Market your Business – Marketing & Advertising Basics

Two Categories of Customers

Those that KNOW you

  • Have done business with you before
  • Referred by a friend
  • Heard about your business
  • Have seen your advertising
  • Know your business name
  • Aware of your Brand

You’ve got to remind them of who you are, keep them interested, and continue to earn their loyalty!

Those that DON’T KNOW you

  • Looking for Any Business
  • No Particular Name in mind
  • No Particular Brand Awareness
  • No Knowledge of your business
  • N0 Referrals or Recommendations 

You’ve got to build your brand & identity, show your uniqueness and value, and highlight your reputation.

We call this the

THE KNOWN MARKET

and

THE UNKNOWN MARKET

You can reach these 2 types of customers through Marketing or Advertising

Two Types of Advertising

PROMOTIONAL / CREATIVE

Sellers Seeking Buyers

  • TV & Radio Ads
  • Magazines, Newspapers
  • Billboards, Direct Mail, Coupons
  • Online Display Ads
  • Video Marketing
  • Email Marketing

Promotional Advertising “creates” interest and “awareness” of your brand, products, and services. It creates a desire to buy or find out more.

Businesses Searching for CUSTOMERS

DIRECTIONAL / SEARCH

Buyers Seeking Sellers

  • Online Search Engines
  • Online Business Directories
  • Online Review Websites
  • Online Pay-Per-Click
  • Informational Websites
  • Business Website or Landing Page

Directional advertising is for people who already have a brand, product or service in mind and are looking for information or to buy.

CUSTOMERS Searching for Businesses

Promotional Advertising

CREATES BUYING INTEREST

Directional Search Advertising

HELPS BUYERS CONNECT WITH SELLERS