Marketing has changed. And people are doing it too. The breed of new marketers is under 40, successful and experienced – they’ve worked for big companies and small businesses, and now they run their own mini-agencies.
One thing connects them all: They believe that marketing is not about selling. Instead, it’s about helping the public.
1. They talk like humans, not like companies
The way marketers communicate with each other, with other businesses, and even with their audiences often seems insane. It’s a sure-fire method to distance yourself from everyone else, even if that’s not the idea. the new marketers use natural language, not business language. They are easy to understand and they don’t use commercial language to dress up a dull concept. They use creatives that share the same values, so the content they create is accessible.
2. They know that many agencies are slow, unimaginative, and expensive
Big agencies have great power. Some are doing a great job. Some win prizes. But many are more interested in the numbers than the results. They are inefficient, tend to tell the customer what they want to hear, and charge huge amounts of money.
New marketers don’t work that way. They have small teams, in small offices – if they have an office at all – so the client is not paying for their luxury building with the rent that goes with it.
They work fast and push boundaries, but they listen to the customer. And if something doesn’t work, they’ll say it.
3. They don’t care about performance marketing
It’s not just about numbers. Being able to measure something (leads, open rate, clicks) doesn’t make it successful – it just means you can measure it. Instead, there’s a move towards intuitive marketing, when you deliver content through channels that you know your audience is responding to.
These are people who believe that marketing is not just about generating leads for sales. In fact, they think marketing isn’t about generating leads for sales. Mostly by creating content and then using it. For them, marketing and content is about helping your audience
4. They put their efforts into podcasts, LinkedIn and social networks
Podcasts aren’t really new. LinkedIn either. But does your business have a successful podcast? Are you getting enviable engagement on LinkedIn? Or is it more of a few comments and a handful of likes?
Given how long we have had to familiarize ourselves with these channels and formats, you would think brands and businesses would do a better job using them as a marketing tool. But they are not. Although they often have a large number of subscribers, the LinkedIn accounts of many large companies get very low levels of engagement.
New marketers know podcasts are the new blogging, even if they’re nothing new and Seth Godin solved this a few years ago. They have great followers on LinkedIn and they get enviable engagement. They know how to create that content and use it to market themselves and their customers.
5. They know the public doesn’t care about your business, 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 it’s on a personal or corporate level.
Like a lot of the way new marketing works, it comes down to content. Content that solves problems, helps the audience, and avoids all kinds of sales is worth something to the audience. New marketers put this kind of content before anything else – once they gain the trust and interest of the audience, they can start talking about the product, benefits, and features.