Small business owners tend to confuse marketing and advertising as the same thing. Advertising is a very important component of marketing but not the same. Marketing is the process of creating customer interest in products and services. Marketing generates the strategy that underlies sales techniques, business communication and business development. Marketing is the whole package and advertising is a component.

Advertising is an important element of the marketing strategy and probably the most expensive. Advertising is about sending messages about a company, its products and services. Advertising also includes putting together a series of methods to target viewers and interest them in becoming customers. Advertising includes placing ads, deciding what media to use, the frequency and the time the ad will run. Different types of media are used to distribute the ads. TV, direct mail, newspaper, Internet, emails, radio, magazines, text messages, flyers, billboards, etc. are among the different media used to distribute ads. Different media for different businesses, not all media is for everyone.

Advertising is simply a part of the marketing mix. The other parts include product research, product design, media planning, public relations, product pricing, customer satisfaction, customer support, and the list goes on and on. All these elements work independently but they all work towards achieving the goals and objectives set by the company, sell products or services and build market reputation. Advertising alone will not produce results and copying what others are doing will certainly fail. What works for some does not necessarily mean that it will work for others.

Advertising is not effective if proper research was not followed. Research is the understanding of needs and expectations of the clients. Designing of the product comes next and can be time consuming. Followed by advertising and sales. Marketing puts everything together as it creates strategies to succeed.

Advertising can become very expensive and worthless if not done properly and if important steps are not followed. Branding is important, but a logo does not guarantee sales, a logo represents the values and the reputation of a company and it takes time to build and to be recognized. Small business owners have to first invest time and money in knowing their clients, finding out their expectations and educating them. After getting to know their clients and building aggressively a database then they should engage in advertising and promoting their products and services. A complete marketing campaign will in this way be successful and generate sales.

As a small business owner, you most likely spend quite a large amount of time trying to discern new ways to gain customers. Marketing can be a fun or stressful business. They key is to understand the types of marketing.

Instead of sending your marketing budget in many different directions, you can choose a specific type and be consistent with it. You will quickly see that your marketing budget pays off much more quickly.

Here, you will find information on four of the main types of marketing. This way, you will be able to choose the marketing actions that will work best for your business. You will then be able to point your marketing budget in the right direction.

1. Blanket marketing is a type that is often used by larger business. Blanket marketing means that you spend money advertising to everyone. Many people choose to do blanket marketing by advertising in magazines or newspapers. You will not really have control of who sees your advertising, but you will have the potential to reach many people.

The downside to blanket marketing is that it can be quite expensive, and you could be wasting money marketing to people who may never become your customers at all. Blanket marketing is best for those who have plenty of funds available and who feel that they will be able to gain many customers from the plan.

2. Targeted marketing is a method in which you choose a certain demographic and only market to them. This could mean that you advertise to everyone in a certain area. Alternatively, you could advertise to everyone in a certain age range.

The great thing about targeted marketing is that you will have a much better chance at getting customers since you will be advertising to the types of people who would most likely become customers. The downside is that it will take a little legwork to determine who your target is and then find the right way to advertise to them.

3. Social media marketing could be called the new kid in town since it is relatively a young concept. With this marketing, you use any one of the many popular social media sites to advertise your company. You can also use a daily blog to garner business.

The downside to this type of marketing is that you will be sending your information out to many people who may not be interested at all. With blogs, you will have to take the time to keep the blog up to date. Otherwise, people may stop reading it.

4. The last type of marketing is not marketing at all. There are not upsides to this. It may seem like a way to save money, but when your business fails, you will actually lose a great deal of money. It is extremely important to find marketing funds within your budget.

Many people get confused about the role of advertising in the marketing mix so here’s a simple view of where it fits in.

In the traditional marketing model, we talk about the 4 P’s

o Product

o Pricing

o Place

o Promotion

The last section – Promotion is what we mean when we say you are “doing your marketing”. It’s your communications or your actual marketing activities.

But first, let’s get clear about the PURPOSE of marketing and why you want to get good at it.

“The PURPOSE of marketing or it’s biggest task is to

persuade prospects to visit you online or offline so you

can present your offer. Done well they come waving their

credit card and ready to buy so there’s no need for hard sell.”

Whenever and wherever you get in front of your potential market is your marketing opportunity – you are communicating or getting your message across.

You could say this started as far back as Babylon when the Town Crier was the only delivery method! They went around town shouting out to people to go to the marketplace and you went to the marketplace with your goods to “present your offer”.

With the invention of print and other technologies you now have a smorgasbord of delivery methods or media to reach people such as

o Print – newspapers, magazines, catalogues, newsletters

o Phone, mail, fax

o Radio & TV,

o Internet – through websites, blogs, social networking sites, email, video & Audio podcasts

o Teleseminars & webinars

o Mobile media – Blackberrys and mobile or cell phones

o And lets not forget in person public speaking and networking

Now that range adds a level of complexity. But choice is good and you don’t have to use all of these but they are available to you.

In any event you’ll either be speaking or writing. Simply narrow down what makes sense for you and your business and use your strengths to work out a plan.

JUST remember the marketing principles remain the same no matter the medium – so the PURPOSE of your marketing is still the same. To persuade prospects to visit you online or offline so you can present your offer.

So where does advertising fit into this?

Advertising is simply a subset of your marketing activities it’s the SALES function when you make the sales pitch or “present your offer”. This could be verbal or written in all the same media you use for your marketing communications. What adds to the confusion is sometimes big companies use image based ads for awareness so the “sales pitch” isn’t obvious.

But the primary purpose of advertising is to SELL.

So you create ads in one form or another and get them in front of your audience.

Small businesses can’t afford to waste money on image advertising that is designed for the masses to promote a well known brand. It simply isn’t designed to sell, NOW.

What I do and recommend is Direct Marketing which is based on one-on-one relationships and uses proven direct response advertising techniques instead of mass advertising.

The purpose of a direct response advertisement is to get a response, NOW! Which means these ads actually ask the prospect to DO something.

Whether you’re building a list, selling a product or service, an appointment or even something you are giving away – you still need to “sell” it to your prospect. And ask them to take the action you want them to take to move them through the sales process.

In a nutshell, advertising is a subset of marketing and direct response marketing and advertising is the champion for small business.

 

If you’ve been involved with online marketing for any length of time, you’re probably at least relatively familiar with the terms “article marketing” and “bum marketing.” If you’re not, don’t fret. This article will explain these two things for you. They’re actually really simple concepts to grasp, so it won’t take long for you to learn them. Then, we will discuss their current effectiveness (or lack thereof) as an internet marketer’s business model.

What Is Article Marketing?

Quite simply, article marketing is the process of writing simple articles and submitting them to websites known as “article directories.” Such directories include sites like EzineArticles, ArticlesBase, and GoArticles. At the end of each article you submit, you are able to include links back to your website (or landing page), where you make your offer.

What Is Bum Marketing?

“Bum Marketing” is a term that was coined a few years back by a top internet marketer named Travis Sago. It is essentially the same as article marketing, but incorporates the use of all types of free social media sites, commonly known as “web 2.0 properties.” In addition to the article directories, bum marketers will be submitting their articles to sites such as Blogger.com, WordPress.com, and the “big daddy” of the bum marketing world, Squidoo.

How Effective Are These Business Models?

The truth is, both bum marketing and straight article directory marketing were once incredibly powerful business models. All sorts of folks were making healthy online incomes using one or both of these methods. Unfortunately, if you fast-forward to a few Google updates later, the story changes dramatically.

You see, the name of the game in the world of free online marketing is to get your content ranked high in the organic results of the search engines, especially Google. And articles submitted to article directories and web 2.0 sites used to consistently rank on the first page of the engines, sending droves of free traffic to these articles, which would in turn send lots of great targeted leads to the marketer’s offer pages.

Sadly, this is no longer the case.

Today, self-hosted websites get the lion’s share of search engine love. This is not to say that article marketing and bum marketing techniques don’t still have their place. They most assuredly do. But their primary role has shifted dramatically.

Instead of using these particular strategies to send direct traffic to your money sites, it is now far more advisable to use both the article directories and web 2.0 sites to gain valuable, in-content, anchor text backlinks pointing to your self-hosted web pages in an effort to get these pages themselves ranking in Google and other search engines.

 

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