Is Your Company a Marketing Novice?
If you subscribe to the basic keys to success
that apply to any marketing competency level, you are ready to consider beginning your journey at the marketing novice level. By
using simple research techniques, marketing novice companies understand customer
needs and differentiate themselves by leveraging competitive advantages. They define the purpose of their external marketing in one sentence
- for example, “to generate
leads from customers, complementary vendors and from SEO tactics”. They create a brand identity supported by
simple positioning statements such as highest value and on-time delivery along
with memorable details [attire, etiquette, etc.] They implement a simple marketing mix for pricing, promoting and distributing products
and services to their target market. Their
marketing process supports the sales process. Internal marketing motivates employees to
achieve the company’s marketing purpose and brand identity.
Excellent Content Creates a
Marketing Master Perception
Marketing
novice companies develop, manage and repurpose an up-to-date portfolio of
educational, product and promotional content and distribute it to prospects,
customers and partners through email, social media, publicity, website, blog,
and events. They build relationships with influencers in each market segment with
the goal of creating website backlinks for each other’s content. Marketing novice companies partner with an
external writer who understands the company, its products and customers.
Complementary Vendors Contribute to a Total Solution
A
marketing novice company assigns a resource to continuously recruit and nurture
best-in-class complementary vendors
who have customers in each of the company’s target markets. These partners are featured on the company’s website
with a hosted link on each other’s website.
Sales reps collaborate with complementary vendors to generate leads.
The primary KPI
for a marketing novice
company is related to the number of leads generated by each marketing program,
campaign and resource in which the company invests.
An
external advisor helps the novice to derive optimal results from its marketing
resources and to set goals for taking its marketing competency to the apprentice
level.
My Question for You
Do you
think this scenario is too complex for a marketing novice company or do you
think there are additional traits that should be included in the resume of a
marketing novice company?
