The Reluctant Marketer

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Recently I have been focusing more and more on working with very small companies. Most of my clients are either taken their maiden steps into the world of marketing, or have previously taken on some initiatives, at varying degrees of success. This is regardless of whether they’ve been in business for 2 years or 20 years. Despite having been in marketing for over two decades, this is been an enlightening process for me.

There’s a step involved in marketing that having worked for larger companies, I’ve overlooked. Looking back, perhaps even with those, I shouldn’t have.

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Marketing is Not an Add-On Function

marketing-strategies-426545_960_720I was recently at a marketing event and was asked by a newly minted graduate what I felt was the most important part of marketing. Without hesitation I said psychology. I got the sideways look asking for more, and what ensued was a great conversation about the underlying core of what marketing is and does.

Know. Thy. Audience.

I say it often enough and include it in my posts and writings regularly, but this is the heart of what we need to do. Putting aside all the tactics and platforms, before we select partners and cadences, we need to understand what our customers are looking for, how they want content, where they are looking for it, and how they use or need to use our products or services.

Don’t Market From the Boardroom.

Large and small businesses alike approach marketing as an add-on function, an extension of their sales and mission, using existing approaches, views, and biases that stem from their own views, and their own expectations.

That’s not marketing.

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Marketing Costs Less than NOT Marketing

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But Marketing does cost money, and time, and if you’re not a marketer, it will end up costing you more than just time and money. It will cost you customers.

As a small business, you’re not sure how to go about it. You probably have been relying on some basics, heavily on referrals, and a few ads or social tactics to start. But a the natural bump in new business referrals diminishes, you get the nagging sense you need to do something else. The longer you wait, the more terrifying it becomes.

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Content Marketing Mistakes

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This is a follow up to a previous post about confusing exposure with marketing. In the current environment, we are given a first row seat to a continuous stream of marketing tactics and initiatives, including the missteps. With so many people focused on the “latest fad” of content marketing (which is nether a fad nor recent!), this climate offers a chance to review what not to do.

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Trump is NOT an Expert Marketer

trumpisnotamarketerCan we just stop, please.

Imagine for a minute that the world kept saying that Trump is an expert, master at your chosen craft. Builders feel the same reaction, as do business people, educators, food companies, and writers. He claims so many specialties I’m sure you can find one in his laundry list of businesses, but indulge me for a few minutes.

Trump is not an expert in marketing.

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Step by Step Guide to Customer/Lead Email Nurturing Strategy

LeadNurturingNurturing your customer through automated emails and lead qualification processes allows your team to focus on the higher quality leads who are closer to purchasing, reducing inefficiences internally.

Equally important is offering content and touch points to your audience that increases their awareness of your products, services, and support, while simultaneously learning more about their interests, needs, and what content they deem valuable and relevant.

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Copywriting and Ego

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Over the years I’ve worked with a huge number and variety of writers, many amazing, some stellar, the majority are “good enough”, and a few are frighteningly confident with a lack of ability. Typically the bad ones are the ones who are good writers, but have developed an inflated ego that has made it impossible to deliver copy that works.

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