People are always asking me about the future of marketing. What’s the next big thing? What should I be doing? When people ask these questions, they’re not really asking what to do. That part is easy–you should create content and be your authentic self. . Really, people asking those questions want to know how to do it. In other words, execution, is the hard part.
So what does it mean to “be your authentic self”? It means you should be real in every aspect of your marketing, including your voice, your values, and your goals. The “human” approach is already widely practiced and taught by many renowned marketing gurus. “Keeping it real” will prove increasingly important as a new generation of younger professionals become a prime market for professional services and big boy products. When appealing to this population, it’s critical to recognize that members of this new generation do not like to feel like they are being “marketed to.” On top of that, they can spot “fake” from a mile away. Your authentic self may not resonate with everyone in your target market, but you can be certain that a version of yourself that is anything less than authentic will turn off potential clients and damage your brand.
So now the question of how to execute on being your authentic self. Let’s take my company, Grade A, as an example. I like to think I’m always real. I am the same person no matter where I am or who I’m talking to. Nonetheless, in my own marketing efforts, I’ve been slower than I’d like in following my own advice and creating more content. Why? It takes a lot more effort and it’s a lot more challenging to lay everything out there in print and video than it is to be authentic during interpersonal engagement. I aim to give people the tools to overcome those challenges, such as deciding on the best format and delivery for your content, deploying the right technical resources, and distributing your content to the right audience.
My goal is not to attract clients with this website. Rather, it’s a place for me to practice what I preach.
Seriously. Most of my clients will never look at my website. Or they might, but only to see that I have a legitimate company. And besides, a lot of what I write isn’t for them. So what am I doing if my content doesn’t necessarily appeal to my target market?? That is a fantastic question! If authentic content is the future of marketing as I believe, then I am using this platform to show the world who I am, which in turn helps me engage with current and future business and thought leaders. Plus, I have a lot of STUFF (tips, info, stories) that I need to get out of my head and on paper the web. My goal is for this website to serve as a resource for anyone trying to put their authentic self out into the world. Is that a lofty goal? Sure. But aiming high is who I am.
“Grade A helped us build our pipeline, form strategic partnerships and gain exposure in the community, the media and online, ultimately helping us increase revenue by 29% in the first year and 35% in the second.”
“Delivers on its promise for a 'fresh' approach to marketing. The suggested adjustments to our message and recommended tools immediately boosted our business and continue to increase sales.”
“Excellent at taking raw information and translating it into a marketing position that resonates with prospects.”
“After 3 hours with Grade A, my marketing team was more productive the following month than they had been the entire previous year.”
There is no shortage of marketing software out there, and they all claim to help you promote, showcase, find and share more quickly and easily. The options are overwhelming so I am going to narrow and provide you with some mobile applications (all with free versions) that will make your life easier. My picks will help you work on the go and increase productivity via a smooth user-interface.Read More
The following are common pitfalls of company decision makers going through an organizational rebrand. Are you an offender?
#1 – Clinging to history. What was true then may not be true now. Look to expand, reposition & revitalize
#2 – Thinking the brand is the logo. A brand is perception, experience, quality, look, feel, communications, etc.
#3 – Navigating without a plan. Consider goals, target markets, budget/resources, stakeholders & metrics for assessingRead More