How To Be Successful At Modern Marketing

My tips from Content Makers Podcast

My friend Beth and I sat down and discussed Marketing, what Growth is and how to succeed at work with deep work and crystal clear communications.

I wanted to share my thoughts and top tips on my opinions on how to be successful from my 19 years in Marketing.

— Marketings Job —

• Marketing’s job has always been: Awareness, Perception, and Preference
  Or another to look at it — taking people from ~ Know → Like → Love
• Tips for serious brands or in serious verticals:
  Provide 1. Insight —2. Education — 3. Entertainment
  Drive to the action — Learn, Laugh, Love
• You have to be creative, there is no excuse in 2019 not to be creative.
  Look how filters spread and it’s putting a face or an alternative version of you front and centre. Understand this and leverage:

If you are not a brand that you can feel, touch, drink or taste, you need to replace those feelings and connections to really build affinity and advocates

— Understand The Foundations—

• Audience: Who is your target audience (not just personas or demographics)
  Everyone or as many people as possible is not an answer
• Timing: When is the best time and why
  You won’t be able to hit everyone all the time
• Test: What testing on messaging, images, video filters and style gets you the right cut through and interactions
• Touchpoints: One message is rarely enough, find out how many touchpoints it needs and what method of comms cut through

— Look At Alternatives —

• Look at the Giphy model — 10–15 seconds of entertainment time and build out from there. This is the sweet spot in time and effort.
• TikTok have been amazingly smart at blending huge marketing budget and tweaking their product to work within our networks and leverage networks effects.
• Ensure your content is easy distributed and native to play on each platform
• Gifs work natively across Twitter, Facebook and co, natively. Use their Gif Maker, it is super simple

Want more?

— Listen to the Podcast —

3. Think Beyond the Newsfeed - Director of Growth & Crowdfunding at JustGiving, Danny Denhard

— Communication is Key —

• Talk directly, confidently and be to the point
• Use simple language, cut the Marketing jargon
• Cut through by knowing the audience and make it stand out to them in 2 seconds
• Exec summaries are your friend at whatever level you operate — if you cannot summarise in 5 bullets it’s likely not clear enough
• Great business people are amazing communicators in person and on email (or instant messenger), they understand the benefit of internal and external comms and plans