What Marketing Really Is (and What It Isn’t)

If you ask ten people what marketing is, you’ll probably get ten different answers. Some will say social media. Others will say advertising. A few will shrug and admit they don’t really know.

Here’s the truth: marketing is much bigger than social media.

Marketing is the comprehensive process of identifying what people need, creating products or services to meet those needs, and then positioning those offerings so they deliver value—not just to customers, but to the business and community around them. Done well, marketing builds relationships, sparks trust and generates profit.

It’s everything from research and product development to pricing, communication, and distribution. Whether you’re B2B or B2C, marketing is the connective tissue between what you offer and the people who need it.

Why I’m Writing This Blog (Again)

For years, I was guilty of writing “random” blog topics. I’d post when inspiration struck, but there wasn’t a through-line. This time is different. I want feliciasherrod.com to be a resource—for business owners, for new marketers, and for anyone curious about how this field really works.

This is where I’ll teach what I know, share what I’m building with clients, and break down marketing from the ground up. Because here’s the reality: too many people believe marketing = Instagram posts. It’s not. Social media is just one tactic. Let’s zoom out.

The Core of Marketing

There are a few foundational truths every business should understand:

1. Customer Focus
Marketing starts with the customer. Before you design a product, launch a service, or put out an offer, you need to know who you’re serving and why it matters to them. Otherwise, you’re just creating noise.

2. Creating Value
Marketing isn’t about convincing people to buy something they don’t want. It’s about shaping and positioning your product or service so it provides real, recognizable value—so much that customers want to buy.

3. Strategy and Tactics
Strategy is the plan. Tactics are the actions. Too many businesses get stuck in the tactics—posting endlessly, running ads, sending emails—without a guiding strategy. That’s when I usually get called in. I bring businesses back to the blueprint, then rebuild the tactics so they actually work.

4. The Four P’s
Product. Price. Place. Promotion. This framework is still the bedrock of marketing. Ignore it, and your efforts will be scattered. Build on it, and you’ll create clarity and consistency across everything you do.

What Marketing Looks Like in 2025

Marketing today spans both digital and physical spaces:

• Digital Marketing: Websites, SEO, email campaigns, paid ads, analytics. This isn’t just social media—it’s your entire online footprint.

• Content Marketing: Blogs, podcasts, videos, commercials, guides. If it educates or engages your audience, it’s content marketing.

• Social Media Marketing: Yes, Instagram and TikTok matter. But they’re tools, not the whole toolbox.

• Event & Experiential Marketing: Bringing people together in real spaces still matters—probably more than ever. A well-done event tells your story in a way no digital ad can.

Event Marketing: The Power of Face-to-Face

There’s nothing like connecting with people in person. Event marketing is about sponsoring, hosting, or participating in events to interact directly with potential customers.

You can:

• Host your own events—at your office, studio, or off-site.

• Participate in existing events—by tabling, speaking, or networking.

• Sponsor others—help a smaller brand cover their costs and in return, make sure your banner or signage is visible. (Pro tip: never settle for just putting business cards on a table. Visibility matters.)

Events create experiences. They tell a story. And stories stick with people long after a flyer or an Instagram post has been forgotten.

The Marketing Process: 5 Steps

Marketing isn’t a one-and-done effort. It’s an ongoing cycle. Here are the five steps I walk clients through:

1. Set Goals
Start with SMART goals—specific, measurable, attainable, relevant, and time-based. “I want a bomb website tomorrow” isn’t a goal. “I want a functional website launched in 90 days that can sell products online” is.

2. Budget Allocation
Know what you’re working with financially. Too many companies dive in without a budget, then panic when costs surface. Budget first. Build second.

3. Research & Planning
Identify your customer, study their needs, and plan how to reach them. Marketing isn’t about what you like—it’s about how they interact, digest information, and make decisions.

4. Implementation
Execution is everything. Even the best strategies fail if they’re poorly executed. Strong leadership and attention to detail matter here.

5. Monitoring & Adjustment
Marketing is never finished. You measure, analyze, adjust, and repeat. That’s why I tell clients—even after a contract ends, I often peek in on their Google Ads or site performance. I want what we built to keep working.

Final Word

If you’ve been treating marketing like a one-off project, it’s time to stop. A legitimate business needs marketing as an ongoing process—not a side hustle, not “just social media,” but a structured, strategic, and continuous effort.

And if you can’t afford a full team? Hire a partner like me. I don’t just “do” marketing—I build systems, strategy, and sustainability for the long haul.

Contact me through my website form to start the conversation.