The Impact of Marketing Strategy on Business Performance

The Impact of Marketing Strategy on Business Performance

Anuja Lath 22/11/2018 10

The world is flooded with a variety of businesses. Let’s be honest, a brand that successfully markets itself is more likely to be a successful brand. Businesses often have a notion that the growth and profit of a business depends completely on the kind of business products/services you offer. But this is not the only factor that determines a business’s success. It is the way you present your business to the audience.

Business performance refers to the qualitative and quantitative progress of the companies in delivering top-quality products, keeping up to their promises and meeting the expectations of the masses. Interestingly, marketing strategy exercises a significant control over business performance. It is nothing but the methods and techniques adopted by influential business owners to make their product saleable and appeal to a wider audience. The marketing strategy adopted by a business benefits the overall performance of a company to a great extent.

Marketing for small and medium sized enterprises seems to be quite a daunting task, but if done the right way you can generate more profit. 

For example, if your business is offering products for children, and if you are marketing your business on irrelevant channels, then you’ll probably never see your business growing. A simple solution to this is to be familiar with your target audience and reach them on channels that they use frequently. In today’s digitally oriented world, your marketing strategy can make or break your success.

Here is how a strong marketing strategy can boost your business performance:

Growth Surge

A well framed marketing strategy promotes overall development. It ensures the growth of sustainable development. Online marketing is the key to boost your sales and revenue which in turn helps in the overall business growth. Besides this, it helps in overall brand building and positioning your brand at a certain level. Putting in place a marketing strategy for your business is the first step towards the growth of your business.

Increase in Sales & Revenue

A well-defined marketing strategy leads to an increase in the business sales and marketing. This directly impacts the revenue generated as the more you reach out to people, the more they reach out to your business or brand. Of course, the marketing of a business is directly related to the sales it generates. While defining your marketing strategy, you should also estimate how much of an increase in revenue or sales you expect the strategy to bring about.

Online Discoverability

How do users get to know about your business? How does your business get potential customers?

A marketing strategy basically makes your business discoverable to the world. Decades back this process was done through the traditional marketing methods. But that’s not how things are done today. Take a look at our blog on the difference between digital marketing and traditional marketing.

The thing that remains constant, whether it is traditional marketing or digital marketing, is that it is important to deliver the right message to the right people at the right time. So if your marketing is done correctly, it increases the purchase window and establishes a permanent place in the realm of competitive activities. Not only this, but it also leads to your audience trusting your company.

Soaring Customer Base

If you are able to project your business in an efficient way, you have a better chance of positioning your business in front of your audience. This helps create a better brand image for your business. Implementing and executing marketing for your brand or business is one of the most effective ways of growing your customer base. The more you market your business, the more people get an opportunity to consider purchasing your products or services.

More Achievable Goals

A marketing strategy can help you achieve goals that you set for your brand or business. For example, if your business sets a monthly goal of acquiring 100 new customers, an effective marketing strategy can help you achieve this goal.

For a lot of businesses, parameters like customers, products sold, subscribers are important metrics that indicate success. Most marketing strategies, when carried out the right way, can help you achieve your organizational short or long-term goals.

Efficient Business Promotion

A marketing strategy ensures the popularity of the brand as more and more people discover your business and your products/services. Marketing your business the correct way help in direct business promotion.

Marketing your business properly helps in better communication with the audience. It also interacts with the audience in a safer and quicker method rather than newspapers, brochures, radio or television. Purchases can be made anywhere, anytime.

Here we discussed the impact of marketing strategy on business performance and why is it important to create marketing strategies for small businesses or SMEs. We hope this article encourages you and your team to put together an effective marketing strategy for your business! If you think we missed out on something, let us know in the comments below!




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  • Cory Barker

    I have tried several marketing agencies to create a good strategy for my local SME but most of them did not deliver, so I am still skeptical. Sometimes it's too good to be true.

  • Niklas Johannesson

    You nailed it !!!!

  • Thank you Niklas!

  • William Sullivan

    Good article

  • Thank you William!

  • Kristen Hamilton

    You have made some interesting points....

  • Thank you Kristen! Glad these helped you!

  • Victor Smith

    Thanks for the tips

  • Glad these tips helped you Victor!

  • Molly Graves

    Marketing used to be fun but things have changed nowadays.

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Anuja Lath

Digital Marketing Expert

Anuja is the Co-founder and CEO of RedAlkemi Online Pvt. Ltd., a digital marketing agency helping clients with their end to end online presence. Anuja has 30 years of work experience as a successful entrepreneur and has co-founded several ventures since 1986. She and her team are passionate about helping SMEs achieve measurable online success for their business. Anuja holds a Bachelors degree in Advertising from the Government College of Fine Arts, Chandigarh, India.


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