It’s easy to confuse “marketing” with “tactics.”

You might think marketing is all about building your website, or putting out ads, or posting on social media.

Sometimes when I reach out to a potential client—especially those just starting out—they’ll say something like, “We haven’t started marketing yet because we’re focused on networking and building relationships.”

They assume that because they aren’t advertising, sending direct outreach emails, or making cold calls, they don’t have to think about marketing.

But while marketing may include all those types of tactics, it’s much more than that.

Marketing is the foundation of your business…

• It’s the strategy behind what you do as a trainer, consultant, or coach.
• It’s what you say to potential clients in different situations—whether you’re networking at a conference, interacting on LinkedIn, or following up on a referral.
• It’s the messaging you use on your website, what you write in your LinkedIn “About” section, and the types of insights you share with prospects on intro calls.
• It’s the mindset of focusing on your clients’ needs—not just your own. The value you create and the problems you solve for others.

So before you dismiss marketing as something you don’t need to think about yet, ask yourself:

• How do I create awareness of my services and connect with potential clients? Do I have a website, a LinkedIn profile, a social media presence? Do I network, speak at events, or write articles?
• If the answer to any of those questions is yes, how did I decide what type of messaging should be on my website, what information I should include on my LinkedIn profile, what I post on social media, which events I attend or speak at, and what I write about?
• Were those decisions guided by a clear strategy based on my competitive strengths, the specific problems I want to solve, and the ideal client types I want to work with? Or were they just chosen at random?

Listen to the full podcast episode: Focus on the Right Marketing Activities For Your Unique Training, Consulting, or Coaching Business.