A Marketers primary job is to understand their customer. What drives their buying behaviors, their decisions, their choices. It’s the marketer who is responsible for gaining this knowledge and use it to create the companys go-to-market strategy. Here are 3 things that can crush a marketers effectiveness in creating a successful strategy.
- Not challenging the status quo. For marketers joining a new team be wary of the famous “won’t work”, “tried that before”, or “our product is different”. Thomas Edison made over 1,000 attempts before the first successful light bulb. Edison said, “I didn’t fail 1,000 times. The light bulb was an invention of 1,000 steps.” Your job as a marketer is to challenge the status quo in order to find the message that best resonates with your buyer. For those marketers who have been in their current roles for a while change this up to bring a level of freshness back to the office. Read a book, talk to a collegaue, do something that provides you with an opportunity to propose trying something new.
- Lack of curiousity. Marketers are part sales person, part researcher, part engineer, part visionary, part data analyst. Given the breadth of your role the most important question you’ll have in your arsenal is “why”. Ask it often and ask it everywhere. As tools such as A/B testing become more mainstream asking why can be positioned as a quantitative inquiry and one that is backed by data. If you’re working in an enviornment where “why” may be a bit too challenging then reposition your intention as a test, a study, a pilot. No matter what you call it, it stills answers the question “why”.
- Failing to learn new things. Change is fast, faster than ever. Whether it’s marketing automation, Google’s new Penguin algorithm or dynamic content, your job tomorrow will be different from the job you leave today. Keeping up with all these changes requires a personal investment of your time and energy. Reading, webinars, conferences are all ways to keep up to speed on what’s changing and evolving in the world of digital marketing and media. Twitter is a great source of valuable content if you follow the right people and companies. Set a specific time every day for your reading. Building a routine around your personal education is a critical success factor in taking control of your professional development.