We’re All Marketers Buchzusammenfassung - das Wichtigste aus We’re All Marketers

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Zusammenfassung von We’re All Marketers

Name: We’re All Marketers
Rating: 4.4 (105 reviews)
Author: Nico De Bruyn

Nico De Bruyn

20 Go-To Principles to Help You Market Like a Marketer

4.4 (105 Bewertungen)

21 Min.

Worum geht es in We’re All Marketers?

We’re All Marketers (2019) offers a helpful overview of the tactics and principles that are guiding the world of digital marketing. Whether you’re part of a small business or a giant corporation, or you’re simply curious about how ideas are sold online, these are tips that can change the way you think about marketing.

Inhaltsübersicht

We’re All Marketers
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What’s in it for me? Learn the principles of digital marketing and make your brand stand out from the rest.

Back around 2008, there was a severe economic recession and businesses were hesitant to spend money in the unproven area of digital marketing. But in subsequent years, it’s become increasingly clear that the internet and social media are where businesses need to focus their efforts to get the attention of today’s consumers.

There’s firm evidence that the shift toward digital marketing has finally taken place. In 2017, $77.3 billion was spent on digital marketing, making it the first time this figure surpassed the amount spent on TV advertising, which came in at $72 billion that year.

But the exciting thing is, you don’t need a billion-dollar budget to successfully market your business online. To be a great digital marketer, you simply need to research and understand your target audience and the type of content they’re currently responding to. Then, you can turn your attention to creating compelling marketing content informed by your findings. Whether you choose to produce blog posts, podcasts or videos, there’s a good chance you already have the resources to promote your brand cheaply and effectively.

In these blinks you’ll learn

why Chick-fil-A will never sell a burger,
how Vans shoes became culturally relevant, and
how Nike creates loyal customers by offering free services.

Due to the emergence of social media and online reviews, we’re all marketers now.

When you’re considering going to a new restaurant or the movies, what influences your final decision on where to go or what to see? For many, a common approach is to pick out a few options and then check a website like Yelp or Rotten Tomatoes to see what people have to say about them.

And if you’re on social media sites like Twitter, Facebook or Instagram, there’s a good chance that your choices are being influenced by the opinions of the people you follow – just as your opinions are influencing your followers. In short, we’re all marketers these days.

For the past decade or so, businesses have observed the increasing power of social media to influence sales and the purchasing choices people make. According to a 2012 report in Forbes magazine that surveyed 20,000 people in the US and the UK, 81 percent reported that their buying decisions were influenced by friends and family, while 78 percent were influenced by social media.

So, to be an effective marketer, you need to recognize that it’s people, not platforms, that are influencing today’s buyers. Once you’ve grasped this, you can start to target people directly and benefit from the free word-of-mouth advertising that follows.

This kind of social marketing can’t be bought; you must earn it by building relationships with potential customers, earning their trust and offering both apparent and genuine value.

What people no longer respond to are the mass marketing tactics of old. Mass marketing attempts to appeal to the broadest possible group of consumers. This worked well back when people didn’t have so many different types of media to consume, but today there’s an overwhelming abundance of options, and an equal abundance of marketers competing for people’s attention. As such, the best way to get noticed is to appeal directly to consumers’ interests.

Ultimately, digital marketers use specific techniques to gain loyal customers who’ll be eager to spread the word about their products or services. In the next blink, we’ll start looking at those techniques and identifying ways you can make them work for your business.

To market something online, you must understand your brand and find your niche.

No matter what you’re selling, one of the first things you need to understand is your brand.

Every successful brand is more than just a logo and a name. It’s also a personality, a spirit, a certain quality that sets you apart from your competitors.

Strong brands are culturally relevant and know how to forge meaningful relationships with their customers.

A major factor that influences purchasing decisions is cultural relevance. Not only are many consumers eager to align themselves with culturally relevant brands, but they’ll also be happy to pay a premium to do so.

It used to be that only huge corporations had the necessary budget to reach such a level of awareness. But thanks to the internet, today even small brands can gain enough exposure to become cultural touchstones. This doesn’t mean your fledgling business should try to go head-to-head with Coca-Cola or Nike. Instead, you have to play a different game by locating your customers and establishing yourself in their community.

Aim for evergreen content that has a message, and use the power of storytelling.

Once you’ve identified your brand, your target audience, what you want to say to them and where they can be reached, it’s time to prepare content that will get people’s attention and ensure that they understand what your brand is all about.

There are two things you can do to make your message heard among all the chatter on the internet: tell a story and be evergreen.

Sales happen through social engagement and by offering real value.

Even if you know exactly who your customers are and where they spend their time online, it can still be a challenge to capture their attention and make a sale. Some businesses attempt to overcome this issue by casting a wide net, spamming everyone in their contact lists and shooting off unsolicited sales pitches to random strangers.

This is not how effective social selling works. Social selling is about reaching out and engaging with people on the platforms they use, building relationships and providing them with value, without overtly pushing them into a sale.

When creating content, experiment with the 3 Es: Engage, Educate and Entertain.

As you’re generating your marketing content and considering ways to offer value, you should keep the three Es in mind: Engage, Educate and Entertain.

There are, of course, different ways to provide a potential customer with value. If you’re looking to entertain, you might want to experiment with humorous videos. The author found success through a campaign on his LinkedIn profile called #SundayFunday, wherein he’d post footage of himself doing a funny dance while giving shout-outs to members of his community. As well as being entertaining, this kind of content can strengthen relationships with your customers.

Resourcefulness, analytics and good customer service can provide competitive advantages.

You probably know from personal experience that many companies put customer service low on their list of priorities. Maybe huge corporations can afford to do this, but you shouldn’t follow their lead. Providing personal, quality customer service is a smart thing to do, as it can give your business a competitive advantage.

While you may feel disheartened when a customer complains about your product or service, keep in mind that a complaint only becomes a problem if you decide to ignore it. Instead, you should view the complaint as helpful feedback about something that may be troubling other people and that should be addressed.

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Über den Autor

Nico De Bruyn fell in love with marketing after getting a degree in nutrition because he realized his heart wasn’t in it anymore. Since then he’s been studying all there is to know about modern marketing techniques. Unable to find the kind of thorough guide to digital marketing he was looking for, he set about interviewing leaders in the field and writing his first book, We’re All Marketers.

Wer We’re All Marketers lesen sollte

Students of marketing, branding and advertising
Entrepreneurs and small business owners
People interested in how ideas are sold on the internet

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