Welcome to the How of Business with your host, Henry Lopez, the podcast that helps you start,

run, and grow your small business. And now, here is your host. Welcome to the How of Business

podcast. This is Henry Lopez. Before you spend any money or any more money, if you're an existing

business owner, on marketing or advertising, I encourage

you that you must develop your small business marketing strategy. Now, that's a fancy term

for making sure that you've got your marketing plan, your strategy for who it is that you're

trying to reach and how you're going to reach them. And so on this episode, I share the seven components of an effective marketing strategy for your business that I believe

strongly you must have in place first before you start spending money on marketing or advertising.

To get more information about the Howa Business, including the show notes page for this episode,

where I'm going to have a series of links to related content on this topic. And to learn more about my one-on-one in group coaching programs, please visit the howab business.com. I also encourage you to please subscribe to my show, wherever you might be listening, so you don't miss it in you episodes. So let's start with what is marketing. And I think everybody knows what marketing is,

but let me just level set what we're talking about here when we're talking about marketing

and specifically what is the goal of marketing. The primary goal of marketing, as a small business

looks at it, is to generate interest in our company, in our products, and our services to attract

new customers or clients or patients to retain the

ones that we currently have and ultimately obviously to drive sales and profitability.

So marketing helps our business understand our customers, that's part of the marketing strategy,

who are they that we're targeting? It is about building strong brands or a strong brand for our business and creating

value both for the business and for the customer. Seth Godin, who you may know, Seth Godin is a

renowned author, entrepreneur, and marketing expert known for his influential ideas on marketing,

leadership, and changing landscapes of business, and particularly through

his best-selling books, Purple Cow, which is one of my favorite books on marketing.

And this is marketing, which is a small book where he kind of summarizes his beliefs on

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