As a marketer, it can be easy to focus only on those assets we typically think of as marketing assets. These include all of the emails, advertisements, promotional materials, and web pages that prospective customers might see on their journey down the marketing funnel. And no one would blame you for ignoring everything else that falls outside of this process. There are only so many hours in the day.
But what happens if we broaden our horizons a bit?
The Role of a Marketer
The role of the marketer has broadened in recent years. While many people within the marketing community do still specialize, the marketing team as a whole has to look beyond the typical marketing funnel. Our role is still to find and convert new customers. But it is also to increase loyalty, grow brand recognition, and improve the overall user experience in order to grow revenue and profitability.
For that reason, we must always be selling.
Always Be Selling
When I say “always be selling”, most people likely roll their eyes. Sound scammy?
Not quite. I don’t think that everyone should become the huckster, used car salesman, always discounting, doing whatever it takes to get the sale. Instead, what I mean is that we have to be on the lookout for all of the hidden opportunities to market to people.
When someone purchases from your company, they likely receive an email confirmation. In most companies, these email is rather dull and generic. That’s because it does not come from marketing. But why not? This is a customer touchpoint – a chance to delight and increase loyalty and recurrence.
There are hundreds, maybe thousands of these types of opportunities out there. Marketing messages must permeate throughout the global experience between your customers and your brand.
An “always selling” mentality will mean that you are cashing in on every opportunity you have to improve the experience of your customers. Your brand will become more engaging and you will grow your company.