For the decade+ I have been in marketing, I have heard these statements from clients, students and conference attendees:
“I don’t have the budget to do marketing”
“Marketing is so expensive”
“Marketing is overwhelming”
“I’m just not good at marketing”
“Marketing is so stressful”
These naysayers were great professionals with great organizations. I wanted to know why not-so-great companies were getting great marketing results and these great folks were still suffering in so-so-ville? I was sick of hearing all these victim-like statements so I began to break down why people made statements like the ones above to help get more great people over these negative mindsets and on the path to making great marketing breakthroughs. The problem boiled down to three things:
- Lack of Education
- Marketing Approach
Marketing is not overwhelming or yucky (think used car salesman and informercial marketing and big expensive ads) but one of the barriers to marketing success was that so many people think about it this way! Marketing is GREAT! It helps people know you, like you, trust you and support you if you are doing it strategically! It’s also not all about numbers. Marketing success is not about having a lot of people or followers on Facebook or millions of website visitors or gajillions of leads. Sure, some people sell to the masses and live with the classes, but there ARE riches in the niches too! It’s about quality over quantity. It’s about connecting with your IDEAL customer.
Mindset applies to who you chose to do your marketing and how you think about yourself. I love these kind of statements: “My sister’s friend is sucking at managing my website, but I don’t want to hurt his feelings or make my sister mad so I keep using him.” Ummmm, (insert tough love) so you’re going to continue to look like poo poo online because you’re afraid to let him go? This is not about him or your sister, it’s about you and your success. Do you value yourself and your success? Think about it that way? Don’t be a victim. And you don’t have to have any breakup drama if you shift your mindset to approach the firing professionally. Try “I am putting all my web work on hold while I do some rebudgeting'” (and change all your passwords). Then it’s not about him or you. No egos shattered, game over.
Break down all of those beliefs marketing is hard, overwhelming, expensive or that you have to tolerate crappy vendors. In therapy, you have to bring all of your crap up to the surface to break it down – the same applies to having a crappy mindset about marketing. Until you can see the problem, you can’t stop the problem. You can’t heal until you address what your internal barriers are. It’s all mindset. If you can believe it, you can conceive it and that applies to negative AND positive thoughts. Success comes in CANS, failure comes in CAN’Ts!
Once you past your marketing fear, then you can truly begin to get educated.
What you don’t know can hurt you. Being willing to be educated is key. You don’t need a PhD in marketing, but you do need to give a sh*t and ask questions of your vendors, staff or read an article or two once in a while.
Marketing is everything – branding, the way we answer our telephone calls and emails – even down to the way we invoice. Once you educate yourself on the true meaning of marketing, you approach it in a healthier way.
I didn’t write a book on Online Marketing for my health. I wrote it to help great people get educated. I also have marketing video courses that you can watch to self-educate. You can also search this blog too for tips and just open your eyes to what other people are doing with ads, social media, content marketing and more.
Be open to learning and Think marketing + education = markEDing®. MarkEDing is educating yourself on marketing.
markEDing® is also about how you approach marketing, which leads me to point #3:
Approach to Marketing
Marketing that is educational in focus is effective, ethical and usually helps make your approach to marketing easier! Ads that explains what you do, a great tagline, blog posts that teach, podcasts, social media posts and even graphics need to help someone understand – just be educational! markEDing® (marketing + education) works. And that’s the type of content viewers are drawn to.
Changing your mindset, getting educated, and then approaching marketing in a different way is how to play to win big with marketing.
In today’s digital marketing world, modern consumers are reliant on information at their fingertips, you have to get in the education mindset to connect with a consumer in a way that works.