The 3 Fundamentals of Marketing You Probably Forgot About (The 3 C’s)

These days it’s rather typical for a business owner to get lost when it comes to marketing. There is so much going on that changes every day that not even a seasoned vet like myself has the time to keep up with every single new technique, platform, or god forbid social media tool. This usually means DOOM for the business owner who hears these buzzwords and assumes that these tactics will auto-magically work for them. I see it every day – the dude who thinks sharing his activities on Facebook or Twitter is going to mean new customers at the end of the day.

Not that those platforms don’t work, but it’s the underlying principles behind their use that usually gets someone into trouble. Most go into a new tool or technique thinking that the tool in itself is what makes using it successful to the person behind the controls. In other words, people think that just having a Facebook page or putting pictures on Instagram or “doing SEO” is enough to make them successful at marketing. This is very far from the truth.

I often find myself reminding business owners that the fundamentals behind marketing have never changed, just the way we use them has. Keeping things simple in this complicated technical world has worked for me and if you’re smart you’ll make it work for you. Use the 3 C’s of marketing fundamentals in your campaigns to make sure you’re using these tools properly and effectively and you’ll be prepared for any new marketing technique that comes your way!


story

Concept

You have a product or service, and now you have to get the word out about it. You hear it all the time – what’s your USP (unique selling proposition)? Your elevator pitch (you should be able to explain your product or service in the time it takes you to take the elevator a few floors)? Your 30 second sale (self explanitory)? This is where marketing starts. You need to have a story about your company and a clear message about the benefits your product and service brings to the table. Without one you’ve already failed.


billboard

Communication

OK so now you have a message right? The next step is using various tools and vehicles to get your message across to an audience. THIS is where your website, articles, videos, Facebooks and Twitters come in to play – they are the tools you can use to get the word out. If Step 1 isn’t working then nothing you do here will matter – you can’t force a message down people’s throats and expect it to just WORK. The story has to be a good one and the message must make sense. How you TELL the story, using everything from ad copy to analytics to keywords is the art of using the communication tools out there to get your story read, heard, and digested.


cash

Conversion

Finally, after you have explained the concept behind your product and service using a method of communication, you only have one step left – converting that person into a customer. In other words, asking for the sale! Let’s say you’ve run an ad campaign on Facebook. After someone sees the ad and clicks on it, what happens? If you’re using these 3 fundamentals properly, you’re taking them to a landing page that entices the visitor to do something – either purchase a product or fill out a lead form. Or quite possibly you ask them to do something to continue the communication, like signing up for a free product and having them join an email list where you can continue to communicate the concept to them until they convert into a customer.

When you boil your marketing down to these 3 fundamental concepts, things start to make a lot of sense. Is your campaign using this basic process in some way? Sometimes taking a step back from all the noise is a great way to look at what it is you are doing and to remind yourself what’s important. Take some time today to evaluate your own marketing campaigns and make sure your concept, communication, and conversion tactics are in the right place.

Eric Hebert

Founder and Lead Digital Strategist