Fun Fact: I have a degree in science. To say that I love science would be an understatement. I believe in the power of science to provide tangible evidence to guide knowledge and behavior. 

For me, marketing is where art and science meet. Powerful marketing entwines creativity and science to create results. 

Ask yourself: What is your definition of marketing success?

With an end goal in mind, you can create a clear objective that outlines what you want to achieve with your marketing. And, that enables you to measure the efficacy of your marketing strategy and messaging throughout the process. 

You don’t have to wait until the end of a marketing campaign to determine whether it was successful or not. Instead, you can use the Art and Science of Marketing to make adjustments along the way to generate the results you want. 

What is the Art of Marketing?

Branding

People tend to engage with companies they are familiar with. When people know, like, and trust your business, they are more likely to become loyal customers. 

Therefore, when your branding is consistent and easy to recognize it helps your customers feel confident in purchasing your products or services. 

So, how do you create a successful brand? 

  • Brand Identity – Your brand identity includes your logos, graphics, colors, fonts, and images. A consistent brand identity is essential to your business’s recognizability. Ultimately, you want your customers to recognize your business whether they engage on your website, scroll upon one of your social media posts, or receive direct marketing.
  • Brand Definition – Your brand definition helps you denote who you are, what you do, and who you serve. In other words, your brand definition designates who you want to work with and what they care about. This allows you to determine your ideal client, the one core problem you solve, and one solution to that problem. 

Not only does this help you become crystal clear on your brand, but it also enables you to create a powerful marketing strategy that speaks directly to your ideal client. 

  • Value Proposition – How does your brand benefit your customers? Your value proposition explains the value people get from using your products or services. 

The value of your brand lies in how your products or services solve a problem for your ideal client. And, more importantly, it is why your ideal customers should choose your products or services over your competition. 

  • Brand Messaging – Your brand is not what YOU say it is. Instead, it’s what your audience thinks it is.

Creating a clear message that you are able to articulate in every area of your marketing establishes you as the expert in providing solutions to your customers’ most pressing problems. 

Therefore, if you don’t know what your audience is thinking, you must learn by asking them. Their feedback will provide you feedback to craft your messaging that resonates with your ideal client. 

  • Brand Experience – What experience will your ideal client go on as they engage with your business? 

A successful brand experience introduces your potential customers to your brand, establishes credibility and trust, and, ultimately, instills confidence in giving you their money to help them solve their problems. 

The Art of Marketing encompasses the images, words, and emotions that your potential customers associate with your brand. You must carefully craft your brand to capture the attention of your audience so they’ll engage in your brand experience, trust you, and purchase your products and services. 

What is the Science of Marketing?

Effective marketing requires you to measure and analyze data. 

How many potential customers do you reach? How many people engage with your business? How many people convert to buyers? How much do they spend? How many of those people become loyal customers? 

This is where your marketing becomes a science.

Knowing and understanding the data is essential to the success of your marketing strategy. The science of your marketing strategy informs the strengths and weaknesses of your marketing strategy. 

In order to garner the results to help you achieve your goals, you must analyze that data and make adjustments to the art of your marketing–your branding and messaging. 

This is where the Art and Science of marketing intertwine: Just like the scientific method, you must adapt your marketing based on the data you receive. 

For example, if your messaging isn’t converting your customers to buyers, you must go back and fine-tune your message to generate the results you desire. 

And, when you do–when you take the art of marketing and implement the science of marketing–you create a recipe for success. 

Need help using the Art and Science of Marketing to create a highly effective marketing campaign? Contact me today!