Now that we have the basics of digital marketing down, or so we think, we can dive into creating and managing content, right? In short, the answer is no. When I started marketing functions for a publisher, I used the old fashioned 7P method (originally 4P) Product, Price, Place and Promotion, and eventually adding People, Packaging and Process. This is still appropriate for products like Hershey's or Nike, but now they are forced to expand their traditional TV spots and game sponsorship marketing to include a digital presence. But they have the funds to drill down. Many companies, start-ups to be specific, don't have the big budget. Therefore, some serious creative approaches are needed to attract the right customers. And data is just not enough! You have to get into the minds of the audience.
Digital marketing is in a class all its own. Today, anyone and everyone can advertise their product or service which means the competition is very very stiff! Churning some great SEO content with cool images should improve a companies MQLs but this is a myth and the masses are still doing it. Effective content is about getting out the right information at the right time and exposed to the right people. So why would someone write what they think is a great piece and expect readers, who then turn into customers? It just doesn't happen unless you're solely relying on your LinkedIn followers, who by the way, already know what you do and why you write stuff-to profit! They're not new leads. Here's a surprise, robots aren't buying your products. There are actual human beings behind those dollars or pounds you seek. Yet there seems to be more concern about what Google says than what the people say.
Consider everyone involved-business and customer
It's vital that thought, consideration and empathy go into the entire scenario. When creating a marketing plan, the best place to start is the source. Connect with the teams who have boots on the ground and know what their potential customers want and need. This is especially true when marketing supports global teams. Some things to consider while in strategy mode:
- Ask questions and listen
- Get the facts-analyse the data
- Localise content plans
- Keep the communication open-weekly, monthly and quarterly reports
- Bounce new content ideas with the sales teams
- Conduct a simple Google search for your terms and learn what's being said
This concept is 2 fold. By implementing holistic marketing and the psychology of buyer behavior the MQLs will start to magically improve. Holistic marketing considers all the different parts of a business for the one single plan. The idea is, the whole is greater than the sum of its parts to offer a shared goal and purpose for all the related business activities. But take it a step further with my markology and understand the buyer as an individual human and you're already ahead of the competition.
Take a look at my markology method in action at my Marketing Logic portfolio.
