With Valentine’s Day just around the corner, love is a great topic to cover…well love of marketing (#marketinglove). In many organizations, marketing seems to have a love/hate relationship. They love it when it works and hate it when it does not. For long term success for your organization, we want you to love it all the time. Here are the 6 reasons we love marketing:
- It’s the heart of your organization.Where does marketing fit in your organization? Well appropriate for this topic, it is the heart of your organization. Think about, what you need your audience to know about your brand, product and services comes from your marketing strategy, content and communications. Your audience is not just your clients. It also includes your team members (management, sales, etc.). To enjoy a high level of success, you, your team and clients need to receive a unified and consistent message. Anything and everything that is identified with your organization will grow from your marketing, making it the center of your activity and success.
- It tells your story.Through your content strategy, you control what you want to share about your brand, products and services. If this is executed in a consistent manner, you can deliver a strong message across all your touchpoints. It is at this point that you can make a connection with your customers and team members. “Marketing is no longer the stuff you make, but about the stories that you tell.” -Seth Godin (@ThisIsSethsBlog)
- It provides pride in ownership.There comes a great sense of satisfaction when you communicate your marketing message. When you launch your site, share a blog, post a video, mail a post card, or any other countless ways to engage your audience, you feel the pride of delivering value and solutions to other’s. You are sharing a piece of you with each touchpoint you deliver. Seeing your brand be positively received and providing value just feels good.
- It builds trust.Your marketing creates a connection with your customers and team members that allows you to build trust. The integrity and sincerity in your message married with delivering on value proposition develops a trust with your audience that will keep them returning to your message, brand, product and services. As Zig Zigler shared, “If people like you they’ll listen to you but if they trust you they’ll do business with you.”
- It allows you to learn from your customers.The reason your business exists is to deliver a solution to a problem that exists. You must engage your customers to truly understand these problems. This is accomplished by gathering reviews, opinions, recommendations, etc. Today’s digital environment makes this easier than ever. You can request reviews from customers, use surveys to gather information, leverage your business listing ratings, capture customer services interactions, and more. “The aim of marketing is to know and understand the customer so well the product or service fits him and it sells itself.” -Peter Drucker Using this information to refine your message, brand, products and services will allow you to deliver greater value.
- It is always evolving.Marketing consistently evolves in two ways. One is the various marketing solutions available to you. With advancements in technology, marketing solutions continue to grow. Whether social media options, digital printing, data collection, and all other aspects involving marketing, you can generate interaction by engaging the correct options that appeals to your target audience. The other evolution is the consistent execution and review of your current marketing efforts and message. Based on customer feedback, content creation, data analysis and value statement, you need to continual renew your engagement to stay relevant to your customers. “Don’t be afraid to get creative and experiment with your marketing.” -Mike Volpe (@mvolpe)
The general theme in these 6 reasons is the connection you want to make with your target audience. This connection is the key to your organizational success. Jay Baer (@JayBaer) shared this appropriate message, “Make your marketing so useful people would pay for it.” So, embrace and love marketing. It will not let you down.
Obviously, there are more than 6 reasons to love marketing. Hopefully, the ones we shared provide a view beyond the “nuts and bolts” of executing a marketing campaign. What are some of the reasons you love marketing? Please share!
Rich Sowa is a marketing strategist and a founder of Marketing of Things, a marketing agency specializing in strategy and services for your digital and traditional efforts.
LinkedIn: RichSowa & Marketing of Things Twitter: @MoTPros