As with any great art, success in marketing is a matter of mastering the basics. Here are 5 simple questions that lie at the root of what does marketing do for a company:

what does marketing do for a company

Who is our ideal customer?

To answer this question, one must review the customers that have bought in the past, either from yourself or other representatives. Look for the characteristics that identify a likely prospect. Write those down so you can remember them. Afterward, keep your eyes and ears open for customers that match that profile’s criteria.


How can we best reach customers matching that profile?

For this question, we must start tracking the time that you spend on various sales activities. Look for areas where you’re spinning your wheels or doing things that aren’t really connected to serving the customer. Then you should increase the amount of time you spend on really productive selling.


How can we best add value to that customer’s life, career, or company?

To answer this question, learn more about the customer’s business model and how your offering gets used in the customer’s environment. The best way to do this is to spend some time with a customer who is actually using your offering or an offering similar to your own.

How can we articulate that value to the customer in 15 words or less?

To answer this interesting one, write down your value proposition and then edit it down to something short and sweet. The most important thing here is that it must describe something of value to the customer – not just a description of your products and services.

Why are we better than the alternatives?

To answer this final one, familiarize yourself first with how your competitors are marketing their products. Tune your message (value proposition) to emphasize something that you do best and which is uniquely valuable to your customers.


What is marketing exactly?

The purpose of marketing is to research and analyze your consumers all the time, conduct focus groups, send out surveys, study online shopping habits, and ask one underlying question: “Where, when, and how does our consumer want to communicate with our business?”

Whether you’re a seasoned marketer looking to refresh your definitions, or a beginner looking to understand what marketing is in the first place, Digital has got you covered for inquiries.