How can you become a marketing expert without talent?
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When you are engaged in marketing- related work, remember that there is a premise that cannot be ignored - "Don't let others hate you." This is the problem that is most easily overlooked by marketers who are burdened with KPIs, need to create a lot of information, and focus on results all the time. This is also what we usually say. Before others accept your ideas, like your brand, and buy your products, you should first establish their trust in you personally. Marketers who cannot do the latter usually cannot do the former either. The reason is simple: from large brands to small individuals, the principles of popularity are not much different. What kind of marketers will be more popular? Easier to win customers? To put it another way, how to do self-marketing besides brand marketing ? Is there any way to grow faster? I think paying attention to this issue actually means paying attention to those parts beyond "professional skills" and "talents". Yu Jian just has a few insights for your reference: 1. Connect with ideas Phil Dusenberry, chairman of BBDO North America, wrote in his book Insights Beat Creativity: "If you are in an industry that generates insights, you must think of yourself as someone who imparts experience. You must think of yourself as a consultant. People seek your advice. Age, title and rank are not obstacles. It doesn't matter if you are a rookie or a veteran. What matters is the level of your opinion." Marketers, like people in other industries, need to enter circles, build connections, and find high-quality customers and partners. High-quality customers bring high-quality demands, and excellent marketers serve excellent customers. So, how is this process achieved? Yu Jian believes that when we have nothing, valuable opinions become our resource for establishing connections with the industry. Don't be shy about expressing your opinions to those who are at a higher level than you. Speak boldly, as this may not be the information they need. In the process of establishing connections through opinions, we should think about the value of this opinion to the communication object: for older CEOs, your opinion may represent the young people's novel insights into the industry; for theoretical experts, your opinion may mention the verification of their theory in an industry he is not aware of; and for entrepreneurs , your opinion may contain experience details that he is not yet aware of. The form of communication is the exchange of words, but its essence is the two-way flow of value. Therefore, in this information-flooded society, valuable opinions have become a cost-effective equation that can help you overcome age, title, and identity barriers and establish connections with key people. 2. Ask good questions "What do you think of the MINI brand advertisement?" I often ask different people questions that I am familiar with. This is not to get answers, but to help us judge each other's ability level, depth of thinking and personal style. Once you have a general idea of the operating procedures, there is nothing wrong in asking your team “what should we do” a few more times. This will help avoid blind spots in thinking and also help you gain potential insights. In addition, I think a marketer who is easily recognized by customers is the kind of person who can influence the other party's thinking angle by asking questions: A. What is the biggest feature of our product? B. What is the most significant value of our product to users? The two questions point to similar answers, but the latter question is more "user-oriented" and is more likely to guide customers to think from the user's perspective. A. What is the difference between our products and those of our competitors? B. What excites you most about making this product? The first question can easily make customers think rationally, but users usually will not accept logically "better products" and "products with more stories" are more to their taste. 3. Seek empathy A post-90s entrepreneur talked about his entrepreneurial experience at a salon and said that now the industry is talking about restoring "human nature". Before you truly understand your users and have a heart-to-heart talk with them, have you taken good care of your partners who started a business with you? In addition to taking the initiative to care for their colleagues when they are sick, he said he often prepares breakfast for them. The main job of a marketer is to deal with people, including clients, partners, advertising agencies, public relations companies, media reporters, editors, conference controllers, introducers of a project, etc. Many of these people are shallow communication partners. For example, an editor may communicate with you because of a commissioned article, and be invisible for most of the rest of the year; the controller of an event disappears after the event, and you don’t know whether you will meet him/her again in the future due to cooperation. It is worth noting that since it is impossible for you to sit down and have a heart-to-heart talk with every person you communicate with, it is completely necessary to pay attention to basic social etiquette, maintain full respect for them in daily contact, add notes to their names in a timely manner, and express gratitude for their detailed help to you without hesitation. Now think back to the teams you have worked with. There must be a young man who has just arrived. He has a somewhat strange name on WeChat, which may come from a certain character in "Gu Jian Qi Tan", or his avatar is "Dabai" in "Big Hero 6". That person is currently performing some basic work. Never ignore his feelings, be impatient to communicate with him, or refuse to try to help him just because you think he is not a key decision maker, has little experience, and does things simply. A good marketer should understand that he or she is a “value transmitter”, whether it is the value of the brand you represent or cooperate with, or the value of your personal experience. In fact, apart from "creating value" and "delivering value", marketers do not have any third thing to do. "Empathy" reminds us that until you develop a habit of delivering value to all the "touch points" that come into contact with you, you will open doors of opportunity one after another. 4. Focus Early Bruce Lee once said, "I am not afraid of someone who knows 10,000 kicks, but I am afraid of someone who practices one kick 10,000 times." I was also deeply moved after watching "God of Sushi" last time. It's incredible to think that someone would spend decades researching how to make better sushi. Although there is nothing wrong with being focused, your understanding of what it means to be focused may be wrong. The mainstream view is that focus is to do one specific thing and do it to the extreme. Isn’t this the motto of the masters? If we follow this logic, why did Nokia and Kodak fail even though they were so focused? It can be seen that concentration does not mean focusing on a certain thing. On the contrary, it should be focusing on the certain logic of an uncertain thing. E-commerce is an uncertain thing. This concept has undergone many changes in the past 10 years, but there is always a definite logic in it, just as Amazon CEO Bezos said - "I am frequently asked a question: What changes will happen in the next 10 years? I am almost never asked the opposite question: What will not change in the next 10 years? The second question is actually more important. In the retail industry, customers want low prices, fast delivery, and more choices. In the next 10 years, it is impossible for a customer to come to me and say, 'Jeff, I love Amazon, I just hope the price is a little higher' or 'I love Amazon, I just hope you can deliver more slowly.' So, when you are sure of something - even in the long run, you can make a big investment in it." Marketing is also an uncertain thing. Not only that, in the era of mobile Internet , it is very uncertain in many aspects today. Marketers should focus on the relatively certain logic as soon as possible, the sooner the better! No matter how the scope of marketing changes, some of the logic is unlikely to change in the foreseeable future. For example, technology, products, and media environment are changing almost every day, but "how to accurately grasp user needs" is always the priority and underlying logic of marketing: in the past, we conducted interviews on the streets and distributed questionnaires in traditional media. Today, we interact with users on social media, communicate at any time in WeChat groups , and establish a CRM system for data tracking and analysis. There are always uncertain ways to "grasp user needs" in a definite way. Similarly, there are many long-standing aspects of "using uncertain things to serve certain logic" in marketing, such as "What methods can more effectively build user awareness?" "How to optimize communication between brands and users?" "What methods can more accurately influence users?" "How to quickly identify the marketing value of a new technology?" "Which expression method can deliver more value to users?" "What would be a better means of customer relationship management?" The pursuit of each of these questions seems to have no end in the foreseeable future. A key issue is that you must choose a direction to focus on as soon as possible in order to become an expert in this area. The earlier, the clearer, and more lasting, the better the result. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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