Some company managers believe that they have marketing if someone on staff is engaged in compiling leaflets or organizing corporate events, and the sales department works exclusively on a cold base. But this is not marketing, it is survival.
Marketing minimum
Full-fledged marketing rests on two pillars:
Formation of primary recognition – branding and PR ;
moving potential buyers through the sales funnel so that they buy from you and not from competitors – performance marketing .
For large companies aiming for 25% or more library shop of the market, new players or sellers of a unique and expensive product, it makes sense to invest more in PR and “supportive communications”. For the rest, to have a steady flow of applications to the sales department, the first thing to do is to use performance tools. Demand has already been formed – it remains to take warm buyers. In this case, the services of a contextual specialist are sufficient , who will adjust advertising to transactional demand (for example, *name of product group/product* + *buy*) or branded (for example, *brand name* + *price*).
Monthly investment amount: contextualist’s remuneration (minimum 80 thousand rubles + taxes and fees (30%) + Yandex advertising budget of at least 100 thousand). Total: from 200 thousand rubles (depending on the size of your market and already formed demand).
For some, these investments are enough. With 100 thousand rubles, 10 clients came at an acceptable cost – the sales department works on them for a month.
In this case, it is advantageous to cooperate with the contractor directly (in-house or freelance),
Rather than contacting an agency
Guaranteed leads for Aktion Marketing clients — from the first month of cooperation . We are interested in your success, because we earn only on fulfilling and exceeding the plan. Find out more .
Expanding the Sales Funnel
The problem with the approach described above marketing risks: how to identify and manage them is the limited supply of hot demand . There are far fewer “ready” clients than those who could potentially become buyers.
In modern marketing, you need to work on creating demand. To fill the sales funnel and turn some of the consumers who know about your brand and product into clients, you will have to multiply your investments.
But with the right approach, your profit will also grow
This is relevant for a complex product: it needs to ao lists be described in such a way that the client understands what exactly he is paying for. This can be done with the help of content marketing .
