to sing your praises. Remember, it’s not just about the transaction; it’s about starting a conversation that could lead to a long-lasting relationship. We are so fortunate to have some talented marketing partners in the Building Materials Industry. Much to my surprise, all are open and willing to help you establish your marketing plan at a reasonable cost that is easily offset by a well-thought-out path.

@BethPopNikolov @StefanieCouch @AbhiSingh @CraigWebb