NCET Biz Tips: Back to the Basics of Marketing

NCET helps you explore business and technology

By Andrea Quiruz

Andrea Quiruz

Kobe Bryant, arguably one of the best basketball players of all time, is well-known for his commitment to mastering the fundamentals of the game. At a recent WIN networking breakfast, motivational speaker Alan Stein Jr. emphasized that Bryant practiced the most rudimentary basics of the game virtually every day throughout the duration of his illustrious career.

As a business owner or marketing professional, can you say you’ve consistently devoted time to practicing the fundamentals of your trade?

The great Kobe Bryant is proof that mastering the “basics” and executing them to perfection repeatedly will go a long way toward producing your desired results. While we won’t all skyrocket to stardom and seven-figure contracts with the Lakers, employing daily or weekly practices toward marketing fundamentals can contribute to incremental and tangible success. Specifically, there are three essential marketing “basics” that are time-tested to aid in accomplishing business goals.

Foster Genuine Business Relationships

Relationship building is not “liking” posts on Facebook or growing your LinkedIn connections.  True professional relationship building happens with open conversations, a LOT of listening – and most importantly, follow-up.  Whether you recently met someone at a local networking event, or there’s someone you connected with years ago and have since lost touch, reach out with an email or phone call to reinforce the connection.

Then, take it a step further!  Leave yourself a note to touch base with that person in two months.  Mention specifics from past conversations, or just ask them, “How are you?”  It can only benefit you and your business to grow business acquaintances into genuine business relationships.

Voice Your Value

Whether you’re reaching target audiences through direct mail, email or social media, it is imperative that your messaging reiterates your value in terms of your products/services and the uniqueness of your business among competitors.  It’s common for organizations, in seeking to showcase personality or even endearing quirkiness, to stray from their marketing goals and ultimately distract from their underlying message.

With every marketing piece and touch point, take time to assess whether it furthers a particular goal.  For example, if your business sends out an e-newsletter to stay top-of-mind, begin it with a “call to action” requesting that your readers send in questions or content suggestions for upcoming issues, thus engaging your audience and actively working to provide additional value.

Influencer Marketing (before it was cool)

Long before social media influencers began pushing us toward trendy sunglasses and the latest diet tea, business owners and marketers took advantage of their relationships with community leaders to generate referrals and to spread the word about their businesses. Reach out to your business contacts and start sincerely vouching for each other’s products and services.

Whether through social media posts or LinkedIn recommendations, the act of publicly supporting local businesses mutually enhances credibility and highlights your business’s sincerity and professionalism.

Andrea Quiruz is the Corporate Partnerships Manager at the Barracuda Championship and NCET’s VP of Special Events. The Barracuda Championship is a PGA TOUR Golf tournament and nonprofit organization.