Overlooking the craft series (part 1): The Marketing of B2B, social, digital

Overlooking the craft series (part 1): The Marketing of B2B, social, digital

There is an exquisite element of art, passion and skill as we spend quality amount of time studying, practising and contributing in specific segments. Done intentionally, I call it "honing our craft(s)". Yet, compared to a specialised professional qualification or select areas in arts and culture, all other areas get overlooked. The more I dwell into my craft as a scientist, the more I must fine-tune my skills as an artist as well. I can't speak for all but mine, as I recount the stories, you might see something reflecting in yours. This a 3-part series.

Part 1 goes behind the veils of marketing in B2B, social and digital.

To me, these few have something in common: Kobe Bryant, Michael Jordan, The Rock, Meryl Streep, Michelle Yeoh, Jlo (and more). Obsession to their craft, even as it adapts. I've always admired those with obsession to their craft(s) and the work ethic that followed. There was something alluring about it. Something consistent, committed and simple about their purpose and being. (Truth be told, if you look at my inner circle, you will see these qualities reflected in those I call allies, friends and family.)

Is marketing a craft?

In comparison, my foray into marketing felt easy - mainly B2B, developing with content, social and digital. Experimenting with algorithms, studying analytics (even though the numbers make eyes swim), creating, crafting value propositions and honing messages was effortless. I experimented, studied beyond the confines of office work, observed consumer and corporate behaviour. It was play. Surely then, it cannot be a craft.

Until my boss at that time gave a poignant reminder, "Don't trivialise what you do. Just because it's easy for you doesn't mean it's meant to be overlooked."

That reminder allowed me to re-examine what I was doing. And to recognise the areas I had already begun to be a master crafts-woman. And for you too, in your respect journeys as you create your own paths.

1. You become more discerning

By being aware about skill sets within the broad spectrum of marketing, I begun to narrow down the areas I was adept in and interested in. For me, they largely fall under the areas of B2B, branding, content, social and digital. Which is why I can quickly see which marketing areas I prefer agency support (because those aren't the areas in marketing that I excel in or love, what marketing tactics to put out (e.g. B2B and B2C buyer's journeys are very different), how to craft annual strategies, what questions to ask to identify core messages.

I don't tell people I can do social media buying, even as I understand business branding and social media content. So I hone my craft by ensuring my network has those skilled in social media buying.

Be very wary when someone tells you do they do "all sorts of marketing" without being able to highlight the areas they specialise in.

2. If only it was as easy as flipping prata / pancake (depending on the indulgence food you're familiar with)

I started working at a time when digital marketeers were edging into the corporate scene, having exploded in the freelance space. What a lot of traditional marketeers did then was to include digital expertise on top of what we call "ATL / BTL" (above the line / below the line marketing). The assumption was whatever you're marketing in hardcopy or material aspects, you just flip its form to digital.

That said, digital marketing isn't just the "digital" form of everything in marketing.

In fact, most skills can be transferred across domains. That said, digital marketing isn't just the "digital" form of everything in marketing. As part of the journey, one had to dig into the analytics of search, SEO vs SEM, emails and how they are distributed, the user experience across channels of social to search to landing page to web to email. The customer journey is more complex and their experience determines their behaviour through the funnel process.

There were nuances between B2B and B2C, which was essential to highlight. Since many who may influence the business flow and approval process for marketing initiatives are familiar with the B2C in their personal lives.

3. Your personal experience does not make your professional experience

(I edge into a little pet peeve here, but given my foray and depth into my marketing craft, allow me this space.)

Just because someone has a personal Instagram, LinkedIn or Tiktok account for example, doesn't make them a social media consultant.

Be very careful when you hear this from "social media consultants": I have xxx social media account so I know what works. Social media is more prevalent now, not having a single social media account on either platform is seen as an outlier. It doesn't mean we have more social media brand consultants.

Just because someone has a personal Instagram, LinkedIn or Tiktok account for example, doesn't make them a social media consultant. One clear differentiation is that branding is different on personal and corporate branding accounts, and posting for personal or corporate align to different strategies and objectives.

Many interact with marketing with what they see, the ads, the press releases, the collateral, the presentation or other content. They see the end result, often in their own personal interaction with other brands. They do not see what it takes to get to that result - how do you select, create, target or evaluate.

I've been told "marketing makes things pretty" to just about any type of deliverable we've been tasked to produce. Not exactly, marketing makes things clear or makes things desirable so someone will take an action on it (eg. leaving their contact details, downloading content, replying to engage, requesting to purchase).

And sometimes marketing makes things pretty, only because when something is easy on the eyes, the user experience is better allow for a high engagement rate when it comes to the required call to action. And on that note...

4. Your value in your craft is that it is "easy" for you

The ability to identify issues with a value proposition, spot errors in communications, tweak messaging so they are more relevant effectively and accurately in a short timeframe is valuable. There is this meme that goes around with various versions but it goes something like this:

"If I do a job in 30 minutes, it's because I spent 10 years learning to do it in 30 minutes. You owe me for the years, not the minutes." - anon

For example, I've spotted errors in PR articles, pin point issues in client presentations, tweaked graphics and content ("reduce 2 of the flying bats on the right side, move the pumpkins closer" with respect to a Halloween post, "tweak this, repost this, place it on these dates" to effectively scale a social media channel by 400% in a year with minimal budget), create strategies and earmarked necessary budgets in minimal reviews.

It takes me a short time frame, not because it's too simple in general, but I have trained a discerning lens to spot the issues and communicate the specific solutions needed.

Looking forward: The above 4 areas largely apply to parts 2 and 3. Part 2 being FinTech (payments), Part 3 in coaching (love and intimacy).

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Welcome to my journey and the stories I have lined up for you. And if that transforms your office, the people, your business just a little bit, I am grateful. Welcome to Undiluted.

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