Marketing “≠” Making Money
Ever wondered why your marketing is failing?
Felt like you can’t align any of your strategies with the rest of the marketing businesses?
I am a beginner in the marketing field, learning and experimenting all the marketing tools and campaigns. On a monthly basis of over 50%, my mind stops working and feels like my efforts are reaching nowhere.
That is roughly about on a scale of 4–5 days a week, ironically it is the number of working days I spend with my job. It is a nightmare for me when I did the calculations. When I dug deeper, I found that the belief I have on marketing differs from the rest of my team. Not everybody has the same belief, a difference of opinion is common in every company and business, conflicting at the very base aim is not making me to sit well at my career.
My idea of marketing is about helping people and creating a purpose for their business existence.
Business cannot survive without creating revenue or income, but making business at a cutthroat of a customer is equal to robbing a house. I am sorry, but that is how I feel.
Sales and Marketing, most of the time confused by people; marketing is never direct. Nobody tells (or orders) people to buy stuff. It is about understanding if they have a problem, and if you have a solution at your hand, you suggest them it can be helpful, if they are interested, you hand them over to your sales team.
If you do purely your marketing because of conversion rates, then you are not helping them but trying to buy them. Business doesn’t run like that. If you believe marketing is not equivalent to making money, then here are heads up for you that might resonate with me.
Marketing terms are an alien language
Terms like buyer persona, buyer’s journey, CTR, CPC and still many more will look like plain useless words. I believe a buyer persona or buyer’s journey is not something you can assume and write.
Usually, many companies write these based on the price of their product or service. A foolish way to start your strategy. When you want to find your ideal client, find them by collecting data, asking survey questions and enough information. But if you align marketing strategy with about how much money your marketing campaign should generate, it is driving towards the customer’s pocket, not their pain problems.
Ex: CTR is click through rate. We define the number of clicks your post, link or image has received as CTR. What use you have if your CTR is 80% and all the clicks just remain as clicks. Instead, you had 10 CTR and all the clicks end up buying your product or service. Now that is successful marketing.
Empathy is your core
When I want to write something, I picture myself into my reader’s shoes. This helps me to establish a connection with them. Writing terms like “free, discount, offer” are all attracting noise to your content not leads.
If you are also someone who develops your content around emotion and trying to make your reader a.k.a target audience to feel your content, here is a big alarm to you, “Your idea will look foolish to people”
Most of the company wants to write flashily, technical English terms. Nothing wrong in writing like that, but it doesn’t work in marketing campaigns. You can have that all on your website, not in your marketing content.
Creativity and Writing skill is “not truly a skill”
It is a cliche!! Your peers will think you really don’t have a skill. People will think writing in English is like the copy and paste of the syntax codes from Google. They will believe you are not having a real job.
Don’t lose hope. Not everybody has a talent to think in creative ways. You can always learn to write code but out-of- box-thinking comes from the passion you have developed with your career. Remember that your words create an action and that action leads to generate revenue. It is like building a castle out of nothing.
Don’t beat yourself up
Everybody has bad days and they seem to be never-ending at all. Good news is when you feel stuck and you are blaming it on you, I see that you have great integrity, developed with your career and company.
For those days, just live in that confusion, read some inspiring marketing cases and campaigns. Keep yourself subtle and you will eventually outgrow it soon. It is common for the people who use their brain too much regularly to feel like this often. Whatever it is, don’t give up your beliefs and values.
Rome was not built in a day, but they did not stop their building even for one day.
Your idea of marketing is about educating and helping people. It is a good thought, you can pursue it. There will be so many hardships in implementing it, but you will win at the end since good things are meant to triumph. All the best to my fellow marketer who is sharing the same vision !!