Marketing (at least good marketing) isn’t telling people to buy your stuff—it’s telling people why to buy your stuff. In the podcast episode, Sales Q&A: Real Talk About Closing More Without Being a Creep, co-hosts Laura and Julia discuss how sales should be more than just a pushy transaction. Your marketing needs to be the same way. Don’t put your salespeople in charge of marketing, because marketing isn’t sales. Let’s explore what you should be doing.
Marketing is About Visibility
First, you don’t want to be screaming your message into the void. Marketing’s first goal is to make the people you want to sell to know you exist. This can be approached in several different ways:
- Overhauling your search engine optimization (SEO) so you show up on Google.
- Engaging on social media platforms your customers use.
- Targeted advertising, because the internet is pay-to-win.
Marketing is About Entertainment
You can’t just be the loudest voice in the room: you’ve got to be engaging. The term “entertainment” is a choice of branding. You can have slick graphics. You can use humor and other emotional responses to get eyes on. You can provide engaging images and video to make people pause in their social media feeds and get sucked in. But you can’t be boring.
Marketing Is About Education
As I said above, you’ve got to explain why people should buy your stuff; it’s not enough to just demand it. There are many, many ways you can do this. You can provide explainer videos on products or services, have your brand ambassadors talk about it, show it off on social media, or show expertise about your field in a blog. Give people the “why” and they’ll want to know “how” to buy it.
About the enVisioning Success Podcast
This article is based on topics discussed in enVisioning Success, our weekly podcast hosted by Vision Advertising CEO Laura DiBenedetto and COO Julia Becker Collins. In it, they discuss all things business and marketing, from lead generation to leadership. Find us on PodBean to download from your platform of choice, or subscribe to our mailing list to get new episodes and other news delivered directly to your inbox. Interested in working with Vision Advertising? Learn more about our services and contact us today.
