Go Social Podcast with Brian Hahn
Go Social Podcast with Brian Hahn

Episode · 2 months ago

What's the difference between advertising, marketing, and sales?

ABOUT THIS EPISODE

Too often people lump advertising, marketing, and sales together when they are actually three distinct functions. Listen to marketing expert Brian Hahn to learn how these three tie together to form a cohesive marketing plan for your business. Check out this insightful article on Brian's Website: The 8-Step Marketing Plan for Predictable Growth.

And welcome to the ghost social podcastwith Brian Out Ghos social is a relaxed and unedited conversation withmarketing expert, Brian, haunt Brians, a founder ghost social experts and theauthor of multiple books, his most recent being the facebook formula whichyou can purchase on Amazon for stay round at the end of the day, showingI'll tell you how to get a copy melt right to your Boi mice, on your hostfor the next few minutes, as we chat online marketing next per businessowner and author Liane Brian. How is the day going for you, sir? It is goingatout, fantastic, Michael! I get to end my day by talking to you. I lookforward to that all the time O I love it. I love it. I want to know, as weget or what's on the lake today, because it was you know a frozen pondone time, then it was open. What's on the lake, it's late fall. I mean it'sactually fairly calm out there today and it's there's boats going by not toomany people around school starts and R, where we're at right now school startstomorrow. So O it's backing off on lake traffic today it hurts up a little bitso, okay, well good. I just always have...

...this vision of you looking out or awindow at the leg on that would be very peaceful. It is very peaceful yeah thaton the deck last night had a glass of wine when we were Gocart charcoaling,you know it's wonderful out there. Oh, that would be nice all right, so youand I live in different places. So let's talk about differences today,okay, not between me and you, my daughters, so my wife home schools, mykids right and my daughters are thirteen and ten and they're doing mathe on math. When you subtract an every things, you get a difference right.Well, we want her about the differences today, not in bath, but the differencebetween advertising, marketing and sales. Yes, that's an ageold question: that's been around for a long time, so help us understand why weeven ask that question and what are their differences or are theredifferences? Yes, and it's the interesting thing for me is that I wastalking to somebody. I read something a while back and I've been kind of goingback and forth on this, but you know...

I've got an eight step marketing planthat I used for everything that I do when I'm setting up campaigns forclients or for ourselves either way- and I was turned, but then people talkabout advertising talking about marketing. Sometimes they useadvertising and marketing interchangeably sales is sometimes youknow, sometimes in there sometimes they're off on their own there, somepeople, you know advertising marketing and sales, is one person that does allthree sometimes they're huge departments for each one yeah, and dothey work together at a they never talk. Do they ever talk to each other by theway and if not, that's really miserable for everybody. So so so so, when I read this, it made itmore clear for me how advertising marketing in sales actually tie intowhat I do otherwise, so those are I've, broken it down and taken into a systemthat has more steps than just the three. But how does it relate to what I talkedabout? So I thought well, let's go...

...through how it relates to what we whatit talks about right. So we'll start with advertising. That's okay! Itstarts with ace, we'll start with advertising. We'll go alphabetic ly at love it, but advertising is all about gettingpeople to know about your company hear about it somehow and that's alladvertising's job is to do yeah so and in my Eh step marketing plan. The very firststep is making people aware of you and that's the job that advertising doesand you can do advertising through podcast you can to advertising throughfacebook. As you can Raverat your instagram as you can be advertisingthrough radio TV, you can put graphics on the side of your car, your vehiclethat you drive, I mean there's endless ways. There's you know word of mouththere's: I've do barely scratch the surface on all the different ones thatthere are, but the whole idea of advertising is tomake people aware of you and your business...

...and pretty much that's for advertisingstops now marketing. On the other hand, by theway, marketing job starts right there at the end of that Ad. Yes, so markisgoing to want to have given them. What marketings job is to convince thatperson? That's heard about you that you're, the right person or you're theright solution. Your company is right solution and I don't care if you'reselling, dilly bars, transactional or if you're selling, Ford, pickups orChevy pickups. I don't care if you're selling services but the job of marketINS to take that person has at least heard about you and and then give them a reason to expressinterest, but then given them, given them content information, something thatmoves them down the process towards buying from you, okay, making sense there so mark sowith advertising his advertising and then marking not giving any support tothat. You know your weight you're, not you're, reducing the effect in this andhow much money you spend on marketing...

...right. Excuse me on to advertising. Youdon't have a if you don't have a good system in place so, as we talked aboutlast time, but the follow up system, but the followup system may be itsmarketing jobs to make sure that podcast is out. It's marketing jobs,make sure that blog postes out its marketing job to make sure that thoseemails are going out. All of that's marketing with that, so so the next two. So thefirst step is advertising in my system. The next two steps are definitelysolidly marketing and marketings job is to convince that person. That's heardabout you to give you their contact information and being happy to do it. They're notcoursing it out of you are getting you to reluctant to give it. You want togive it because you want the you want the what you're offering they want, whatyou're offering so they want to you've entice them to give you their contactinformation so that stepped so market. So advertising one steps. Two and threeare both marketings job step. Number...

...four, which is the convert, can eitherbe that kind of can split. It can be marketing or sales. That's to get theperson to take that make that first small purchase that sample purchase orto sign up and spend some time with you in some way or shape or form it there.They sign up for a Weben. Are that you're doing they sign up for adiscovery. Call they sign up for so getting them to sign up, for this covercalled be marketing job. The discovery call is sales, okay, wit a wait rightthere. I think that's clarified. In my mind, advertising is what I'm doing toget them to notice me. No Right Do lor getting is making him that offer it,but now that she tows me here's a way to have a deeper conversation with me,let's say, and then I get them on the on the zoom caller UN, that's the salesjob, probably just a sale or whatever that's interesting, all right and again,if marketing's not promising what sales is going to deliver, they're, reducingthe factis of that sales force right.

Also, if marketing's not helpingproduce so marketing should be involved in helping produce the script or theprocess that the sales people are going through. Yes, because that informstheir marketing backwards, but that also informs the sales and to be fair,most sales guys. A lot of them aren't great at getting that present they'regood at when they got on the phone, their greater personality, they're,side, fun talking to sales people, they use they very personable people. Youknow that they are, but necessarily the process of howyou're going to lead a customer from one to the other. Unless they've had alot of experience in that they may or may not be comfortable with that. Somarketing can help with that. Then it depends on what happens so ifthey, if they move forward and they're apossible prospect and they're interested and they move in to the nextstep, sales keeps them in place. If they fall out of that process, they say:Hey! No Michael. I don't think right. Now is the time they fall back intomarketings job to nurture them back up so you're. You know you're passingpeople back and forth yeah...

...because yeah, so you go fromadvertising into marketing, hopefully into sales, and if you make a sale,then you go in to fulfill tent. But if you don't like to El, then they go backinto marketing. I get them back into sales right so that it Yahan all wasall the while that same prospect, who is bouncing back and forth from salesto marketing is still being exposed to your advertiser, probably yep they verywell could be be exposed to advertising. Probably yes depends on what you'redoing and how, if you can exclude them or appen very much so they're go likelybeing include once they by then you so you've got thesales that are have they bought and then the operations fulfills it marketing comes back over when you'reasking for referrals or testimonials. Sixteen of you and you wanted to reviewon Google. You want this. That's marketings job and also for referralswould be for people that are want to promote you and give people askingpeople to do that and giving the means goes back to marketing yeah. So it's ahand off back and forth, and so the...

...only one person doing it that's easy.They have to put on their sales hat or their marketing hat. That's easy, yeaheasier! As far as coordinating it's easier, thechallenge comes in to depart people when you have a sales department versusa Mark Department versus an advertising department, yeah and then at workingtogether. So if the sales department is going to a trade show mark and he canhelp design the booth marking and help him with the materials that you want tobring with you, that's what mark? That's all marketing once they're there,the sales guys or the sales of people are the ones that are closing salesthey're using the materials to make their selling easier right is what thewhole thing goes, so they all work together when everything's working likeit's supposed to yeah, they all work together really well well, and that itis really interesting because I've been in large organizations that had a salesteam and a marketing demon and average and unfortunately m most of that theyall have separate goals, and so they end up competing againsteach other. Instead of saying O. No, no,...

...no, we all have the same objective,we're all going after this kind of revenue or whatever how we worktogether to make it happen and when our marketings not matching with the salesprocess. How do we fix that in our messaging, because that is impactingeverything right so bringing those groups together, not just one supporteronce a year but like every week? Yes, every week, they should both. Theyshould all have numbers that are overlapping and that would be part of agrowth score card which I think we talked about episodes ago. Ye Yeah, Ithink back in the s. So it's been a long. It's been several eflect so to go,but the whole idea is measuring how they're doing but then setting it up tothrall working so hey if this number of leads are coming in now. The challengeyou get is that the sales guy are going to say with the leads are bad. If theyou know, if the, if they aren't converting like they want- and I am tore about, follow up- and you know Blah Blah Blah so then the marketing guysable the Self Gus don't know how to sell. So you know you can it's theblame, shame game that goes back to Brinsen Gangra right in saying: Hey,we're having troubles here. Our sales...

...conversion ratios down six percent helpthey. You rarely hear hear that right. It's not! Yes! Yes, so that that's yourthat's your challenge with with that, but it when everything's working well,all the departments are collaborating they're, working together sales. The SIoffers that they're going to be using marketing is giving them material that they canfollow. Espie seamlessly right into the into the marketing process, which makeswhich leads them right into the sales process. With people excited to talk tothe sales guys yeah reminds me of, I went into the apple store the other dayhere in a little rock phenomenal, I mean aver of apple advertises right,you see it on TV or whatever, and then their marketing's great you go to theirwebsite. It's one of the most stunning websites, I've ever seen in my life. Ah,it's like wow these things. Amazing right, then I walk into the store. Haveyou ever been into an apple store once dude man? They are just pieces ofart right, you are and they just and...

...it's all, it's all marketing. You justtalk to this salesperson who's, just a person they're just sitting there, andthen I buy right now and then I had I've got an issue with one of myairpoints right, and so I call their support and I'm on support with him.I'm like these people have great support so they're following me throughthe whole process. Right, I talk about apple, all the time Brian and helppeople you need to buy an apple product, because it's not just the phone that Ihave it's the support it that it's everything that they have put togetherand small business owners can do this. If you take a little bites at a time and do it yeh yeh very much so andthat's why getting them to work together is your key Kita I shul. A key apartment is the keyto having more success for all three of the departments. Yeah then they're, allmaking their numbers and the which, by the way, makes the sell very happy whenthe when my advertising market and...

...sales are all making their numbers,it's really good it is. It really is good and it's not as hard and complexas most people think it just takes him thinking and, and so some coordinationand understanding the difference between advertising marketing the salesand where they're separate, and where did they over left and re roll onsinking YEP and we're the big did right there. We're all on the same team isthe is a real, the huge step we ah so, and so what I want to do is take thosethree traditional terms that we use and sometimes interchangeably and overlayhim on top of the eight step marketing plan about where each one goes and howoften they and and basically how they work together to move that person from.I never heard of you to here's my credit card. Please take my money totelling all their friends like you do with apple, but telling everyone thatthey know about Apple Yeah and how Brian transformed my business I Amandadid last time right. We we from...

...on all kinds of people. Now facebookworks. Here's what I'm my guys! That's what we want is that transformation inour business, because that's how we get raging fans and referrals and ourbusiness grows when it all works together. So we got links in the shownotes, briant to the the eight step marketing plan for predictable growth.It's on your website to social experto people can grab a copy of that and andre through it, and when you, if you can apply it great, if you need help, hopeBrian reach out to him, have that conversation to see how you can getadvertising marketing and sales working for your business so that you can havepredictable growth quarter after quarter year after year. That's whatwe're after right! That's right! Great Great Episode! I love it look forwardto talking with you on the next one as well, and we're going to be talkingabout more business growth strategies that we are right. Talk to you so moneyYe talk to o soon bye social media marketing should be partof your overall business growth plan. Brian Han can help you gain moreprospects and clients without wasting...

...your time or money on hit or misstactics. There's a gold mine waiting for you online. If you know where tofind it, that's what Brian and his team can help you with you can reach out toBrian et, go social experts com and, if you'd like for briant to mail, you acopy of his book just go to his website. Go social experts. Com Forwards, clockbe sure to subscribe to this podcast. So each new episode will be sent to youautomatically when it's released have a terrific day.

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