Marketing is…
Convo one
‘What do you do?’
'Hayley: “I’m a Chartered Marketer.”
‘Oh.’
[Their inquisitive face transforms into a blank, vacant stare.]
Convo two
‘What do you do?’
Hayley: “I’m a Marketing Consultant.”
‘Good for you, doing it on your own!’
[They smile then tilt their head.]
Convo three
‘What do you do?’
Hayley: “I work in marketing.”
‘Oh no, I don’t know if I could sit at a computer all day.’
[They glance upwards and pause for thought.]
Three conversations I had when I first wrote this in 2018 led to me explaining what marketing is, with variations on a theme each time to suit the listener...
Nothing new though. I have met many people throughout my career that don’t see the power of effective marketing.
For example, a person I formerly worked with told me marketing is a form of brainwashing. Another confirmed the idea of marketing is too corporate for them to relate to. Someone else referred to it as “fluff”; that was a fun conversation given my dedication to the profession for over a decade.
(I also had a previous colleague tell me I wouldn’t be a very good marketer and that I don’t really understand what marketing is...)
Not everyone does understand what marketing is – and that is ok. The fact that smart-thinking people recognise its importance in business means marketers like me have a role to play.
Marketing is…
For me, marketing starts with understanding people. Who can your business help? What do they need? And why would they choose your product or service?
That understanding should influence what you offer, how you price it, how people buy it and how you communicate its value. Promotion is part of marketing, but it needs something useful and relevant behind it.
A marketing strategy sets the direction: the audience you’ll focus on, the value you offer and the choices that support your business objectives. A marketing plan turns that direction into activity, with responsibilities, timing and a budget.
For example, a training business might choose to help first-time managers who need more confidence handling difficult conversations. That choice shapes the workshop, the examples used in it, the price and the message. An email or social post then gives the right people a route to find out more.
The activity makes more sense once you know what it is meant to achieve. If you’re wondering where to begin, start with why your business needs marketing and then look at what goes into a marketing strategy.
Yeah, but what do you do?
I help small businesses make sense of their marketing: who they’re trying to reach, what they need to say and where to focus their effort. My marketing consultancy gives business owners direction and a sounding board, so their next steps are connected to what the business needs.
I hold Chartered Marketer status with The Chartered Institute of Marketing (CIM).
My career started in event planning and management, moved to e-communications, then led to digital marketing (or “marketing” as I see it in this digital age…) I have been exposed to different elements of marketing meaning I have developed experience across the board.
Some marketers specialise, be it paid media, copywriting, or customer research for example; there is no set route and experience of one area of marketing can lead to another. A previous team member of mine moved from email marketing to marketing data analysis based on her ability to analyse campaign results. Another transitioned from social media marketing to community management.
Is marketing brainwashing, though?
No, of course not.
A good marketer adopts an “audience first” approach and ensures the brand is aligned with every touchpoint. That isn’t brainwashing – it’s very smart and hard to do. There is an art in managing the business process, prioritising brand values and aligning marketing efforts accordingly. Some may debate whether Sales take this into account or if their approach is all tricks and techniques (sales funnelling is a result of good marketing I should add, and perhaps a topic for another blogpost...)
Marketing isn’t always corporate either. Charity marketing for example includes fundraising, community management, social media engagement and campaigning. Charities must really think outside the box to grab attention and raise awareness.
And as for ‘fluff’. Really?