Marketing is not Facebook, Instagram, or Google ads. Marketing as described by the American Marketing Association is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Let’s get into exactly what that means
Marketing channels vs. Marketing
Facebook, Instagram, Google ads, direct mail, etc… These are marketing channels and not marketing. Marketing is the act of targeting a specific persona in order to fulfill a certain need or want that they have. You use mediums such as google ads, direct mail, and social media to achieve your goal.
Marketing is much more than just throwing money into paid ads and just hoping for the best. It is about defining your goals and creating a strategy that can help you achieve those goals. Colors help to set a mood. Red, for example, helps promote passion, excitement, and intensity. While blue can instill trust, security, and wisdom. Color psychology can have a significant impact on how your audience perceives who you are. Elegance, love, intelligence, honesty, and power are certain traits people can associate with different colors.
Words are powerful
A simple change in words can mean the difference between converting a client and creating a lasting relationship. Would you rather buy a gym membership? Or Invest in a healthy future? Words can have a psychological impact on the way your message is received and interpreted.
People purchase with emotions
Emotions can make people do things they wouldn’t normally do. Are you sad? Then you should buy some chocolate ice cream to help cheer you up. Graduations, birthdays, and weddings all involve emotions. The better your message helps convey those emotions, the more likely you are to connect with your audience.
You just created a Facebook ad and spent over $100 dollars in one week but got no results. Does that mean that Facebook ads don’t work? Not exactly. Just throwing money into an ad won’t get you results. Figuring out who your audience is and creating a persona is the first step before getting started with any ad. If you don’t know who you are selling, to then why bother?
Everything done in a marketing plan should have a purpose. The colors, text, and emotions used can all help influence people in a positive and negative way. Defining who you are targeting can open up endless possibilities because that information should allow you to zero in on what your audience likes and dislikes. If you can focus on what they want and deliver a message that they believe in. You are one step closer to achieving a long-lasting relationship.