Introducing DIY Marketing: How to Build Your Own Marketing Department

I'm starting a new category on the blog because I'm finally realizing that many small business owners would much rather do their own marketing then get professional help.  I completely understand that. 

No one knows your business as well as you do – and if you only had the process and the tools – there would be no better marketer of your business than you.  So – I'm going to give you the tools, the process and a few how-to tips in these sections that will help you get and keep customers you love that love you back.

Your Marketing Process is a Money Machine

Let's clear something up.  Marketing is a PROCESS, not just PROMOTION.  I know they both start with "P" but they are not the same thing.  A process consistently delivers what you assign it to deliver and promotion – just gets the word out.  So don't confuse the two.

Think of your job as marketing manager – as the operator of a money generating process.  Not CUSTOMER generating, but MONEY generating.  There is a difference.  You can have customers that COST you money – and that's not the point.  Customers that cost you money – can't pay for your new car or vacation or your kids college education – so we don't want any of those.

What's the Marketing Process and How Does it Make me Money?

1. Research: Figure out what you do best and get to know who your ideal customer is.
2. Segment: Group these customers into some categories.  Don't default to region or industry, that won't help you make more money or give them what they want.  Group them by what's important to them when they are buying what you're selling.
3. Target: Pick a segment or group you want to start with.  Maybe they are easy to work with, maybe they are most profitable, any reason will do.
4. Position: Tell them why they should buy from you – position yourself to provide what they want – not what they need.
5. Irresistible Offer: Pull together a combination of product, service, price, delivery and communication that makes what you're selling IRRESISTIBLE to them.
6. Build Loyalty:  If you have a customer base which likes to be involved – then build community and build loyalty.

What do you think?