Establishing Your “Why”: A Guide for Marketers in the Age of Meaning

In the fast-paced, ever-evolving world of marketing, it’s easy to get lost in the “what” and “how” of your day-to-day tasks. You’re focused on metrics, conversions, SEO, content strategies—the list goes on. These elements are undeniably important. Yet, focusing solely on them is like building a house without laying the foundation first; eventually, the structure will crumble. This is where your “why” comes in, serving as your guiding star, your unwavering foundation.

?Your “why” dictates how you approach your job, how you relate to customers, and how you contribute to your organization’s vision. It’s what makes you stand out from the crowd, and believe it or not, it’s also what can make you incredibly effective at your job.

Why Is “Why” So Important?

In today’s saturated market, consumers are inundated with options. They don’t just want a product or service; they want an experience, a connection, a story they can relate to. They want to know the “why” behind your brand. This is as true for B2B marketers as it is for B2C marketers. In the absence of a compelling “why,” customers are likely to move on to the next option without a second thought. You can optimize ad spend all you want, but if the core message doesn’t resonate, it will fall on deaf ears.

When the “why” is clear and compelling, everything else—your strategies, tactics, and executions—become more cohesive and impactful. It lends a sense of purpose to your endeavors, making your marketing campaigns not just a series of random actions but a concerted effort to bring about change, however small or big that might be.

Finding Your Personal “Why”

Let’s get personal for a moment. Every marketer has a professional journey, a path that led them to where they are. Perhaps you started in sales, transitioned from a different career, or studied marketing in college. It doesn’t matter how you got here; what matters is why you stayed. What is it about marketing that gets you up in the morning?

To establish your personal “why,” consider the following steps:?

Reflect on Your Journey

Think back to key moments that defined your career. Was there a project or experience that particularly resonated with you? Why did it make an impact?

Identify Common Themes

Are there recurring themes in your career that bring you joy or satisfaction? Maybe you love the storytelling aspect of marketing or get a thrill from analyzing data and seeing patterns emerge.

Consult Others

Sometimes, those around us can see our “why” more clearly than we can. Ask trusted colleagues or mentors what they think sets you apart as a marketer.

Write It Down

Articulate your “why” in a sentence or two. Make it precise, make it inspiring, and make it true to who you are.

Aligning Your “Why” with Your Organization’s “Why”

It's one thing to have a personal “why,” but how does it fit with the larger objectives of your organization? An alignment between the two not only boosts your career satisfaction but also significantly contributes to organizational success. This doesn't mean your personal “why” has to be a mirror image of your company’s, but there should be some resonance or complementarity.

Here are a few steps to align your personal “why” with your organization’s:

Research Your Organization’s Mission

If you haven’t already, delve into your organization's mission statement, vision, and core values. Understand what drives the collective efforts.

Find the Intersection

Where does your personal “why” meet your organization's mission? It could be as simple as both aiming to solve real-world problems through innovation.

Communicate

Once you find that intersection, articulate it. Whether in team meetings or one-on-ones with your manager, make it known that your personal mission aligns with the organization’s. This not only helps you stand out but also adds another layer of authenticity and passion to your work.

Implementing Your “Why” in Marketing Strategies

Your “why” is not just a philosophy; it’s an actionable guide that can visibly shape your marketing strategies. Here’s how:

Content Creation

When you know your “why,” it becomes easier to create content that resonates. Your blog posts, videos, or podcasts won’t just be about your product but will communicate your underlying mission.

Customer Engagement

Your “why” allows you to connect with customers on a deeper level. This is crucial for community management, customer service, and long-term relationship building.

Decision-Making

When faced with multiple options or strategies, your “why” can serve as a compass. Ask yourself: Which option aligns best with my “why”?

Overall, establishing your “why” is not a luxury; it’s a necessity for any marketer aspiring to make a genuine impact. It provides a lens through which to view your actions and strategies, offering a roadmap for making choices that not only drive business objectives but also provide personal fulfillment. In a profession often ruled by metrics and KPIs, let your “why” be the metric that truly counts, for it’s the ultimate measure of meaningful success.