Marketing should look back rather than always forward

people

Working in marketing since 5 years, I realized how much time you spend to always search for a new idea, “something that still doesn’t exist”.  I focused my career on SEO and content marketing, and god only knows how many posts per day are written about the next big thing or “what companies should do” or even better “definitive guide to win your customers”.

There is a constant race to invent something new, and yet many companies are doing it wrong. Companies are asking copywriters to write no matter what, because “content is the way to go”. You rarely focus on the quality, because there is not enough time or enough money, or simply the important part is the number of posts written per month (yeah, nice KPIs). Companies are opening blogs, social profiles and so on that quickly become ghost cities or even worse a dump of everything created.

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Marketing for the masses

havelessdomore

In a room crunching numbers. Not even real ones, but just projections.

Why not spending time to make those numbers happen?

Talking about numbers saying: “in theory” or “I believe”…, you don’t know what will happen.

But here’s a thing: work with your team, closely, to make those numbers happen. Most numbers depends on motivation of the teams, on what you’re telling with your brand to the outside world. You can do whatever meeting you want, but those numbers are not coming up because you wrote them in an excel file.

Do you want me to say “yeah, we’re gonna reach them?”. Sure I can. No problem. But I would prefer to discuss what we can do to do better with our brand and our team, which kind of story we can tell, the truth behind the brand, rather than just “it’s gonna happen because we put billions on marketing”.

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To all marketers

ship

via http://blog.yimmyayo.com/

We feel small in the face of magic and connection.

Feeling small gives us the guts to create something bigger, bigger than ourselves, the art of human connection and the gift of generosity.

(Seth Godin, 2013)