SEM Experts with analytical marketing activities are those that we need to know mainly:

  • the market in which we operate.
  • our competitors, both direct and indirect, what they do, how they communicate, what strengths and weaknesses they have, etc.
  • our potential customers or persons interested in our products and / or services
  • our economic and financial situation (marketing cost analysis)

To learn more about competitor analysis, read the article dedicated: Competition Analysis in 5 Simple Steps

Strategic marketing activities are those that allow us, once we have all the data and information taken from the analytical activities, to plan the marketing strategy through:

  • creating our objective differentiating message, which allows us to be perceived as the only solution in the eyes of our potential customers. A differentiated message could be, for example: a specific guarantee, a service that only we offer, a service made differently by competitors, etc. But this can only be defined after the completion of Stage 1 or analytical marketing activities.
  • choice and use of chosen channels and tools
  • defining the goals, we want to achieve (attention: increasing turnover is not an objective, but only a consequence of the objectives to be defined)

Marketing operations are those activities that, thanks to what has been planned in the marketing strategy allow us to attract potential customers with the aim of converting them into customers.

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Based on the type of activity, product, service and more, all those actions will be taken to establish a relationship of trust between us and potential customers. Remember that especially in Romania, people are afraid and therefore it is very difficult for those with whom we come into contact, to buy immediately.

Example 2 from real life - after the implementation of the marketing process

Now that I have defined what marketing means and its purpose, I will propose the same example made earlier, but with the difference that now we will implement the marketing process.

So, I do plumb and heating, and I decide that I want to sell air conditioning X as the summer season approaches. Previous summers have been very hot and humid, and what will come is perhaps worse.

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The difficulties experienced by those who did not have air conditioning in the house were mostly the following:

  • shortness of breath.
  • at night it is impossible to sleep.
  • for the elderly it was a cause of illness.
  • children especially infants adapt more difficult to high temperatures.

etc.

So, based on my potential client that I know and that I have already identified (through analytical marketing), I will create an objective differentiation message, specific to this offer, that can attract their attention and that is consistent with my already created differentiation (strategic marketing).

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I will use the tools I have defined (through strategic marketing) because now I know where I find potential customers, and where they are looking for information.

This way it will be easier for me to get their attention and thanks to my message of differentiation they will immediately know why I can do better compared to my competitors.

But all this is not enough, in fact, having implemented the marketing process within my business, I have already defined and created all my communication, informed and trained my team so that my potential client, in case he decides to delve into it before buying, that he has so much material and staff prepared to allow him to perceive me as the only solution to his problem.

So, in reality, not just an offer is enough: that is, the right message, to the right people, through the right tools, but a lot of work to reinforce what I propose, so that people can trust me over time and that I can enter their minds as a specialist in that sector.

Therefore, this will allow me to be chosen by them even if others have more economically advantageous offers than mine.

Think about it: do you always buy what is economically cheaper, or do you choose to buy based on other criteria?

The last note worth exposing in this study is that based on the product and / or service you want to sell, it is necessary to analyse the decision-making process of individuals.

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