Marketing Starts from Within

Marketing Starts from Within

Marketing is the art of changing beliefs and of shaping opinions. It is the wonderful combination of structured planning and creativity.

Marketing is a rich, endless world of opportunities but eventually, it is what we make it. We determine our level of involvement within the company we represent, and our actions determine the final outcome. Marketing can be a magnificent tool that moves mountains – here are my two (or five) cents.

1. Listen

The easiest way to promote any product is to simply deliver the messages we desire, but that’s also the wrong way. For our content to be accurate and in order to really reach people, we must listen – to online activity, to global trends, to criticism. Listening opens a crucial door to what is actually out there, turning our marketing efforts into a beneficial tool.

2. Get involved

Marketing is more than digital channels and collateral. Good marketing equals involvement in cross-company activity, in business development and in what other departments do. Marketing that isn’t connected to the rest of the company is simply detached, operating in a vacuum. Ask, investigate, initiate and know as much as possible about the company you represent.

3. Write your own content

I’m the biggest believer in using niche specialists – those who know every bit and bite of a specific subject. This is why I always use a social media specialist, a web master and a state-of-the-art graphic designer. But when it comes to content writing – this should be left, in my eyes, in the hands of the senior marketing manager.

Content is the way to truly “feel” what we are here to promote. It might sound funny, but it’s the best way to be genuinely involved in processes and in chosen tactics. Otherwise, it’s just pure management, without the understanding.

Content represents everything we do – it’s the one thing we always use, no matter which platform or tool we choose. It is, by far, the best means to overcome global changes and match trends, and any measurement provides the best indication of its quality.

Writing content ourselves means we deepen our knowledge of the brand, of the technology, of its strengths. But most importantly, of its weaknesses: we learn how to leverage those in the most accurate way. But it’s beyond that – writing content helps us get familiar with our audience, understand their needs, be aware of the huge weight of one word over the other, and build a true story. Content writers, no matter how good they are, don’t “live” the brand like we do, and living the brand is the only way to reach no less than incredible results.

4. Open door (and mind) policy

We don’t know everything (yet). Having an open-door style means that employees of the company can approach us with ideas, thoughts and improvements. Regardless of the outcome, these discussions are fascinating, bringing new perspectives to the table, enabling true brainstorming.

Regardless of getting the entire company involved in marketing efforts and business development, it is another form of being more involved. Keep an open mind – sometimes we are too close, missing what is right in front of us.

5. Embrace FOMO & FOBO

FOMO (fear of missing out) and FOBO (fear of better options) have a bad reputation, rightly so. For marketing specialists, though, it is a way of doing our jobs much, much better. Our FOMO and FOBO brings new opportunities and refreshing collaborations, and helps us be up-to-date with the hottest trends.

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Moran Faibish is SPRING Vision’s VP Global Marketing