What the Heck is Marketing? (And Why You Need It!)

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What the Heck is Marketing? (And Why You Need It)

Picture this: You’ve opened your dream bakery. The cinnamon rolls are perfection, the coffee is heavenly, and your sourdough starter has a personality of its own. But… no one’s coming in. You’re sitting there, waiting for customers like a teenager waiting for their crush to text back. This, dear small business owner, is where marketing swoops in like a superhero with a killer tagline.

So, What Exactly IS Marketing?

Marketing is not just about putting your logo on a pen (though branded pens are pretty cool). It’s about connecting your business to the people who need what you’re offering. It’s the art and science of saying, “Hey, we exist, and you’ll love what we do!”

At its core, marketing is about storytelling—telling the story of your business, your values, and how you’re solving problems. But it’s also about listening: what do your customers want, need, and dream about? Marketing is the magical bridge between your products or services and the people who are just waiting to discover them.

Why Is Marketing Important for Your Business?

Let’s be real: even if you’ve invented the greatest gadget since the smartphone, it’s not going to sell itself. Marketing is your ticket to visibility and growth. Here’s why it matters:

1. Visibility is Everything
   If people don’t know about your business, they can’t buy from you. Marketing makes sure your business gets seen—whether that’s through a killer Instagram reel, a Google Business profile, or your neighbor’s enthusiastic word-of-mouth.  If I had a nickel for every time someone said - "Oh - I didn't know about that" in some form or another -  I would be a millionaire.  But what are you doing to reach the RIGHT people? (Don't worry - we will cover this in another blog).

2. Builds Trust and Credibility
   People buy from businesses they trust. Marketing helps you show your audience that you’re the real deal. Share your expertise, your customer reviews, and a bit of your quirky personality (because people love quirks).  Speaking of trust - does your business just have a Facebook page and no website?  Here is the hard truth - people will trust you more if you have a valid website - along with a social media presence.

3. It’s a Relationship, Not a One-Night Stand
   Marketing isn’t just about making a sale. It’s about building long-term relationships. Think of it as wooing your customers with value, humor, and solutions—not just pushing products like a late-night infomercial.  Let's face it - the "used car salesman" of the past just gives the oogies.  You all know the type of sales that I am talking about - be honest - does that make you want to buy from them?

4. Keeps You Top of Mind
   There’s a lot of noise out there, and your customers are bombarded with options. Good marketing ensures you’re the first name they think of when they’re ready to buy. Like when someone says, “Let’s grab coffee,” and you immediately think of your favorite local café.   According to Chat GPT - on average - a person is exposed to about 74 GB of information daily - which is equivalent to watching 16 movies.  Not all of this information is retained - that is why it means your small business needs to cut through the noise with clear engaging information now more than ever!

How to Approach Marketing Without Losing Your Mind

Now that we’ve covered the “why,” let’s talk about the “how.” You don’t need a fancy degree or a million-dollar budget to get started. Here are a few lighthearted tips to make marketing less intimidating:

1. Know Your Audience
   Imagine trying to sell a pogo stick to a goldfish. Doesn’t make sense, right? Know who your ideal customers are, what they love, and where they hang out. Then, meet them there with a message that resonates.

2. Be Consistent (but Forgiving)
   Marketing works best when it’s consistent. Show up regularly on your chosen platforms, but don’t stress about perfection. Your followers will forgive the occasional typo or slightly blurry photo—you’re human, and so are they.  In fact - one of the most important trends for 2025 is authenticity!  People are sick of seeing all of the fakeness on the internet - the move is headed back to being authentic!  (Thank goodness!)  Which means - you don't have to learn the newest dance trend to engage your audience.

3. Use Your Voice
   Are you funny? Serious? Quirky? Let your personality shine through your marketing. People connect with authenticity, not corporate jargon. Remember above when I said be authentic - yeah - it applies here too.  If you know me personally - you know I am professional - but snarky - sarcastic and at least I think a little funny.  This is how I engage - this is how I make connections - that allows me to be my authentic self - accepted or not.  Just know - you will attract "your" people when you are true to yourself.  Now I'm not saying this is the right way to be - that you have to figure out for yourself.

4. Test, Learn, and Adjust
   Not every marketing idea will be a winner, and that’s okay. Treat it like an experiment. Try different approaches, see what works, and tweak as needed. It’s like baking—sometimes you nail the recipe, and sometimes you end up with a chocolate brick.  You may have heard about A/B testing - two similar subjects -  with little differences - to see what works best for you.  Marketing is not a science - what might work for one business owner - may not work for you.  

Marketing: Your Business’s BFF

Marketing doesn’t have to be scary, expensive, or complicated. At its heart, it’s about sharing your passion, connecting with people, and building a brand that feels like home to your customers.

So, next time you’re wondering why your brilliant business isn’t getting the love it deserves, remember this: the best cinnamon rolls in the world are only a secret until you tell people about them. That’s where marketing comes in. Go tell your story—the world is hungry for it!

If you need a little more assistance - give me a shout!  Some folks want to learn more about how to do their own marketing - others would just prefer that someone else do it for them.  Either way - I am here to help!  Let's chat and see what works best for you!!