Why Marketing Matters

Businesses have two basic functions: innovation and marketing. Most business owners focus on the innovation side of the company but in a world where there are so many companies making similar products, people are going to ask, “what makes yours so special?”

Innovation will never sustain a company alone, it will always be paired with marketing. In business school, the rule of thumb was 20/80 — 20% of your time will be creating, 80% of your time will be marketing your item.

Marketing is more important than ever in today’s market. With the world at our fingertips, a quick Google search can populate hundreds of search results for any item but with proper marketing, you will be able to bring your company to the front of the search. 

The new age of social media has changed the marketing game for the type of content customers want to see. They no longer want product shots from all angles. Now customers want to see how the product can be worked into their everyday life or see how these products are developed and made. Marketing can be used to make an intimate connection with your customer. Block out 30 minutes of your day to just simply engage with your customers on social media by answering direct messages, replying to comments, or going live to bring your community together.

Let’s look at Puravida Bracelets for example. They sell a very simple idea but put their own, innovative twist which has made them extremely popular among Millennials and Gen Z. Their Instagram is thriving but more importantly, does not solely consist of bracelet product shots. We can see the bracelets in use — girls loving their life and the beach, hanging with friends, unisex bracelets to share with your boyfriend, and showing us how these bracelets will enhance our lives. 

With 2 million followers, I’d say they are doing something right.

Taking the time to focus on sharing your product with the world will bring in more customers and ya never know, you might go “viral” as the kids say.

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