What is Marketing and Why Does It Matter?

One of the biggest misconceptions about marketing is that it’s just another word for sales.

This is exactly why we see so much hype around ‘growth hacking’—it’s often treated as the ultimate solution for driving business success. But here’s the problem: if you’re only focused on quick wins, discounts, and conversion tricks, you’re setting yourself up for a race to the bottom.

If no one knows who you are, why you’re different, or why they should care, the only thing left to compete on is price. And that eats straight into your bottom line—the very thing you’re trying to grow.

(Quick note: I’ll use ‘product’ from here on out, but everything I’m saying applies just as much to services, software, subscriptions, donations—whatever it is you’re offering.)

Marketing comes before sales

Sales is critical—no doubt about it. But marketing makes sales easier, more effective, and more sustainable in the long run.

At its core, marketing strategy is about making sure there’s an actual market for your product at its price point.
It’s about ensuring that when people have a problem your product can solve, they think of you first.
Or when they’re faced with a dozen similar choices, they instinctively reach for your proiduct.

Good marketing makes your product visible, distinct, and desirable.
It’s what ensures that when your audience is ready to buy, they don’t hesitate—they choose you.

Why Growth Hacking alone won't cut it

The reason why you can't 'growth hack' your way to success is that it is a way of reaping the benefits from what you (or others in your category) have sowed previously. You may get as many in market buyers as possible. But no one outside of that will pay any attention to you or your product as your message is only geared towards those that have this set interest. So you’re missing out on a much bigger opportunity: attracting more potential buyers. In other words: building awareness and demand for your product in the first place.

Not only that, but growth hacking often wastes money on people who were already going to buy from you anyway—just through another channel. Worse still, to keep converting people in the future, you’ll need to keep repeating the same tactics over and over, throwing more money at the same problem instead of solving it at the root: making who you are and what you have on offer memorable.

Real Marketing Strategy grows your business

True marketing strategy goes beyond quick fixes. It builds long-term demand, strengthens your brand, and creates a sustainable path for growth. What this means it that it helps people recognise your product in a crowded market, associate it with a clear benefit, directly think of it when they encounter a bump in the road that your product can fix and ultimately make it their go-to choice.

The companies that win aren’t just the ones with the best short-term conversion hacks. They’re the ones that build brand recognition, customer trust, and a reputation that sets them apart. A brand is nothing more than a recognition point of trust (and affection) for a consumer.

Want to talk about Marketing Strategy?

If you’re curious about how to apply this thinking to your own business, let’s chat.
I offer a free conversation where I’ll listen to your challenges, explore what’s working (and what’s not), and see if there’s a way to improve your marketing strategy.
No pressure, no hard sell — just a genuine conversation about growing your business the right way.

Sound good? Reach out, and let’s talk.