The most common error for a business to make is to mistake marketing and sales, although the two frequently go hand in hand. Marketing is the methodology used to introduce a prospective client to a business. Sales is the finishing touch to the marketing activities – using the marketing materials to help persuade potential clients that the product is the best solution for their needs.

With the accumulation of information on the internet, marketing a business is no longer as simple as putting up a website, handing out some fliers and designing a functional brick and mortar store in an area with high traffic for a particular product.

Thinking about what type of customer is drawn to a specific product and acting to bring that customer to a business sounds very easy. In reality, everything from the website color scheme to the way a business markets has a positive or negative impact on their customer base. And the customer base is who a business wants to speak positively about their brand.

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