Insights from the Tactical to the Strategic
As marketers, trying to keep up with today’s fast-changing marketplace can seem like a herculean task.
Not only are there dozens of channels (everything from traditional print to the wide array of digital channels like social media and email, just to name but a few) but there is often increasing pressure on marketers to bring in more leads with fewer resources. To say marketers are stuck between a rock and a hard place today would be an understatement.
So what are today’s marketing teams to do? If having robust and well-managed strategies on every single platform available is too exhausting to even contemplate, let alone oversee, then how can marketers be successful with today’s audience?
"Now there [are] just tens, hundreds, of new channels that we have to be engaging on and that our consumers expect us to be on. Really, when we start looking at it, we've got to understand how we're going to get better insight from all of the things that we're doing and all of the prospective consumer behavior," marketing expert Robert Rose advises. "How are we going to scale our efforts across either multiple divisions, multiple products, multiple global offices, and scale our efforts to be able to address all of that in a quality way? It's a very challenging time."
To succeed today, don’t try to be everything to everyone, marketing expert Robert Rose advises. Instead, focus on providing the right marketing experiences in a way that makes sense, prioritizing audience building over lead acquisition. Robert, a Senior Contributing Analyst with the Digital Clarity Group and the Chief Strategy Officer with the Content Marketing Institute, noted this in his webinar, Connecting Content Marketing Experiences with blueriver’s Sean Schroeder.
In marketing, the logic goes that everything needs to be built around leads. So, marketers create all these content experiences and campaigns and messages for their audience. The hope is that all of this proves compelling enough for a prospect to eventually reach out to Sales and become a bona fide lead.
There are a few problems with this approach though. For one, many businesses take a “spray and pray” approach whereby they get their message on as many platforms as possible. After all, potential buyers today are using lots of different channels (email, social media, organic search, etc.) on many different devices every day. The idea then is to be everywhere the potential buyer is, at all times. But who has the time for that? As the number of possible channels proliferate, the odds of being successful on each and every one are minuscule.
Then there are the issues with the idea of leads as the sole goal of marketing. Sure, inbound leads are always great, but does that mean everyone else who isn’t ready to convert right now is chopped liver? The answer, at least in Robert’s view, is absolutely not. When you focus on building an audience with great content experiences as opposed to just hunting for leads, you can derive greater value out of your marketing efforts both today and well into the future.
"We're building an audience. We're not building leads. We're not building opportunities yet," Robert noted in the webinar. "We're building an audience - somebody that's engaged and wants to exchange some level of data, [either] behavioral or explicit - in exchange for a great experience. That's the heart of content marketing for sure, and it is the heart of what really is at the heart of content marketing, which is developing an audience."
Most marketing strategies involve offering something of value in exchange for data. More often than not, the data being requested is a phone number or an email. But what if that wasn’t the only valuable information you could glean? What if there’s more to the data-gathering equation?
And, this all assumes that you’re providing content experiences that actually lead someone to want to give over their precious private information. But how do you really know what your target market is looking for? How do you exactly what they’re interested in and where they spend their time?
Ultimately, you may not be thinking about marketing in the right manner. Essentially, there are two core elements to keep in mind. One, you need to really know your audience. And then, you need to provide them with the very best content experiences so they really want to interact with you and learn from you. That, according to Robert, is how you can be a successful marketer today.
Let’s break this down a little bit further. What do you know about your target market? At most businesses, the answer to that questions is, unfortunately, not much. Most marketing records are incomplete and disjointed.
"One of the common misconceptions here is when we start saying okay, well, we've got to look beyond customer records. Well, that assumes, by the way, that we have good customer records to begin with, because so many times I'll go into an organization and they'll say, 'Great. We've got a marketing database,' or, 'We've got a customer database.' You go, 'Great. Well, let's start using that to deliver some value or some piece of content or how do we create a content strategy that's going to be valuable to those consumers?' Once we start peeling back the layers of the data that we have, we realize we don’t really have that much or what we have, quite frankly, is all inaccurate - either inaccurate, old, or quite frankly just not that valuable," Robert said.
This is a key point, because it’s difficult to effectively market to people if you know little to nothing about them. Audience building is extremely valuable for this exact reason. If knowledge is power, then audience building is how you can accumulate your necessary knowledge.