Not only for most of the starting entrepreneurs, but also for many veterans in business, marketing and sales, marketing and paper ad, marketing and follow-up phone calls are not different.
But it is not limited to that. It includes contextual dynamics of business, market, people, beliefs, and values. All kinds of marketing starts with identifying the right target audience.
Life cycle of marketing starts from the first link from the defined target audience. The marketing cycle continues from the form of knowing about you, your business or your product or service may be through word of mouth, brochure, information in your web site, then online real-time live chat with the available live person, convincing to buy your product or service and way beyond that until you make the customer, your loyal customer and ultimately converting the customer as your partner.
Theodore Levitt, the famous Harvard marketing professor, said “The marketing process consists of a tightly integrated effort to discover, create, arouse, and satisfy customer needs.”
Seth Godin in his “must-read” book “Permission Marketing : Turning Strangers Into Friends And Friends Into Customers” refers to the marketing process as one of converting strangers into friends and friends into customers.
The marketing process should not start with generic strangers but with “Needy strangers” – people who are willing to buy what you are offering. Convert these needy strangers first into friends, then into customers.
But don’t stop there. Ultimately, you want to convert these customers into partners. If you have not read the following books from Seth Godin, grab those today. Those books changed my perception of marketing completely and made me ready for today’s world. We would recommend the bestselling marketing book of the decade – “Purple Cow: Transform Your Business by Being Remarkable”, “All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World”, “Word of Mouth Marketing: How Smart Companies Get People Talking” and his latest – “The Dip: A Little Book That Teaches You When to Quit (and When to Stick).”
You may discover that there are some principles without knowing that there is a scientific basis for why they work.
Robert Cialdini in his “Influence: The Psychology of Persuasion (Collins Business Essentials)” gives detailed scientific proof explaining why certain marketing principles that have been practiced for years always seem to work. With this information, a marketer can design powerful marketing programs to take advantage of innate human tendencies.
While you’re shopping on the Internet for one of the best books in marketing, you should also put into your shopping basket a copy of Cialdini’s book. It is excellent.