Marketing has changed. And so have people. The breed of new marketers is under 40 years old, successful and experienced – they have worked for large companies and small businesses and now run their own mini-agencies.
One thing binds them all: they believe that marketing is not about selling. Instead, it’s helping the audience.
1. They talk like people, not like companies
How marketers interact with each other, with other companies, and even with their audiences often sounds like an incomprehensible nonsense. This is a sure way to distance yourself from everyone else, even if it is not a point. The new marketers use natural language, not business language. They are easy to understand and they do not use business words to dress the dull concept. They use creatives who share the same values so that the content they create is accessible.
2. They know that many agencies are slow, unimaginative and expensive
Large agencies have great power. Some do a great job. Some will win prizes. But many are more interested in numbers than results. They are inefficient, tend to tell the customer what they want to hear, and require huge sums.
New marketers don’t work that way. They have small teams in small offices – if they have an office at all – so the client doesn’t pay for their gorgeous building with the rent that comes with it.
They work fast and cross borders – but they listen to the customer. And if something doesn’t work, they say it.
3. They are not interested in results marketing
It’s not just about numbers. Being able to measure something (sales leads, open rates, clicks) doesn’t make it a success – it just means you can measure it. Instead, you move to intuitive marketing when you deliver content through channels that you know your audience will respond to.
These are people who believe that marketing is more than just creating leads. In fact, they believe that marketing is anything but the creation of leads. Especially creating and then using content. For them, marketing and content is helping your audience
4. They contribute to their efforts on podcasts, LinkedIn and social media
Podcasts are not brand new. Neither is LinkedIn. But does your business have a successful podcast? Do you have an enviable connection to LinkedIn? Or is it rather a few comments and a handful of likes?
Given the time we’ve had to deal with these channels and formats, you might think that brands and companies are doing a better job of using them as a marketing tool. But they are not. Despite the fact that they often have a huge number of followers, the LinkedIn accounts of many large companies are very busy.
New marketers know that podcasts are new blogs, although they are not new and Seth Godin worked it out a few years ago. They have a lot of followers on LinkedIn and they get an enviable connection. They know how to make this content and use it to market themselves and their customers.
5. They know that your audience is not interested in your company, awards, offices and sometimes even the product
There’s a new marketing truism: no one cares about your business. Instead, people care about what you can do for them, whether on a personal or corporate level.
As much as new marketing works, it comes back to content. Content that solves problems, helps the audience, and avoids any sales is worth something to the audience. New marketers put such content ahead of everything else – once they have won the trust and interest of the audience, they can start talking about the product, the benefits and the features.