Marketing vs. Advertising

What is the difference between marketing and advertising? I get asked this question all the time by clients and potential clients. I usually give them my version. Advertising is what you say and marketing is what you do.

Let me explain the difference in my own words.

Advertising:

Consists of prurchasing ad space to promote your product or service. This ad space can also be free of charge if you know how to make that happen.

There are many ways to advertise your business. This can be accomplished via a social media platform, magazine, newspaper, billboard, promotional products, radio, television, etc.

It must be said. Advertising is not cheap. And advertising does not guarantee that any of the potential customers you are targeting will remember your business when they're ready to purchase what you are attempting to sell.

Advertising only works when you bombard your target audience with your ads on a continual basis. Meaning, if you have the funds to hit consumers with ads throughout the year then go ahead and give advertising a try. But know this, the average consumer still may not purchase your product or need your service.

Marketing:

Is when you promote your business by doing. Yes, that's right, by doing you. You are marketing your business when you post social media content, send out email newsletters, write a blog, answer the phone with courtesy, conduct yourself in a professional manner, and providing excellent customer service.

Having a clean office and a nice pleasant receptionist. A store with trained and friendly staff that makes sure your customers have a memorable shopping experience. Having a website that includes working links and a smooth shop to purchase experience. Also, having a good onboarding package for your service based business. And having marketing materials to include when shipping your products to customers.

Other ways to market your business are sharing your expertise by speaking at community events, chamber of commerce meetings, etc. The list is endless. Marketing costs less than advertising, most of the time it is done organically. Marketing works best in the most fundamental way. By building business relationships with your target audience of dream customers.

Maddison D. Cephas

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