4 End-Of-Decade Marketing Myths To Forget In The Next Decade
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Marketing is not “rocket surgery.” However it can be pretty darn difficult to do marketing right today if you’re still operating from a mindset that no longer works. Here are some marketing myths to destroy in order to make this your best year ever. Let’s explore further.
I cut my teeth doing telemarketing or cold calling selling vacation rentals. Every day we would enter non-descript multipurpose gray business building, wander into a sea of gray cubicles wearing our finest business casual attire, get some (lukewarm) ‘motivation’ centered around beating another team of salespeople, then hit our printouts of phone numbers. A good day meant pounding 147 phone numbers (the number still sticks with me to this day). My first position in ‘marketing’ would soon follow.
I soon transitioned from my telemarketing role, interrupting people at dinnertime to sell them vacation packages to my first marketing role, where I interrupted restaurant owners via cold calling or impromptu visits in order to sell mobile apps. I was encouraged to pressure, inconvenience, and corner until the person in charge said yes (it’s just how I came up).
Then shortly into this career as a ‘guy in the field,’ I tried talking to my boss about this new marketing stuff, I’d heard of, specifically content marketing.
I had the audacity to suggest, “This might work.”
He quickly turned me down as being unrealistic. Certainly it was going to take me some time to get my mind right concerning marketing.
Thankfully, having been in this industry for a minute, I’ve had the chance to experience from both my personal work and through that of business colleagues ways that marketing helps make a meaningful impact.
This comes about by actively working against the big marketing myths that stop business owners and executives in their tracks.
Big Marketing Myth #1: Marketing is talking about your products to sell them.
Wrong. This is a million miles from the truth. As one of my marketing mentors Frank Kern loves to teach, “nobody gives a s$&% about us.” This extends to our products. What people care about is getting their problem solved.
Think about it: when you have a clog in your bathroom sink, do you really care which brand of de-clogger the plumber uses? Drano or Liquid Plumber? Of course not, because when you pay for that professional’s time, you are buying the unclogged sink not so much a brand as a solution.
That is why 50 variations of every solution can be made available to every man, woman, and child in America without utter cannibalization. People only care if your product helps them get their s$&% done.
Big Marketing Myth #2: I’ve tried marketing and it doesn’t work for me.
Though I can’t prove it facts and figures, I’d argue we all do marketing, just like we all do selling. If you’ve ever had a childhood friend talk you up to a girl you liked or someone give you a favorable introduction in order to help get a new customer for your business, you’ve participated in your own marketing campaign. Think of marketing as nothing more than the sharing of persuasive and factual information for the purpose of conversion, sales or otherwise.
Now that we’ve established that you’re both a salesperson and a marketer (what will you do with yourself 🙂 , what should you do to improve your lead generation?
While you always want to test the lead generation channels you’re using to see what works best, I recommend you take a balanced approach, doing both outbound and inbound marketing.
What do I mean by doing outbound marketing and B2B lead generation and inbound marketing and B2B lead generation?
Think of it this way: I would never recommend you only stock your closet with dress clothes, shiny shoes, pressed pants or skirt with a button-up top because I’d want you to be prepared for whatever event comes into your life. Likewise, given the stage of your company, you might need leads at different speeds.
Outbound B2B lead generation, which includes activities like social selling, as in interrupting unsuspecting prospects via messaging, and cold calling of other sorts, is about generating opportunities now. The other side of B2B lead generation is inbound, which involves content marketing assets, landing pages, blogs, white papers — and tends to work on a more gradual (slower) timeline. It could be a year before this strategy delivers return on investment (ROI), however, companies that establish themselves with content tend to benefit from it for years, see HubSpot and WP Engine/Dan Norris as examples.
Big Marketing Myth #3: Marketing is complicated and takes too long.
Marketing doesn’t have to be any more difficult than building relationships. A bad experience with marketing typically has a single culprit: poorly-defined goals. When a marketing project or campaign, usually instigated by an outside consultant, does not feel relevant or compelling to a business and its team/owner or is not established with sufficiently clear goals, everyone suffers — consultant included, because no one wants to work in a frustrated and unhappy atmosphere.
Giving up on marketing, and relying solely upon past spur-of-the-moment sales techniques because of some previous poor experience could be robbing your business of growth from a variety of yet-explored channels.
Let me ask you a question: did you ever learn how to drive a car, ride a bike, or set-up a website? They all seemed daunting at first, ‘cause they were new.
I, personally, have chilling memories of driving my date and company to the high school senior prom. I had just learned how to drive and obtained my license so I thought I was all good…but no one told me that driving a flashy rental full your peers and the girl you’re trying to impress is a challenge all its own. At the beginning of the voyage, I drove on the wrong side of the road—in full view of her parents. Great start, I know. But when you successfully execute the same sorts of tasks over and over, it all becomes second nature.
Also, there is no need to go it alone.
While folks in the past had to figure out it all by themselves, marketers, entrepreneurs, and business owners, no longer to need to guess when it comes to setting up marketing strategies, or funnels. I probably shouldn’t be telling you this: there’s a service called Click Funnels that will create plug-and-play marketing funnels for you (that means no consultant needed), tailored to your specific product or service. Just add copy.
Big Marketing Myth #4: Content marketing won’t work because (fill in the blank)
In the same way systems of governments over the years have changed from God-king pharaohs to parliamentary set-ups and representative democracies, marketing has changed to prioritize a multichannel and content-based approach because the environment and growing societal consciousness demands it.
Here are just some of the benefits of inbound marketing:
- You build goodwill with your audience.
- You provide real value upfront.
- Your selling is supported by your marketing efforts.
- You can do lead generation without (much) expense.
When you take the aggregate of the benefits we’ve recently discussed, you’ll notice that doing marketing correctly is a necessity for business (and professionals) looking to grow and thrive. Similar to the mobile revolution, the world doesn’t ask each one of us if we’re ready to make the change to a new mode of being and doing.
It just kind of stands there staring at us, almost like an adorable puppy (if you will), with one prevailing thought upon its mind,
Ready to go?
Hope you are. Here’s to your success!