WHAT'S THE PURPOSE OF MARKETING IF...?

As I wrap up my week, I tend to lean on inspirational or informative content that keeps my mind busy through the weekend (especially one that honors a break from labor) As I was scrolling through other marketer's perspectives and opinions, I realized a strong correlation that I've been working on fine-tuning for the past 2 months. Bare with me here as I expand.

What Is Marketing in Today's Realm?

After being immersed in an array of different strategies surrounding new acquisition, SEO, and content marketing, I realized that I wanted to provide value to the clients that I worked with. Sure, strategy and content management systems (CMS) are amazing - but I long for a personal approach that caters to the client's best interest and not only the consumer's. 

Today, effective marketing is tallied by a number of factors. It could be: visits, clicks, conversions, and even "likes." The problem is... well don't get me started on attribution management. At the end of the day, modern day marketing consists of touch points or goals that are associated with numbers that are given a monetary value. I said bare with me..

Brands are being placed in the same automation process as other entities or even their competitors. To be honest, I'm not sure what's worse. Think about that for a second.. Although agencies do their best to not cross contaminate, we all know it's bound to happen. So who wins? If we're recycling content instead of developing originality and recognition, then what are your marketing dollars really worth to you?

So, What's My Beef Then?

To be quite honest with you, I have no specific beef with this. For some companies, this is enough. But, they've already established themselves and execute their service, product effectiveness, and value. 

So, what about companies like Joe's Bait Shop that puts up $500/mo towards a content strategy? Through the grapevine, Joe heard that publishing content will help him improve his online presence. But, how is Captain Joe supposed to know what he needs - or even what works for him? In reality, he's counting on someone else to market him and he's limiting them with spend because he's unsure. So who's going to tell him?

At the same time, how inspired or enthusiastic do you think the agency is? Their priority is to persuade Joe to spend more money so they can drive more "results." They're focused on providing a glimmering light of value in the next 90 days so they can get Joe's Bait Shop on the hook, longterm. For now, he's a low retainer on the totem poll.. 

Without going into too much detail, I feel like I'm witnessing two different elements play their part in "half-assing" effectiveness. This is where my beef lies. With an old school SEO proposal, we could find ourselves waiting 90 days to even monetize the value given to Joe. For all we know, the Bait Shop is in the fishing hole for $1500 while the agency waits to upgrade before driving something purposeful. I don't even know Joe, but I feel for him - I really do. 

So, What's Your Point, Jordan?

Point A:

Both parties are wasting their time. Agency turnover is high because it's hard to keep clients engaged when results fluctuate. Every brand is different. Content and automation is great, but what is the purpose of marketing if every client is positioned the same? Why place the buggy in front of the horse?

I've tested my theory on several occasions as I've reached out to different companies for CMS or development assistance. After 10 discovery calls, I didn't discuss my vision, presentation, or message once.. Talk-points surrounded my budget, clicks, traffic, and.. my budget. What I really needed assistance with was considered an add-on and the remainder was poppycock. In other words, what I knew would bring me the most value was secondary to marketing retainers. I'm not mad though, I understand the model. Joe doesn't.

Agencies are built to handle multiple projects and it's not their responsibility (or in their scope) to define one's brand. It's inevitably up to the brand to convert their visitors. This is a huge misconception that often gets blinded by overwhelming analytical data.

Simple mathematics tends to prove that an increase in sales is bogus because conversion rates normally stay the same. You're not necessarily growing, retaining, or improving the awareness of your brand. At the end of the day, both parties are continuously overlooking opportunity to improve and replacing it with selfish initiatives. 

Point B:

Joe, what is the purpose of your marketing? If you're not even sure what you success looks like, then why spend? When consumers view your presentation (logo, tag lines, or ad phrases), are you even believable? Have you taken the time to define the reasoning behind a customer's urge to walk through your door? Are you prepared to handle an increase in business and is your staff prepared to relay the same message that you convey? Do you even have adequate landing pages to convert the traffic you gain?

It drives me crazy when I see companies invest in marketing or SEO before the user experience. Ya know, customers have brains too. For the most part, they see right through the bullshit and trust is a big factor for online sales. An agency or marketer can route business to you, but if you're not coordinating your conversion efforts, then forget about it.

Point C:

Whatever happened to "if you build it, they will come?" What is the purpose of marketing if you haven't taken the time to uniquely identify your brand, differentiate yourself, and PreFocus on (a) value(s) that you provide? Ignore the plug and pay attention to this: No matter how effective a marketing campaign is, if your message doesn't make sense then you're wasting your money. 

Positioning yourself so that you cater to your audience will always take the cake. 

Making Sense of All the Chatter.

From experience, I understand that on-boarding new clients is viewed as an opportunity. No matter what, getting them to sign is the objective. From there, you can only do so much with the investment you're given.

A client contracts a marketer because they need results. But, if they haven't taken the time to improve the presentation of their product or services, they have no business investing in a content or SEO strategy. We need to stop promoting brands that don't have their bit together.

Business owners routinely look for external help that can help them generate more sales. I get it - They take care of their "baby" so techy guys with ADHD can come up with all the creative stuff. That's perfectly fine, I'm one of those guys - We're just going about it all wrong..

Points Aside, What's the Solution?

My prerogative surrounds the development process that's continuously overlooked in this era. Anyone can start a business, but reality responds when many of them fail. Most of them fail because they haven't taken the time to establish their brand the right way.

Although I have a passion for creative content and strategic marketing, I've realized that helping brands enhance themselves on the front end can be very rewarding. Without blowing up Linkedin with a sales pitch, here are a few things that need to be "on-point" before considering marketing proposals. 

• Company name and description need to be clear - don't force it.
• Brand Messaging. (How you relate, how you can relate, how you persuade)
• The value(s) you provide. (consumer pain/needs/wants)
• Audience understanding. (marketing channels)
• Client/Customer process. (are you convenient?)
• Media, Imagery and presentation. (how to engage and establishing trust)
• Product and services (expand to reach more or simplify for clarity)
• Capabilities and priorities. (where should you start investing?)

Although these are broad statements, you can see that there are plenty of ways to improve production before serving impressions. Solid brand presentation allows you to ignore the wide net approaches of the past.

Businesses that understand their parameters rarely venture out into new realms because they're purposeful and strategic. Organizing your brand so you're recognizable while realizing your limits will help you reach sustainability. Agencies aren't going to address this for you and I'm yet to hear of a successful company that began scaling before branding. Not only will trust and clarity impact your conversion rates, but you'll build a following that returns.

Sure, big box retailers get away with touch point marketing - but take what you're given and satisfy the needs of the consumers in front of you. Establish your brand so that you're able to obtain proper exposure once you invest in a marketing plan.

PreFocus, and the rest will take care of itself.