How the marketing message gets around

Quite often, marketing managers would ask me or one of our crew, what we actually do.

For a long time I would get into a longwinded answer which outlined many of the disciplines we are expected to cover in the digital age.

This is even more so the case because of what we refer to as ‘marketing manager overload’, a chronic condition where business owners appoint a sole marketing person and expect them to work miracles with hardly any resources (you can click here to read more about this issue).

But anyway, back to the point. I have been asked what we actually do and nearly always gave a run down: PR, inbound marketing, blogging, lead generation, database analysis, web site maintenance and control, et al et al.

But one day, client and long time friend Mr Tony Panrucker posed this question and shook his head with each answer.

This is what he said: “You open doors”. I could see what he meant. In positions helping marketing directors as well as companies without any marketing personnel, all our outbound media efforts engineer a familiarity in the market place that when sales staff call they are not entirely anonymous at that moment.

Interestingly enough, not too long ago I was at the office of another client. The MD has a genuine interest in seeing Australian industry further itself. He referred to an article he read in a respected trade magazine, citing a man who elaborated similar beliefs to his own, and in plain simple English.

He couldn’t remember who the article quoted, but as we were walking from his office to the exit, he spotted the magazine and found article.

“See, this is the guy. He put the point forward so perfectly about why we don’t have to be looking to Asia so easily for a solution.”

The picture was of a certain Mr Tony Panrucker, and the editorial was one we prepared on his behalf and passed it onto the editorial staff of the magazine.

It used to be moments like these which provide genuine first degree association with those that are positively impacted by marketing.

But it only gets better. Content is so important now because rather than just outbound marketing, it allows your media dragnet to bring interested parties inwards, hence you are always aware of who is reading your work, responding to it, and interested in your product or service.

Our free ebook can tell you more.