Marketing is complex because it’s comprised of many different disciplines, strategies, and tactics. As a result, you have to have a basic understanding of how it works. Learning how to copy write well takes years of dedication and honing your craft, as well as being knowledgeable in a few strategic areas.

What is marketing?

Marketing is more than just developing a professional-looking website and waiting for customers to arrive. Marketing is the act of encouraging people to do something which you want them to do. It covers how businesses try to convey the message that their product is the best way to satisfy your needs. The main points to keep in mind about marketing are:

  • Marketing is an ongoing process. One project is not enough.
  • Promotion is just a part of a larger marketing strategy. It’s best to work on promoting your business right after you’ve come up with your marketing strategy.
  • Marketing starts with comprehensive strategy, i.e., deciding the direction of a business and then finding ways to accomplish it.
  • Marketing is the process of planning strategies that will encourage a sufficient volume of sales and a high enough price to keep profit margins good.
  • After calculating your costs of production, you need to work out how you are going to make your products available and accessible.
  • Product development, pricing, and distribution are three critical factors in promoting your products.
  • Marketing is a process that requires a lot of time and thought before any promotion can take place.

Understanding the Marketing Mix and the 4 P’s of Marketing

In any marketing campaign, there are four key things to manage: product, price, promotion, and place. Tactics and channels change, but the fundamental ideas behind marketing never change. To create a more organized structure, some businesses use a more organized structure of the 7 Ps.  But now that you have a basic grasp of how marketing works, these four will be enough to demonstrate how it operates.


A company can either sell a physical good, or it can sell the service of something else. There are a few things to consider in regards to marketing:

  • How many different products should you sell? For example, a car manufacturer might strategize on which vehicle categories to build (such as whether to build family cars, SUVs, crossovers, or pickup trucks).
  • How can you package or present your product to have more appeal? If a car company makes floor mats, should they come in a box? A bag? Something else?


“How much do things cost?” is a very broad question. While that’s a fair point, there’s still more to it. If marketing is all about taking profitable action, then prices need to be set at a level that can be supported. Here are some marketing considerations to keep in mind while considering the price:

  • How much is the product being sold for? It requires some research, usually done by economists or business analysts, to determine what people are willing to pay based on the demand for the product.
  • What discount should be applied at which time? If you want your product to sell more copies, should you put it on sale at certain times of year?
  • Do you give customers options for how to pay? A dealership might offer financing, rather than expect you to pay the full price up front.


If you launch a product but no one buys it, has it even launched? Of course, but if it isn’t selling, it’s just taking up space. If no one knows about it, then it won’t sell.

  • What marketing channels will you use to promote the product? Online and offline channels are both essential for most companies.
  • Who will be responsible for the promotion and how much will they be spending? The most effective way to sell your product isn’t just online, online, online.
  • Is there something specific that needs to be communicated? What copy and verbiage will help our product stand out from the crowd?


The right product needs to be in the right place for people to find it.

  • Is the product distributed online, offline, or both?
  • Will the product go to all regions? Or will it be limited to certain countries, states, counties, or cities?

Basics of Marketing 101 for Businesses:

The key to effective marketing and building a successful and growing small business understands what works and what doesn’t. It’s harder for small business to win over their customers because the small businesses don’t have the same resources to execute campaigns. Let’s talk about a framework for bringing you the ideal customer. Lots of businesses are starting to use it, big and small, and you can use it too.

Why Marketing 101?

There are businesses and marketers out there that will sell you the moon if you’d just buy their secret method/software/technique to achieve success in marketing and sales. Small business owners have better things to do than sort out the truth from the trash. You’re not alone if you ever find yourself feeling overwhelmed and confused. This is a review of the most fundamental marketing concepts a small business owner must know. Marketing is a science, and the best marketers invest in marketing education and keep up to date on marketing research. Just like with other sciences, the more you understand the basics, the easier it becomes.

Key Points of Modern Marketing 101 to Understand:

When you spend a small amount of time researching marketing, you will find references to the different areas of marketing. Here are some resources to help you do what you do:

  • Content Marketing:

The hype around content has been growing steadily for years. It’s about time that you join in and start using content marketing to help and inform your customers. The main idea behind content marketing is to provide your audience with helpful information. This accomplishes the following goals:

  • Grabbing an audience.
    • Creating authority.
    • Driving sales.

The idea of content marketing will actually grow to include more than just blog posts and videos.  Copywriting includes things like blogging, webpage content, email, social media, video, eBooks, or any other type of digital content used for marketing. A print piece is still an important part of most marketing campaigns.

  • Email Marketing:

When it comes to driving conversions, email marketing is tough to beat. According to a variety of reliable sources, search engine marketing is estimated to drive anywhere from 3,800% to 4,200% ROI.

  • Social Media Marketing:

Your organic reach on popular social networks is declining, but that doesn’t mean that there isn’t still great value to be had with paid advertising on social media. It is useful for creating a name for you, connecting with people, and giving your stuff exposure.

  • Online Video Marketing:

There are over 400 hours of videos uploaded to YouTube every minute. This made me wonder: Why is that? And why is it that it’s even bigger than Google, which owns YouTube, and even bigger than Bing and Yahoo combined? There are certainly other video platforms out there for marketers to know about. Wistia is the industry standard for video hosting, while Vimeo is a good choice for creative types.

  • Advertising and Pay-Per-Click

You’ve probably used search engines to find products, but have you ever noticed the ads at the top of the page? Those are pay-per-click (PPC) ads. PPC advertising has been helping marketers successfully promote products and services since the 2000s. It’s also great because you can see exactly how much you’re spending vs. how much revenue your advertising efforts are generating.

  • Search Engine Optimization:

Search engine optimization consistently drives more search engine traffic than most other tactics or channels. Search engine optimization is a process of structuring content and executing other tasks that help improve your site’s search engine rankings, pulling in an audience that’s interested in the topics your site covers, and the products your company sells.

  • Public Relations:

Although there are so many new and flashy tactics and channels, relationship-building still remains essential for effective marketing. Good PR is the art of managing perceptions and relationships, which result in thinking positively about your brand.

  • Influencer Marketing:

Why talk up your product yourself when others can do it for you? Influencer marketing is working with popular people within a given niche or industry to put your products in front of their audiences.

Developing a Marketing Strategy

Marketing is about moving people toward action:

  • What type of person are you trying to reach?
  • What exactly do you want them to do?
  • What will you do to make them take that action?
  • How will you measure marketing’s impact on the outcome you want?

This framework will be simple to understand and also hard to execute. Strategy and planning are essential for success. It’s important to get them right. The following stats clearly show how Ecommerce is a booming industry, and that it is a great business model.

Here are a couple of reasons why the strategy behind a business is so important:

Marketing is like taking a trip. Though you could just jump in the car and start driving, that lack of direction would almost certainly result in getting lost or running out of gas. Always follow the map your GPS gives you. If it has bad directions, you’ll drive around indefinitely and never get anywhere meaningful.

After getting a strategy, you’ll have a plan and understand what you’re doing and why. When that happens, it will be easier to focus on the task at hand and accomplish your goals more successfully.

Yes, You Can Do It—Make Your Marketing Awesome:

When you run your business, it requires skill and focuses to make sure it runs stably. Marketing basics are well worth the effort because they contribute to long-term stability and success. If you have any questions about marketing, please let us know in the comments below (or contact us). Please be specific when asking questions, so we can give detailed information in response. We like to share helpful advice and direct you toward useful resources.

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