Here’s to those beleaguered folks in marketing. The ones that sales blame because they didn’t get enough leads, and management blames when business is not growing. And look out when those profits decline. Upper management may ask, “Why isn’t marketing working?” And, of course the marketing department is always the one to feel the impact of budget tightening.
Yes, marketing is not easy. It sits in that uncomfortable space between, long-term strategy, short term revenue expectations, changing technology, and competitive pressures.
One of the biggest challenges is that good marketing often works slowly and indirectly.
A salesperson may close the deal today, but the customer may have done research and read articles provided by marketing, watched educational videos prepared by marketing, seen social media posts, looked at product comparisons.
Marketing creates the environment that makes the sale possible, even if it doesn’t receive direct credit for the final transaction. It’s a lot to overcome since management wants immediate revenue, sales wants the leads, and this is sometimes contrary to the long-term process that marketing endures.
Ironically, when marketing works well, it can become invisible. People may say: “Sales closed the deal.” But often it was Marketing that created the awareness of the product and organization.
Marketing educated the prospect so they could make a knowledgeable decision, built the confidence in the organization and the product, and kept the company visible long before the first lead and sales contact.
Without that groundwork, the sales opportunity might never have existed.
Marketing has changed dramatically over the last ten to fifteen years. There is less use of traditional advertising in newspapers, magazines, and TV. This is because of: Smartphones that gave everyone access to the Internet, social media, the latest change in search engines enhanced with AI summaries, the increased use of YouTube Video platform for advertising, the collection of consumer data, and the changes in how people consume information.
One of the most significant changes has been the use of video. YouTube has become a primary learning channel. Younger consumers use video instead of reading messages.
The biggest concept shift is that marketing has moved from broadcasting messages to educating, engaging, and building trust.
When advertising strategies change and buyers behave differently it’s time to change the marketing strategy. Spending money on expensive advertisements on TV, or print, spending money on expensive booths at trade shows, or direct mail campaigns, is no longer cost effective. Those marketeers who continue to believe in the old methodology are doomed to failure.
Sales prospects have become much more proactive. The Internet has made it easy for buyers to do their own research, they have actually come to distrust traditional marketing and advertising, they do product comparisons, and watch videos before even contacting the salespeople.
The need for the right information is especially true in large organizations where it’s important to get it right. Here are some of the questions they ask and how Kintronics Media answers them.
Why it matters: You can’t choose the right system without clearly defining the objective.
Kintronics Media has articles that help prospects understand their objectives. For example, How to Select the Right IP Camera System.
Why it matters: Buyers need to know if the product can actually meet their requirements.
We have articles that explain how things work and how they solve problems. Our article How the PTZ Cameras Work is an example.
Why it matters: The system must fit within technical constraints of their network.
We have articles that explain the network requirements. For example, Cloud IP Camera Surveillance Systems explains the bandwidth requirements of the networks.
Why it matters: Impacts cost, timeline, and success of implementation.
We have articles that help people install their system. These articles tell them what to expect. The article How to Install Your IP Camera System helps people understand the installation process.
Why it matters: Buyers evaluate both upfront and long-term investment.
Our articles compare costs. You can find our article The Real Cost of Access Control
Why it matters: Especially important for management approval.
We have articles that justify the needs, and provide ROI. See The Financial Benefits of Access Control
Those beleaguered people in marketing operate in one of the most difficult environments in business.
They are expected to: Predict changing customer behavior, keep up with evolving technology, compete for attention, support sales by providing leads, build long-term trust, and generate measurable results. All while adapting to constant changes in media, search, AI, and consumer expectations.
Successful marketing people have recognized the change in marketing methodology. From Expensive advertising to educational content that meets the needs of today’s environment.
Educational content marketing provides clear, important information that moves prospects through the sales process:
Interest → Understanding → Confidence → Decision
That is what makes Kintronics Media different. We help marketing succeed. And when it works well, it becomes one of the most valuable growth engines in the organization, even if it sometimes doesn’t get the credit it deserves.
If you would like help getting the most out of your marketing budget, please contact us at 914-944-3425, email dennis@kintronics.com, or visit our website kintronicsmedia.com.