Marketing has changed. And people do too. The number of new marketers is under 40, successful and experienced – they have worked for large corporations and small businesses and now run their own mini-agencies.
They all have one thing in common: They believe that marketing is not about sales. Instead, it’s about helping the audience.
1. You talk like people, not like companies
The way marketers communicate with one another, with other companies, and even with their audiences often sounds like incomprehensible nonsense. It’s a surefire way to distance yourself from everyone else, even if that’s not the idea. The New marketers are using natural language, not business language. They are easy to understand and do not use business language to disguise a boring concept. They use creatives who share the same values so the content they create is accessible.
2. You know that many agencies are slow, unimaginative, and expensive
Great agencies have great power. Some do a great job. Some win awards. But many are more interested in numbers than results. They are inefficient, have a tendency to tell the customer what they want to hear, and charge huge amounts.
New marketers don’t work that way. They have small teams in small offices – if they have an office at all – so that the customer doesn’t pay the rent for their fancy building.
They work fast and cross borders – but they listen to the customer. And if something doesn’t work, they’ll tell you.
3. They don’t care about performance marketing
It’s not just about the numbers. Being able to measure something (leads, open rates, click-throughs) doesn’t make it a success – it just means you can measure it. Instead, there is a movement toward intuitive marketing when you deliver content through the channels your audience is responding to.
These are people who believe that marketing is more than just generating leads for sales. In fact, they believe that marketing is nothing more than generating leads for sales. Above all, create content and then use it. For them, marketing and content is about helping your audience
4. You invest in podcasts, LinkedIn, and social media
Podcasts aren’t exactly new. Neither is LinkedIn. But does your company have a successful podcast? Are You Getting Enviable Engagement On LinkedIn? Or is it more like a few comments and a handful of likes?
Given the amount of time we had to get to grips with these channels and formats, you’d think brands and companies would be better off using them as a marketing tool. But they are not. Despite the large number of followers, many large companies’ LinkedIn accounts are very under-engaged.
New marketers know that podcasts are the new blogs even though they’re not new and Seth Godin worked that out a few years ago. They have huge followers on LinkedIn and they get enviable engagement. They know how to create and use this content to market themselves and their customers.
5. You know that audiences don’t care about your company, awards, offices, and sometimes even the product
There’s a new marketing truism: Nobody cares about your business. Instead, people care about what you can do for them, be it on a personal or corporate level.
Like so much of how new marketing works, this comes back to content. Content that solves problems, helps the audience, and avoids any kind of sale is worth something to the audience. New marketers put this type of content before anything else. Once they have gained the audience’s trust and interest, they can start talking about products, benefits, and features.