What is B2B marketing? Overview of business to business marketing. Plus the five biggest mistakes!

B2B Marketing

What is B2B marketing? We cover an overview of business to business marketing, including a definition and go over the five biggest mistakes!

What is B2B marketing? If you have asked the question, “what is B2B marketing?”, you’ve come to the right place! If you’ve ever asked yourself: “Am I in B2B? Should I be in B2B? How do I make money in B2B marketing?” I’m here to answer these questions for you. There is a lot of misconceptions in the area of business to business marketing, lets clear them up in this video!

I go over what B2B marketing is and a definition of B2B marketing. We cover the five biggest mistakes people make in B2B marketing. Lastly, I’m are going give you an activity for you to start building insights about the customers of your company to help you to serve their needs better.

Key Moments in this Episode

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00:00 Introduction 01:06 What is B2B Marketing?

01:48 Simple definition of B2B Marketing

02:28 Assess your business against marketing template

02:48 The five biggest mistakes in B2B Marketing

02:55 Different type of content is required in B2B

03:24 Speaking to different types of influencers

04:04 Need to market to more than one person in the buying process

04:55 B2B marketing must recognize a different set of buying emotions

05:50 B2B Marketing may rely more on personal interactions

06:48 Free marketing video

06:57 Book a strategy call

07:58 Activity to gain insight on your B2B customer

08:45 Conclusion

If you like the content in this video and want to learn more about marketing techniques and tools to grow your business, I ‘ve got a free video for you, just head over to stepstogrowth.com and you can check out that video here: https://marketing.stepstogrowth.com/free-video

Get in touch with us:

 

 

What is B2C marketing? Overview of business to consumer marketing. Plus the two biggest mistakes!

B2C Marketing

What is B2C marketing? If you have asked the question, “what is B2C marketing?”, you’ve come to the right place! If you’ve ever asked yourself: “Am I in B2C? Should I be in B2C? How do I make money in B2C marketing?” I’m here to answer these questions for you.

There is a lot of misconceptions in this area, lets clear them up in this video. I go over what B2C marketing is and a definition of B2C marketing. We cover the two biggest mistakes people make in B2C marketing. Lastly, I’m are going give you an activity for you to start building insights about the customers of your company to help you to serve their needs better.

#marketing #whatismarketing #marketingplan #b2c #b2cmarketing

How to make a brand I 10 step process to make a brand – build a successful brand for your business!

I cover “how to make a brand?”, with my simple 10 step process to make a brand. If you are looking to build a brand from nothing and create a brand that is successful for your business – this is the place to start!

My 10 step process of brand identity design and brand strategy is a proven framework to build a brand from scratch.

Understanding branding basics and fundamentals to know that a brand is the sum of everything a company does, will drive many of your business decisions. This video covers branding principles that can be input into a brand vision, brand strategies and brand design as part of branding within marketing – to get business growth!

Watch and Enjoy!

Gareth Flood

MAKE AND MANAGE A BRAND – FREE TEMPLATES! Brand development “Rules” and “Traps”. The 10 step process to make a Brand. The 11 step process to manage a brand on an ongoing basis: https://marketing.stepstogrowth.com/processes-to-make-and-manage-a-brand

Key Moments in this Episode

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00:00 Introduction

00:23 How do you make a brand? Ten step process

00:53 The high level questions that must be answered with your brand

01:42 The first step: Brand Purpose

02:33 The second step: Brand Mission

02:49 The third step: Our Customer

02:59 The fourth step: Customer Insight

03:33 The fifth step: Rational Benefit

04:25 The sixth step: Emotional benefit

06:02 The seventh step: Reason to believe

06:24 The eighth step: Differentiator

07:23 The ninth step: Brand personality

07:25 The tenth step: Brand essence

09:25 Ways to develop and test your brand

10:42 Conclusion

Branding principles and brand fundamentals: Brand Development RULES and TRAPS. Branding 101

Branding principles and brand fundamentals in building a brand. I take you through some of the development rules to follow and traps to watch out for in developing your brand.

I also recap, what branding is, in easy branding 101 language. My aim is to get you an understanding of branding basics and fundamentals. Every business wants marketing led profit growth and a strong brand can help make you a customer’s preferred choice.

Understanding branding basics and fundamentals to know that a brand is the sum of everything a company does, will drive many of your business decisions. I will cover branding basics, so you know what branding principles are that can be input into a brand vision, brand strategies and brand design as part of branding within marketing – to get business growth!

 

Watch and Enjoy!

 

Gareth Flood

 

Key Moments in this Episode

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00:00 Introduction 00:38 Definition of a brand – What is a brand?

01:18 Making a brand/developing a brand – development rules

05:55 Making a brand/developing a brand – development traps

09:14 Marketing Growth Nation Facebook Group

11:12 Conclusion

If you like the content in this video and want to learn more about marketing techniques and tools to grow your business, I ‘ve got a free video for you, just head over to stepstogrowth.com and you can check out that video here: https://marketing.stepstogrowth.com/free-video

What To Watch Next:

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Marketing 101 I Introduction to Marketing 2022 I principles of marketing https://youtu.be/Vwqt5_zxSSE

How to create and write a marketing plan. A step-by-step guide, assessment tool and case study.

The video for this article is on YouTube.

So, you need a marketing plan, or you need to revise the one you have as the current version is just not good enough. What do you put in the plan? How do you structure it? I’m going to cover the 6 elements that make up the basic contents of a best-in-class marketing plan

1) In this article I’m going to show you the 6 minimum elements that make up a great marketing plan, and why you need each one.

2) I’m going to show you a simple tool to evaluate where you against these topics.

3) Finally, I’m going to let you know about a free case study that shows what is possible if you execute these 6 things correctly.

The 6 topics that make up the marketing plan

Understand your Customers

  • This critical starting point is your first step towards an effective marketing plan, as it helps you to make decisions about what to do – based on what your customer’s needs are and fulfilling those needs in order to create a successful business.
  • This is the foundation – Understand your customer, using techniques like “customer journey” to know who the target customer is and gain insight into what they do and why they do it.

Analyse your Market and Business Situation

  • Analyse market information, competitor, and your own company data to identify opportunities for growth.
  • With thorough analysis, using a structured process, you will achieve a deep and objective understanding of the key information on the market, competitors, and customers to enable you to distill insights, identifying issues and opportunities for your business.

Identify Issues and Opportunities

  • Based on external and internal insights, connect multiple information sources to uncover what issues and opportunities there are and what actions are required to achieve business success.
  • By summarising the key issues and opportunities for your customers and market, you can focus your resources on the RIGHT opportunities to maximise growth with minimised risk.

Develop Effective Plans

  • Develop the Annual Marketing Plan – set Objectives, Key Performance Indicators, create the Marketing plans and calendar of activities to drive business growth. Developing the plan is the integration of all elements of the marketing mix including product, brand, pricing, promotions, and channel management to support the strategic focus of the business. End result is tangible action plans and communications that will drive implementation in the market.
  • An effective plan determines where to focus resources to maximise profitable growth and meet business goals over the medium and long term, without a quality plan, you will be stuck in chaos, with no growth.

Implement the Plan

  • “Implement the Plan” is about excellent execution of the plan in the market to deliver an involving and integrated experience across the customer journey to drive growth in line with strategic goals. It is working with customers, influencers & consumers to activate the main Marketing levers effectively:
    Product/portfolio
    2.Pricing
    3.Place/Channel
    4.Promotion
    5. People
  • Without great execution of the plan, a great plan won’t deliver results..

Track, Measure, and Review your Outcomes

  • Monitor the progress and effectiveness of Marketing activities, and adjust where needed.
  • This ensures the Marketing plan delivers maximum value for your customers and delivers the business objectives. It also allows your business to learn and improve for the next iteration of the Marketing plan.

 

Now, a simple tool to evaluate where you against these topics, download free template at this link:

https://marketing.stepstogrowth.com/marketing-assessment-template

Tells you where you are now and what you need to do next.

So, if this has sparked the need to either write your marketing plan or revise what you already have, and you want to see what is possible by doing all these steps properly, I have a free case study with a number of examples, simply go to this link below, (and on screen) or my website at stepstogrowth.com to see the free case study video. It will outline how to get you a marketing plan or improving your marketing plan, as fast as you are able to work it. The link is https://marketing.stepstogrowth.com/free-video

 

 

Can a brand drive business performance? Can a brand drive business profit?

https://youtu.be/4Tc6DhV1owQ

#brand #branding #marketing Can a brand drive business performance? Can a brand drive business profit? I look to answer these important questions as you develop your brand strategy as part of your overall marketing plan. I recap on what a brand is and what it does (link below), to give a brand definition, and how a brand can drive business performance and profit, then I go through two case studies of Pepsi and Nike to show how this has been done. This is important input as you develop your brand purpose, brand vision and brand strategy. Branding your business and continued brand building is an ongoing effort as part of your marketing plan, and with an understanding of branding basics and a proven framework to follow to make and manage a brand – anyone can use a brand to drive business profit.

Watch and Enjoy!

Gareth Flood

Key Moments in this Episode

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00:00 Introduction

00:33 Recap: What is a Brand?

00:40 How brands drive business performance

01:13 Two case studies of companies doing it well: Pepsi and Nike

02:25 Pepsi case study

06:52 Nike Case study

10:40 Do I need a brand?

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If you like the content in this video and want to learn more about marketing techniques and tools to grow your business, I ‘ve got a free video for you, just head over to stepstogrowth.com and you can check out that video here: https://marketing.stepstogrowth.com/free-video

What To Watch Next:

========================

What is a brand? What role does a brand play in business? https://youtu.be/WpHjryYjzdg

ACCESS MY FREE RESOURCES BELOW

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MARKETING ASSESSMENT TEMPLATE If you want to assess your business against the key processes of marketing, to find where you are strong and what you need to fix NOW, get a FREE marketing plan assessment template (PDF), by clicking this link: https://marketing.stepstogrowth.com/marketing-assessment-template

POWER WEB INFLUENCE TEMPLATE How to get more POWER and PRODUCTIVITY in marketing, your career and personal development – The power web or web of influence used to map stakeholders, employees, organizations according to power and trust levels in a matrix. https://marketing.stepstogrowth.com/optin1644925228429

PERCEPTUAL MAP TEMPLATES How to do perceptual mapping in marketing. https://marketing.stepstogrowth.com/free-power-perceptual-mapping-template ========================

PS – Whenever you are ready, here are the best ways I can help you further… 1) Free resources section of our website: https://stepstogrowth.com/resources 2) Join the Marketing Growth Nation Facebook group to join the conversations and learning about Marketing Led Profit Growth: https://www.facebook.com/groups/867169533874436 3) 1-on-1 Marketing Coaching and Consulting: https://marketing.stepstogrowth.com/free-video

ABOUT GARETH FLOOD

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Gareth Flood is a Marketing professional with over twenty years of experience and a principle at Steps to Growth Ltd. Who we are: A team of Marketing professionals who have worked across industries in businesses of all sizes – passionate about helping businesses grow with our proven marketing framework and tools. What we do: Provide easy to implement and cost-effective marketing tools and techniques to take your business to the next level. Pick what you want, when you need it, with additional help always available to you. https://stepstogrowth.com ========================

#branding #brandplan #brandstrategy #marketing #marketingplan

Introduction to Marketing: What is Marketing?

INTRODUCTION TO MARKETING: WHAT IS MARKETING?

 

Welcome! From all of us at Steps to Growth Ltd.,  we are delighted that you have become involved in Marketing.

This article “Introduction to Marketing: What is Marketing”, is the first in  a series of ten articles that give an overview of what Marketing is and the importance of the Marketing Plan to your business.

The aim through these articles, is that at the end, you:

  • Appreciate what Marketing is, the value it can bring and how you can impact your business with the power of Marketing.
  • Feel comfortable talking about Marketing concepts.
  • Know some of the key tools and terms of Marketing.

SO, WHAT IS MARKETING?

Companies often spend much of their time focused on day to day sales activities.  This is great, but can mean opportunities to grow and develop the business longer term are often neglected.

To ensure a business continues to be successful, it is critical to look at the bigger  picture, finding opportunities to improve the customer offer and grow and plan for  the long term.

Some examples of how you can do this are:

  • Gain insight into your target customer and competitors
  • Identify wider market opportunities
  • Generate new prospects or opportunities
  • Monitor and measure business health and progress, and amend your activity in response to your learnings.

Marketing is often associated with  advertising and visual identity. In the digital world, people often talk about “reach”, “clicks”, “likes” etc. But there’s so much more to it than posters, point of sale and your “presence” online….

With a good understanding of what  customers want, delivered in a creative way,  Marketing can help us all focus on what  really matters to customers and as a result  – deliver business growth.

DEFINITION OF MARKETING

A definition from one of the Greats…

 

My simple definition, that has served me well:

Those companies that do this better than the competition – win!

THE VALUE OF MARKETING

Overall the role of Marketing is to:

  1. Understand your customer, including who they are, what they do, and why they do it. This critical starting point is your first step towards becoming a good marketer, as it helps you to make decisions about what to do.
  2. Develop products, services and experiences that meet your customer’s needs, and then promote them so your customers know that they’re available.

  3. Track progress and adjust your offers appropriately, so they continue to deliver what the customer truly wants. Marketing teams are responsible for the Customer Value Proposition (CVP); from insights, to development to delivery and ultimately providing business growth.

MARKETING IS A PROCESS

Many in the Marketing world, academics and agencies love to make things more complex than they actually are…

The reason for this is they then get to charge you money to explain it to you or do the job for you.

Rather than being some mystical, esoteric “thing”, what most people miss is that Marketing is a PROCESS, based around finding customer needs and filling them.

with an easy to implement, step-by-step framework, anyone can cut through the “woolly jargon” to create a quality Marketing plan that delivers business growth.

We hope you have found this short introduction useful. In the next article, we will cover an important element of Marketing: The Power of Brands.

www.stepstogrowth.com