Having marketing principles are everything, but many entrepreneurs forget that. Instead, they believe marketing is about sales; that it is solely about the bottom line.
In the past, that was true. A marketer was someone who just came up with ways to enrich a company – by advertising their products, and increasing sales.
This is still true, but it is only a fraction of the truth.
Marketing has evolved and become more personal, grassroots, and, dare I say, compassionate. Here is the big secret: Your customers prefer to have a relationship with you. They want to develop a rapport and get to know what you are all about. They don’t want to interact with a product or a faceless CEO at the top of a bureaucracy.
For example, If a woman likes to wear makeup, the reason she may choose to shop at a business might have less to do with the color of the product than the fact that the company promotes sustainability and sells environmentally safe products.
Or a family wants to feed their dog quality food, so maybe they visit the mom-and-pop shop that whips up gluten free biscuits in a home-like store in order to have personal contact with each of their patrons.
The Corporate Approach is Dying
Your customers have become more aware of sales tactics and business practices that eschew decent marketing principles. They need you to attend to their needs and desires. They enjoy specialty products and services that match their unique personalities and philosophies. The corporate world of one-size-fits all solutions just isn’t working anymore.
One Target Marketing Mag article mentioned the erosion of trust in the corporate world has driven consumers to explore smaller and more personal niche markets. The article went on to say that customers now crave authenticity.
But authenticity alone will not cause your business to explode with growth.
The Two Marketing Principles
So here is the question: how do you react to modern changes in the marketplace?
Here are my two principles:
- Don’t JUST be about sales. Figure out how to connect with your customers. Get to know them and explore what they want and even what they are passionate about. Don’t let them become just numbers on a check or spreadsheet. In other words, look for connections that build a relationship. They want more than just a product; they want a cause to fight for and a human being to be inspired by.
- Be authentic. Have a timely and relevant message. Communicate that message to your market and the world. I do not necessarily mean be overtly political or create shocking ads. I just mean – stand for something. Those who will stand for something naturally will attract a similar audience. The same goes for businesses. You can’t please everyone; if you try to please everyone, you end up pleasing no one.
I believe if we follow these two principles, the rest will flow naturally. More customers will come — and with them sales and profit will follow. Your job is to please them and make your business one they connect with and see as a place of compassion that stands for something wholly human and good.
Minimum Viable Audience
(Tip: try to find your “minimum viable audience,” and cater your marketing message to speak directly to your customers. Furthermore, the two principles should exist in your mission statement and purpose. If you haven’t already, you could create an automated system that can help facilitate this process and allow you to speak to your audience with consistency).
Please reach out if you are interested in exploring your opportunities and learning more about automating your marketing and customer interactions. Use this link to schedule a meeting with me: scheduler.
As an aside, marketing automation is a proven way to generate leads and help your business grow. One article said, “According to VentureBeat Analyst Andrew Jones, 80% of those using marketing automation saw increased leads, and 77% saw increased conversions.”