Marketing is pretty simple: Get the right message in front of the right people as often as possible.

Then again, the concept of flying seems pretty simple too. The plane picks up speed, air lifts the wings, and off you go into the blue.

Simple, right?

Sure, if you are a highly trained pilot or engineer who understands how mechanics, electronics, physics, wind speed, navigation, and any number of factors work together to make it seem simple.

Same applies for marketing. It isn’t always as simple as it seems.

For example, let’s break my first sentence into groups.

1. “Get the right message…”

Okay, what’s the right message? What do you sell? How does it solve problems for potential customers? Does it have a Unique Selling Proposition (i.e. is it different from other products on the market)? What are the key words and phrases that will quickly connect with people and compel them to buy, or, at least, take a look at your products or services? Does that message hit the right emotions?

Just as important, is it tailored for both specific technical and non-technical audiences? Remember that not everyone who has the authority to approve the purchase of your products or services may understand how your products or services work, yet they still need to understand the benefits.

2. “…in front of the right people…”

There are two parts to that segment. Who are the right people? Which customers need your products or services most? Why do they need them? How do your products solve their problems?

Next, where are they located? What city? State? Country? Why is that important? Where do they hang out? Online? In person? How do you get your message in front of them? Email campaigns? Display ads? Newsletters? Trade shows? Social media? When are they most likely to respond to your message? What time of day, week, month, or year?

3. “…as often as possible.’

How often is enough? Ideally, until they contact you and you turn them into a customer. But there is no one standard timeframe or frequency for that outcome. Every person is different, even when they match similar demographics.

So many factors are involved in hitting potential customers at the right time, especially since everyone is bombarded with hundreds of messages daily. Most have learned to tune them out, which means your message may fly right past them and go unnoticed.

So how do you get the right message in front of the right people as often as possible?


Like with pilots and flight engineers, you need to work with highly-trained people who understand all the facets of marketing and how to apply them to your specific needs.

What works best for you? Content marketing? Full-funnel demand generation? Focused account-based marketing? Display advertising? Paid social media campaigns? A combination of all of them?

Put marketing in the hands of someone who understands it from every possible angle. The ins and outs. The carefully crafted techniques. The key advantages. The constantly evolving challenges. The detailed analytics that explain why it is working.

So many considerations can mean the difference between confusing your customers or opening their eyes to the wonders of your company, products, and services.

So, whether you hire someone in-house or bring in an outside agency, find someone who can take the complexity of your marketing strategy and implementation and simplify it for you and your customers.

It will make your life so much easier— and your business more successful.

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