Hey, gorgeous black women business owners! Today, we’re discussing an important feature of running a successful business: understanding the difference between marketing and advertising. I have asked myself this question before. What is the difference and why should I care? It wasn’t until I began investing in myself (taking free and paid online courses, and reading business books), that I began to get a better understanding of how business works. This information will help you make informed decisions to promote your products and services effectively. So, let’s get started! 
 
Marketing is just like maintaining a house, it’s the foundation of your business. It surrounds a broader range of activities geared towards promoting your brand, connecting with your target audience, and ultimately driving sales – which is our overall goal, which is to make sales. Think of it as the ongoing care required to maintain a home. 
 
Here are some key features involved in marketing for your business:   
 
1. Building a Strong Foundation: Like a house, a successful business needs a solid foundation. This involves defining your brand (your purpose, vision, and mission), identifying your target market (your niche), and understanding their needs and preferences (benefits, what’s in it for them). 
 
2. Start-Up Costs: Just as maintaining a home requires initial financial investment, starting a business involves startup costs. These can include things like purchasing equipment, inventory, creating a website, obtaining necessary certifications, business registration, and more. 
 
3. Essential Supplies and Training: Just as you need supplies to maintain your home, your business requires necessary tools, equipment, and training. This could involve purchasing software, attending workshops or seminars, purchasing books, or investing in training programs to enhance your skills. 
 
4. Implementing Effective Systems: Efficient systems are the backbone of both a well-maintained home and a thriving business. Establishing streamlined processes (ex: automations, check-out), leveraging technology (ex: websites/landing pages, payment platforms), and organizing workflows (ex: content planning, email marketing) can help optimize your business operations. 
 
5. Seeking Expert Guidance: Just as you may need professional assistance with home repairs or maintenance, seeking guidance through hiring a coach or mentor can significantly benefit your business. They can provide valuable insights, industry knowledge, and strategies tailored to your specific needs. 
 
On the other hand, advertising is a specific part of marketing activities. It involves creating and distributing promotional messages to reach your target audience and persuading them to take desired action, such as making a purchase. Advertising is like paying your utility bills or investing in home insurance to protect your property. 
 
Advertising strategies may include: 
 
1. Paid Ads: Utilizing various platforms to run paid advertisements, such as social media ads, Google ads, or sponsored content. 
 
2. Print and Media: Placing advertisements in newspapers, business directories, magazines, radio, or television to reach your target market. 
 
3. Content Marketing: Creating valuable content, such as blog posts, videos, or podcasts, to engage your audience and promote your brand indirectly. 
 
4. Influencer Marketing: Collaborating with influential individuals in your industry who can endorse your products or services and reach a wider audience (they already have your target audience). 
 
So, in closing remember, marketing is the primary strategy ensuring your business’s success, while advertising is a specific strategy to drive awareness and increase sales. 
 
By understanding the difference and implementing both marketing and advertising effectively, you’ll achieve better results in promoting your business and connecting with your target audience- your niche. 
 
Wishing you continued success on your entrepreneurial journey! You Got This, Sis. 
 
Until next time, 
Trina H.