Regardless of the business you’re in, your customer is never super-easy to find. And worse, if you don’t have a clear definition of who your customers are, your sales and marketing teams will spend lots of time and money trying to connect with the wrong people who are not likely to buy. Yes, without a clear definition, these teams could be going after different people for different reasons. Yikes. That sounds like a recipe for disaster, right?
The word value as it relates to an inquiry or lead for your company is defined in different ways. Many definitions arise, and those definitions vary depending on the professional trying to define it and the hat they wear within your company.
First, let me say this is not a new topic. It may, however, be a new twist on it so stay with me. Marketing teams are strategists, constantly maneuvering resources and content to increase conversion opportunities. Simple right? Let’s continue. Much like a Chess match, there are several opportunistic moves to strategically place to get closer to your goal. Each move is performed with tools (or Chess Pieces) that have strengths. However, if you’re not planning ahead with a strategy guiding content and placement… hmm… you will soon be cornered with no place to go. Sounds like Chess and marketing have a lot more in common than people thought.
Marketers and sales professionals need to pay closer attention to their customers’ needs, wants, and interactions. They are giving us clues to what makes them tick and how they want to be treated. The digital environment, which was the new frontier over 20 years ago, isn’t new any longer. But, it is changing rapidly and we need to keep pace with our customers’ expectations and communication preferences on digital.
As marketers, we are trained to create marketing content and initiatives that help attract the prospective customer. We go the extra mile to understand their motivations, pain points, questions, what customer touch points are effective and many other attributes that help create more effective marketing. We call this prospective customer a “persona.” But there’s more to understand – more on that later.
Regardless of your plan of attack after you review your data, you need to have quality data in order to make a quality assessment.
A marketing ecosystem strategy and similar to the content marketing mix and is a wonderful planning and development process that provides structure, purpose, direction, validation, and value all in one place.
Why is it some marketers are afraid of the word “strategy?” I think it’s because they can’t muster up the brain power to wrap their arms around their entire strategic ecosystem. Or maybe it’s because they would rather not organize and operate their marketing within a planned structure. Either way, when you’re missing a strategy, your team and your brand are missing out on the secret sauce of success which is a thoughtful, planned approach designed to reach and connect with customers for the right reasons.
When effective content marketing meets your customers, the magic happens. Before we dive in to the secret sauce behind the magic, what comes first, content or the customer? That’s not a trick question. It’s a real test to see which direction your content marketing is headed. If you’re not sure about how this should play out for the benefit of your marketing and your customer…read on.