A conversation with Eunice Nyandat, CEO of MyBizMarketer.com.
In the market for a marketer to help you sell more products and services? A conversation with marketer Eunice Nyandat, CEO of MyBizMarketer.com has given me insight into how marketing could or should work for your business, and what you should look for when seeking out an internet marketer for your team.
Marketing is the component of business development which makes the greatest impact in making people aware of our products and services and bringing them to the point of buying. In marketing, we typically refer to five areas – the product, itself, price of the product, how we promote it, the people we promote it to, how the product is positioned and how the product is distributed – 4 p’s and a d, if you will.
The other factor for consideration is how we get people to move through the buying process. An acronym for this is AIDA – make them Aware, create an Interest, bring them to the point of making a decision, then finally, getting them to take action. This suggests that marketing isn’t just advertising; advertising typically makes people aware that your company or your products exist. Advertising without the other components isn’t a good use of time or money.
When Eunice and her team are preparing to work with a client, they look at leveraging three resources to help that client build and execute of successful marketing campaign: digital marketing, analytics and technology.
According to Wikipedia, Digital marketing is marketing that can be used across electronic devices, such as computers, tablets, smartphones, digital billboards, etc., in order to make potential consumers aware of your product or service. Internet marketing – the use of online advertising – makes up a big part of internet marketing.
The reason for this is that digital marketing is agile and can potentially get the right message to the right market. For example, someone who reads the online version of an upscale magazine will be more inclined to be interested in an advertisement for a high-end watch. However, digital marketing can go further, by taking advantage of additional information about a consumer, such as age, education, geography, internet surfing and purchasing habits and sex. Scary, huh?
Analytics are the “facts” about anything that you are tracking. For example, when finished composing this article, I can look at the number of words in it, how long it took me to write it and how many revisions I have made. From a marketing perspective, analytics allows us to see how far we have penetrated our target market, with the goal of moving them through AIDA to close deals as inexpensively as possible. If you run a small business, your budget may be relatively small; analytics will help you get the greatest bandwidth out of your available dollars.
Technology is often the vehicle that marries digital marketing and analytics. Technology enables Eunice to set up and track the results of marketing campaigns. Tools her team might use include (but aren’t limited to – sworn to secrecy!) customer relationship management tools that allow her to capture consumer data, Google analytics, which provides all kinds of great information about consumer habits, MailChimp, the email marketing service that provides another level of analytics and others.
Eunice tells me that any of the three, independently, function. However, combing the three helps a marketer and a business leader make decisions. Decisions such as where to invest money, how often to do so, what types of vehicles are working, what aren’t etc. They also help a business owner understand more about their market, such as how and when they purchase, what their needs and desires are, how much they can and will be willing to pay for a good or service and demographic information. This, in turns, allows the marketer to refine the marketing message.
A final note: Eunice offers that a marketer, like any service professional, should provide you with two things: 1) accountability for the work that they do. While many marketers will be happy to hold you completely responsible for your results, a good marketer will be able to provide you with a solution that will help you accomplish your business goals. 2) As with any service provider, the return that you get from the increased marketing activities should far exceed the investment you make. This return doesn’t need to be limited to money, but rather, in the overall improvement of your condition or the value you’ve gained from purchasing that service.