Jeff Molander is a sales and marketing leadership speaker who’s giving actionable, short tips. Here’s one now on digital social media…
Marketers are translators — not messengers.
Need is the new want. Your business’s biggest sales & marketing challenge is to become RELEVANT to the everyday NEEDS of customers. Not wants but needs. Marketers are translators.
If your digital marketing isn’t constantly discovering customer need, analyzing it, feeding it back into your company and acting on it… you’re wasting your time and money.
Have you ever wondered about Facebook and Twitter? Is the opportunity with social media to simply hand out coupons or distribute links to blogs… or is there more here? There is. The opportunity to discover hidden customer need… nurture and capture it.
The companies I’m studying are evolving marketing. Their digital marketing function is a TRANSLATION tool. Let’s take Amazon – everyone is familiar with Amazon. Their marketing employees function as experiential shepherds. When they come into work each day, they don’t create clever messages and promotions to broadcast at customers. They don’t tell customers what they should want. They interact and TRANSLATE their evolving needs… and find ways to prompt behaviors that eventually lead to a sale.
How? By publishing and by creating UTILITIES.
By becoming endlessly USEFUL to customers they’re capturing qualitative information on need… and then acting on it.
Check the links below for more examples. And remember if your digital marketing team isn’t constantly discovering customer need, analyzing it, feeding it back into your company and acting on it you’re missing the opportunity.
Remember: Marketers are now translators. Learn more at JeffMolander.com or JeffMolander.com/speaking