The following post is part of WTWH Media Marketing Lab’s ongoing blog series from MozCon 2017.
Having fear and anxiety as a marketer is contagious. As marketers, we have the ability to make a large impact on our customers, we have all of the tools to help ourselves grow, but fear and anxiety seems to hold us back. So what are marketers afraid of?
The fears of marketer-type humans
- Meaningless metrics
- Monday morning QB
- Moving target strategy
- All the world’s a marketer
- Having to market nonsense
- Lack of influence
If we fear anything – it should be disengagement – which is the limiting factor on every business. Engagement is not earned, it is built which takes limits off of any vertical. Building engagement means people care about what you sell, what you publish, they open your e-mails and spend time on your apps.
- Return visits and time In-store
- Repeat purchases
- Word of Mouth and Net Promoter Score
- Ratings and reviews
- Likes, views, votes, shares
- Sales revenue
- Customer Lifetime Value
If disengagement is an issue with your brand, it’s time to re-think what you sell and how you sell it. Tara found that disengagement is not a digital problem, but a human problem. The solution will also be human.
Rethink what you sell
- You sell a transformation, not a product.
- Problem-first > product-first.
Rethink your Customer.
From: Existing customer base and target buyers of your product
To: Anyone dealing with the problem you exist to solve
- Define the PDC/Problem from a human perspective.
- Become the expert on their Journey.
Rethink your Marketing.
From: Stories about you and your product features
To: High value fuel for their Journey
- Engagement matters
- Shift marketing from about you to for them and their journey
- Use customer journey insights for content and marketing
Turn insight into influence.
- Use story to make the business case for the resources you need
- Reposition content as rapid prototyping
- Reposition marketing as retention
- Enlist a team of change- agents: many functions, many levels, one journey
Tara-Nicholle Nelson is the CEO of Transformational Consumer Insights, the former VP of Marketing for MyFitnessPal, and author of the Transformational Consumer.