What marketing IS, and what it ISN'T
Clients approach me ‘needing marketing work’, with a very narrow view of what it means. I don’t mean to say that they don’t understand what they’re trying to do, but sometimes their intentions are not aligned with the reality of what a solid marketing campaign involves.
98% of the time they want marketing to result in sales. It is too often reduced to a belief that writing a few social media posts, putting out some paid ads and being on every platform on the internet will make sales roll in. Although countless tools are available to aid our marketing work, it doesn’t necessarily make the process of marketing any faster or easier because the market is evolving at a rate we are only just keeping up with. The resources we have are a direct response to the demands expressed by the market - they want content, so we’ve become content-driven, they are all on mobile devices so all sites must now be responsive.
As a marketer, I am met with the challenge of needing to state my case time and time again. How do I convince clients that inbound actually works? That it is a worthwhile, long term strategy rather than a quick fix? Regardless of size, companies who are not willing to put in the time or the effort to create content, establish relationships and really get to know their audience are simply creating a funnel which falls into a deep dark well - any marketing effort is lost or wasted when the real work is not put in.
It is therefore crucial to understand some of the basic, timeless, principles of marketing. These haven’t changed since the transition from analogue to digital - it’s probably more important now than ever to understand why we do what we do amidst all the options available.
WHAT IT IS
It’s a sharing of common values (with your customers and audience)
Do you care about what they care about? Do they know that you care? Establishing this connection or common ground is foundational to any marketing initiative. Do they believe in what you stand for? Does it resonate with their values? Buyers’ motivations run deeper than basic needs. Factors such as personal beliefs, external influences and past experiences all play a part in how much or how little someone wants to invest their time and money in you. It runs on both the conscious and subconscious levels of decision-making which is often not a linear process. The buyer’s journey can be a back and forth, circular process, which means the clearer you are in their minds, the shorter this process can become.
It’s a dialogue
“I like being talked at and not being heard” - said no one ever. Good marketing, at least, is a conversation. With social media leading the brand voice the option to not listen or to simply ignore no longer exists. Dialogue is a powerful thing, especially when it is all on the public domain. Crafting your voice as a brand and how you interact with your audience is a giant piece of the journey to successful brand identity execution. Let’s face it, it’s hard to date someone with zero personality, or a bad one at that. It’s so hard. It’s downright unadvisable.
It’s a vote
A purchase is a vote. Votes are earned, usually with trust, with positive experiences, with the right dialogue and a sharing of common values. There’s very little room (or time) for ambiguity. Decide on who you are, make this clear and focus on who you want to reach. Deciding on a target audience is a challenge I’ve seen with many clients I’ve worked with. It simply can’t be ‘everyone’. Not everyone will share your values or jive with your personality, that’s just not possible. Pick your team, speak with them, listen to them, stick by them. It’s not just a good idea, it actually saves you time and resources.
WHAT IT ISN’T
It’s not a quick sell
It’s really hard to get a stranger to give you money unless you make a pretty spectacular case, and even then, you have to work to convince them. Marketing is often confused with a sales promotion - it is in fact, the exact opposite of that. Quick wins are great, windfalls are always welcome - but they’re not consistent, nor are they predictable. One way to look at it is, do you want their loyalty, or do you want a quick churn? If you can generate a steady flow of customers so that you need to spend minimal time on nurturing then your strategy is to maintain that churn. If you need to spend more time convincing, and would like to turn your one-time buyer into a repeat customer then you have to get to know them. Discounts and free stuff is not a long term strategy for building brand loyalty.
It’s not a bandaid
Bandaids fall off, and they are a very temporary solution if you have a big problem. Marketing is not a way to hide mistakes. It can, however, be an opportunity to correct them with a robust strategy and effective execution. Some companies go through a rebrand to adjust their position in the market or they may roll out a communications campaign to address a contentious issue. Whatever the reason for amends, it’s important to be transparent, humble and plain honest. It’s just becoming harder to hide when you have a digital track record that will follow you through eternity.
It’s not a trick (at least it shouldn’t be)
Marketing can be greeted with a lot of cynicism because of how it can be abused. It’s a tool that, when backed with ample resources, can literally change perception, feelings and behaviours. The need for transparency and authenticity is a given, and to deliver on your word is an expectation. Half the work is maintaining consistency with your promise. With user ratings and platforms solely dedicated to customer experience like Glassdoor and Yelp, it’s easier to call out brands and businesses who fall short on their promises. Therefore, it may be prudent to think twice about misleading messages or inflated claims. Your customers will stalk you. Be consistent.
It all boils down to this - marketing is an investment of time and money. There is little point undertaking any marketing efforts if:
- You don’t want long term growth
- You don’t really believe in your brand
- You believe that marketing works overnight
In the age of digital consumerism buyers are more savvy and informed than ever. They literally have the whole world to shop from. They are more discerning about the information they consume. They are quick to switch when a competitor offer hits the sweet spot - therefore, being genuine and transparent is not just good practice, it’s imperative.
Why would you expect anyone to invest the time and money in you if you're not prepared to do the same for them?
(c) Mary Cruz 2017