I think this is particularly true with marketing. It is simply the case that marketing is a very complex and multifaceted endeavor and often requires a great deal of time and thought. The way we do marketing, from the way we choose our content and our messaging to how we present ourselves online, really have a profound impact on how we are perceived.
I think it’s worth noting that the way a company presents itself on the web is not just influenced by our choices about how we present ourselves on social media, but also by how we choose to present ourselves in the offline world. There is a very subtle, but very important difference between online and offline marketing. Online marketers know that they need to be ready, willing, and able to get results from their online marketing campaigns.
The difference is that when we’re in the offline world, we do a lot of the work ourselves. We know what’s required of us to get the job done.
We also know that marketing online tends to be a lot more difficult than marketing offline. We face the same distractions and our efforts are often thwarted. As you know, the key to having great online marketing is knowing your audience and understanding their needs and making sure you have the tools you need to execute.
I’m not going to pretend I’ve seen all that great marketing online, but when you have a website (or email marketing, or social media marketing, or SEO), you can see that it’s not just about the product you’re selling, it’s about your relationship with your customers, so that you can build a lasting bond with them. The same can be said for online marketing. You can’t just throw your marketing hat in the ring and expect to be taken seriously.
Marketing is all about creating a strong, positive connection with your customer or customer base. This is something you need to do all the time, whether you are selling products, attending a trade show, or even writing an email. We know this because we actually spend hours and hours every day writing emails to customers and sending out emails to customers.
Of course, building the right connection is tough! You need to make sure that you are creating a connection with your customer (or potential customer) that is: 1. Packed with value (not just the sale, but the reasons why they should buy from you). 2. Positive. 3. Positively motivates them.
If you are selling something that has the ability to get people excited about it, they will buy it. They need to see that they are getting something that will change their life for the better. Sometimes a simple visual image can make an impression that lasts for a long time, but a visual ad that moves sales is worth its weight in gold.
When someone is ready to buy something, they are more than ready to buy a product. They are ready to buy a dream. Some products are sold by marketing. Other products are sold by the sales force. It is the marketing that makes the difference. If your product is great, the marketing will make their lives better. If your marketing isn’t good, the marketing can ruin the day. We call this “marketing failure.
In retail we look at marketing as if it’s just the same as sales. But it’s not. Most of the time it’s not, but it’s not like the sales force is going to do anything about it. They are not going to come up with a way to make their sales force more effective.