Marketing is both an art and a science. It requires acute attention to detail, in-depth analysis, an understanding of mass psychology and a level of creative thinking that not many people possess.
There are, however, several things that the best marketers all have in common. Below, eight members of Young Entrepreneur Council discuss these things and explain how they make marketers so good at their jobs.
1. They Conduct A Significant Amount Of Research
First, the best marketers do a significant amount of research in order to find out what their audience really needs. Then, they adjust their marketing strategy to meet those needs. By doing this, they are taking the necessary steps to ensure they are customizing their strategy to their audience’s needs so they can appeal to the target audience. Many times, the target audience has varying needs that change with time and the business landscape. It’s important to pay attention to those things in order to always be the one they go to when they need products or services in your industry. – John Rampton, Calendar
2. They Tell An Engaging Story
The best marketers know how to tell a story. They know that people are overwhelmed with all the information out there, and they can cut through the clutter by telling a story that engages their audience. Using stories, they can paint a picture for their audience and make them feel like they are a part of it. As a result, audiences are more likely to buy whatever product or service the marketer is selling because they feel connected to it. – Syed Balkhi, WPBeginner
3. They Make Data-Driven Decisions
The best marketers know how to make data-driven decisions. Not only do they love crunching numbers, but they also like building a story to communicate said numbers effectively. The best marketers keep an eye out for the trends and analyze them critically. It reflects an active effort to understand the target demographic. What makes them good at their job is that every campaign is a case study that impacts and influences campaigns to come. They bask in the glory of successful campaigns for a minute and spend the next three days critically studying what they did right, what could have been done better and how they can fix it in the future. Trends and data points inform how the best marketers set themselves apart from the rest in their league. – Candice Georgiadis, Digital Day
4. They Meld Math And Magic
Today’s best marketers understand how to meld “math and magic” (a phrase coined by iHeartMedia chairman and CEO Bob Pittman). Math refers to data analysis, the analytical side of marketing. We can capture more marketing data today than ever before, and the best marketers use data, often data their competitors don’t have, to outperform the competition. But ease of measurement and data availability can quickly become a “to the person with a hammer, everything looks like a nail” situation. Get too focused on the math of what works today, and you risk becoming averse to testing and trying new things—new creativity, new platforms, new technologies. For example, companies that went “all in” with SEO before it was easily measured got results so extraordinary that they defied belief. That’s the magical side of marketing! – Ben Landers, Blue Corona
5. They Deliver Direct Results As Well As Indirect Revenue
Successful marketers focus on delivering direct results and driving indirect revenue as well. First, it’s important that their campaigns drive positive ROI. Beyond that though, they want to make sure their efforts have an amplifying effect across the larger marketing stack. This helps to not only grow the initiatives they have direct control over, but it also helps to increase sales across the overall business. These marketers become indispensable assets since they are able to have a larger impact on company growth. – Firas Kittaneh, Amerisleep Mattress
6. They Understand The Consumer’s Struggles
Marketers are experts and understand what the consumer’s struggles are. They speak in a way that allows the consumer to feel heard and validated. When you can put yourself in the shoes of the consumer, everything shifts. Your potential customer should be able to read the content and instantly think, “It’s like they read my mind!” Now that they feel heard and validated, they are open to the solution you have to offer. It’s a no-brainer for them to accept the offer, as it sounds like a solution to their problem. – Mary Harcourt, CosmoGlo
7. They Excel At Creative Writing
The best marketers are great creative writers. Being a great creative writer is not the same as having a solid grasp of English, however. A great creative writer understands how to communicate verbal messaging visually. This is not to say that marketers have to write all copy, but the best marketers usually can. Translating the marketing vision through writing is usually one of the reasons marketers are great at their jobs. Being able to creatively describe visual and verbal messaging is really an art. – Matthew Capala, Alphametic
8. They Make Marketing Sound Natural
The best marketers know how to communicate without sounding like marketers. There’s a strong knee-jerk reaction most people have to marketing where they try to reject it as soon as they start to feel like someone is trying to sell them something. Effective marketers know how to implement “soft” and “hard” sells to customers and they also know how to build a comfortable rapport before pushing any conversions. By providing a natural conversation with their audience, an effective marketer humanizes your business, product and/or service and can bypass that negative barrier that’s built up in many people’s minds from seeing stereotypes of shady car salesmen and telemarketers in popular culture. – Bryce Welker, The CPA Exam Guy
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