Okay, so you’re doing “good.” Whether you’ve just learned the basics of marketing or are trying to improve, you may be wondering: what next? What sets a good marketer apart from a great marketer?
These four points will help you reconsider your role as a marketer:
Say there’s a new trend like chatbots that’s shown to bring a higher conversion rate than another. It’s not easy as plug-in and then profit. What if instead of that higher conversion rate you hoped for, you instead get an increase in spam from your chatbot? Even worse, what if your new solution isn’t giving you the conversion rates you wanted?
The numbers may not tell you much. If your conversion rates are more or less the same (or just plain worse), you have two options:
Well, sometimes people don’t love the new thing you just created. Even so, you should be considering how the audience is viewing your product. If they’re, for example, typing in spam emails into form fields rather than their business emails, how could you make them trust you enough to give their proper emails?
With the chatbot example, consider how changing the form field could raise your conversion rates. Something as simple as changing the appearance of or the caption on a form field could convince the customer to enter their proper emails. Even with different examples, think outside the box rather than relying solely on what analytics report about recent trends.
Sometimes incorporating recent trends into your website’s landing page or marketing campaign is acceptable and does raise conversion rates on its own, but if it’s not producing the results you want, improve the design. Innovate.
Even if you’re hitting your targeted sales, think about how to really jumpstart that conversion rate. Even though your product may already be user-friendly and equipped with the most updated technology, what could make it better?
For example, an unexpected demographic that ends up buying your product. Rather than just thinking of the intended target audience, perhaps consider why these unexpected buyers are purchasing your products. They’re giving you their money. How can you help them get their money’s worth?
Though good marketers may not peek beyond the rising sales, great marketers consider those who hold stakes in the company. Essentially, when an opportunity to solve problems for customers arises, solve them. Not only that, but you should be studying and interacting with your audience to fully understand what they want. Great marketers are at the eyes and ears of their customers. They will work in-line with the company’s brand and mission while being passionate and driven enough to do their jobs better and better.
Say we’ve got a team: a marketer, designer, and a copywriter. Usually, many roles are involved with a marketing campaign, but let’s say there are only these three for example’s sake.
Rather than letting the designer and copywriter jump blindly into their assignments and then later berate them for their general template-like designs and language, great marketers should seek to inform and help them understand. Good marketers could collect data, share their findings, and suggest a course of action on their own. However, to be a great marketer, make sure to tell or even show your team where the numbers came from before solidifying a solution. Designers and copywriters could offer solutions and insight that a marketer might not have. Observe it together since they would think about it differently than a marketer.
Great marketers spearhead teamwork and offer leadership. After all, the success of the brand is not a solo contribution; it requires the comradery and energy of the team involved. Creating an environment where everyone has a stake in its success and fuels part of the idea builds a stronger team dynamic, facilitates collaboration, and helps the team understand the project together. It’s not one idea versus another. Instead, listen and compromise.
For example, try a brainstorming session in which the team imagines many ideas, researches them, and then chooses the most optimum one. Rather than one person forcing their opinion of the best strategy onto the others, the team decides what is the best strategy to hit all goals. Furthermore, the designer and copywriter will be able to do their own work with more context on everyone else’s understandings and goals.
Sure, conversion rates are important, but those numbers are people. Good marketers are satisfied that they bought your product now, but great marketers wonder how to keep them buying in the future.
Say we’ve got a camera bag. You may have an idea of additional accessories the buyer may want to add like straps, but how could you get them to look at them?
After a big investment like a camera bag, consumers may be off-put with a retargeting email immediately after purchase. Consider a retargeting email every other week after the purchase. Maybe you could even have emails in between retargeting ones that just involve a little friendly advice or tips on how to use their camera. If someone repeatedly leaves the camera bag straps in their cart, could you offer a small deal? Remembering to be flexible when adjusting timing could lessen opt-outs and also lead to more sales.
Essentially, get people to like your brand, not just the product. Customers don’t want to be overwhelmed by retargeting ads. Customers want to know that companies care both about the quality of their products and serving them rather than just trying to make a quick buck. Other than using more respectful selling approaches, make sure that the vision statement of your company lets them know that you care about the customer.
Don’t think only about what you did to get to where you are now. You need to keep innovating and improving to go further. Though the foundational tactics may still be effective, add onto what’s resonating. Many of these points have overlap: great marketers should be creative enough to think beyond numbers and passionate about both the company and their customers.