Does it feel like marketing takes up too much of your time?
One of my Facebook friends, who is also a client, posted a question last week in a group that we both belong to:
Does your marketing take up more time than you spend creating content?
My answer to this question was: Yes, as it should. In fact, up to 80% of your time that is not spent directly serving your existing clients should be spent marketing. But modern marketing is more than just asking people to, “Buy this!”.
I choose the quote by Tom Anderson (above) very specifically as it speaks to the very nature of modern marketing — as “engagement” rather than selling.
If you look at marketing your business from the perspective of Engagement, you’ll see that you actually engage in many more marketing activities than you realize.
Engagement-based marketing activities include:
- Networking Events
- Social Media
- Blog Commenting
- Connecting with Promotional Partners
- Sending Birthday Cards
- Market Research
- Focus Groups
- Free Consultations
Engagement isn’t One Way
The difference between engagement-based marketing and traditional selling is that engagement marketing isn’t one-way. This means that you can’t simply talk AT your audience; you have to Listen as well. To grow your business easily, make sure some of your marketing activities involve listening to your market and you’ll discover that people will tell you what they want from your business. Formalized Market Research is the most obvious tasks that fall into this category, but so does simply listening to customer feedback and responding to comments on your blog.
The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
~ Peter Drucker
Marketing that is based on a real understanding of your customer’s needs isn’t selling at all; it is simply extending an open invitation to your prospects to become customers.