Always Be Selling

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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.

An Example:

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.

New Series: Day One Strategy

Many of the best tools, experts, companies, or publications in the marketing space are there to help you improve your marketing campaigns and processes. But they assume that you are already have something in place that they can help you improve.

What if you’re starting from nothing?

The Day One Strategy series will be a weekly blog series aimed at starting from scratch. Each week, we’ll feature a topic, such as email list building or social media marketing, and offer a plan of action for getting started.

Maybe you’re a new brand or product. Maybe you’re opening up a new marketing channel. Maybe you’re simply new to the field and want to start with the basics.

Whatever the reason, we intend this blog series to be grounded in fundamentals, offering real life tips for those of you who are just now getting started in these areas.

It’s never too late to try something new. This series will help guide the way.

Stay tuned one week from today for the first installment.

Zach Heller Marketing Week in Review

Marketing is an art as well as a science. But lately it’s been shifting (along with a lot of other things) toward science. You won’t find as many people trusting their gut, relying on instinct, or acting on a hunch the way you used to. Nowadays, the most successful marketers are those that know how to work the data and make decisions based on hard analysis. If you’re an artist, you need to learn the science.

Check out last week’s posts:

  1. Marketing Myths – People Read
  2. Turning Loyal Customers into Brand Advocates
  3. Engage Your Customer Service Team

Happy Saturday!

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How to Add Value for Your Customers

Value = benefits – costs

Your customers are looking for value. If you offer them the biggest value, you are likely to get their business.

Adding value can help you in a number of ways:

  • It can help you justify a price increase
  • It can give you a competitive advantage in the marketplace
  • It can help win new customers who were not in the market before

But most companies don’t focus on adding value. They are too busy focused on cutting costs and advertising to drive growth.

It is a marketer’s job to add value. Here’s how:

  1. Do a better job solving the problem you aim to solve. People are in the market for your product because they have a problem you can solve. Improve the product, do a better job solving their problem, and you just added value.
     
  2. Solve other problems for those same customers. New products and new features can make your offerings more valuable to solving more of your customers’ problems.
     
  3. Make it easier for your customers to get the value you currently provide. Simpler purchasing and better customer support can eliminate hurdles to your solutions.
     
  4. Find new solutions to old problems. Give a man a fish, feed him for a day. Teach him out to fish, feed him for a lifetime.

Adding value is a key to successful growth. In order to add value, marketers must work with salespeople, customer service, and product teams to identify opportunities based on real customer feedback. Many times it is possible to add value without spending more money, which is an easy sell to business managers, and sure way to spur growth.

Zach Heller Marketing Week in Review

Does the news reflect what’s happening in the world, or does it decide what is happening in the world? Do we report on what we see, or do we see what we report on? What I mean to ask is, who’s in control? Not to get all big brothery here, but after reading Ryan Holiday’s Trust Me, I’m Lying, I can see how a really good PR team or publicist can control the news. It’s important for companies and consumers alike to be aware what that kind of control looks and feels like, because it may be a good marketer’s most effective weapon.

Here are last week’s posts:

  1. Underrated Series – Part 5
  2. Understanding Seasonality in Your Business
  3. Free is Never Free

Happy Saturday!

Two Ways to Boost Your Marketing Knowledge:

  1. Subscribe to the monthly newsletter to get answers to all your marketing question
  2. Subscribe to the blog and never miss another marketing post