Building a business requires a unique balance of marketing and sales. These words are common in business, but they each hold specific meanings. In this article, “sales” will mean short-term, and “marketing” will mean long-term. Sales and marketing are fundamentally different but have the same objective and different timeframes for that objective. “Sales” is about right now; a 90-day deadline for a 10% increase in net profits.
However, a business reaps the benefits of a marketer’s work anywhere from 1-3 years after the implementation. Both are vital, however, it is very easy for companies to slip into a sales only mentality.
I want to emphasize how important it is to brand your company. These words sound very obvious when reading them, but how many businesses are ACTUALLY committed to practicing long term marketing every single week? I don’t even blame businesses that slip into being strictly driven by a 3-month deadline. After all, we all need cash flow to stay afloat; which is the exact reason why both sales and marketing remain so important.
“Sales” keeps you in operation and marketing makes sure your grandchildren’s children are well taken care of. Both mentalities need to deploy empathy against each other because I can’t say it enough times: each one is critical to success.
Marketing. It is the forgotten savior of your business. How do Nike, Ray-Ban, Apple, and Cadillac have cult-like followings for products that cost twice the amount of what some of their competition charges? They are four of the most powerful brands in the world. You don’t buy a Nike shoe for $149.99 because of it’s comfort level, you buy it because of the swoosh on the side.
How did Nike cultivate that sort of power? Marketing and dedication to everything that “Nike” means. That means week after week, for years at a time, being 100% committed to putting out the best content in all avenues of marketing. Facebook, Instagram, Twitter, TikTok, YouTube, your blog, your podcast, your website. All of it, all of the time. It’s being experimental with your campaigns and adjusting to the results that those yield to direct you in the future.
It is paying attention to the little things that aren’t always quantifiable to sales. For example, you’ve been posting excellent quality content on your business’s Instagram page for seven months now. While you haven’t seen a significant uptick in revenue, you’re starting to notice several comments on your last few posts versus the regular zero to one before you began months ago.
If you’re at this point, it’s time to double down. Dump more money into your social media team, hire better photographers, and try more giveaways. This is where the sales side of things gets upset with marketers: your marketer just “wasted” the last seven months and thousands of dollars for what has so far not increased the revenue of the company a proportional amount.
That’s okay, and also why it’s so important to understand that a good marketer’s time frame is… years, not weeks or months. If your company can get to the point outlined above, you are quite literally on the brink of greatness. More people are talking about your brand, more people are interested in what your brand has to say, and more are willing to openly discuss it to the general public, which most likely means they are telling their personal friends as well. This is where marketers shine.
It is the things that we don’t necessarily see that are a direct result of a marketing mind. How and why did @joeshmo99 on Instagram tell his friend about an interesting post by your business? Your marketing team put in several months’ work and one of those posts inclined Mr. Joe Shmo to tell his friend.
These are the building blocks to longevity. If you can maintain that long term mentality for as long as possible, your business will reap benefits long after you’ve moved on. Marketing is how you create a legacy.
Marketing requires an upfront investment, while sales demands to have more money flowing in every day. There’s natural friction as the marketing team eats a portion of the budget, while “sales” is desperately trying to keep money coming in.
However, out of that friction comes the diamond. None of this is easy, but the strategies have been outlined for us through history. We just have to act.