In marketing, and business in general, point of view is everything. Without a clear vision and point of view, it can be difficult to find ways to differentiate yourself from the competition and attract new customers. That being said, developing a clear vision and articulating it to others can be challenging. In fact, if you work on a team with others, such as in a marketing department, you may find that it becomes even more difficult to generate unique ideas rather than simply going with the flow. That being said, when you can work both autonomously and collaboratively, it’s much more possible to find success in a marketing team.
So, the next logical question you might be asking yourself is, “How do I go about achieving a more unique viewpoint in my work?” This is easier said than done, but with the right strategies and brainstorming approach, you can definitely find success. Keep reading for more ideas on how to bring a more unique perspective to all of your marketing discussions.
Start with why.
In his famous TED talk, Simon Sinek discusses how great companies like Apple and visionaries like Martin Luther King, Jr. have a clear “why” that they can articulate that helps them stand out in a crowded field. Sinek shares that why you do what you do impacts both what you do and how you do it, and that many companies start with what they do instead of why they do it. This simple way of reframing the way you think about both enterprise marketing and smaller marketing projects can have a major impact on your output and the way you contribute.
For example, it might be tempting for an enterprise marketer to only think about scaling things up and making more sales. However, if that’s their only focus, they’ll be paying more attention to generating more social media posts than why others might be attracted to those social media posts in the first place. It can be easy as an enterprise marketer to get bogged down by your company’s best practices and tools; however, when you have a clear why you can more effectively determine whether your best practices are actually the right fit for the project at hand.
Appealing to new homeowners as an enterprise marketer is different than appealing to homeowners who want to refinance their mortgage, even if you’re representing a large mortgage company. As such, your enterprise marketing strategy should reflect the various “whys” behind what a customer might be looking for.
Always think about the client.
As an enterprise marketer, it can be easy to fall into the same patterns of content marketing, analytics reports, and other enterprise marketing strategies without fully considering the client’s needs. Understanding your “why,” as well as your client’s “why,” is thus an important part of truly making a successful enterprise marketing strategy in the first place. For example, if you’re helping a decking company with a campaign that illustrates their deck options, it’s a good idea to focus on why you may choose one decking material over another type of decking.
Rather than trying to focus on one type of decking as the best decking material, your marketing program may instead focus on how each different type of decking has its own pros and cons, helping customers who have an understanding of why they’re shopping for a new deck and what their needs are select the right material. As such, your marketing strategy may focus on how the customer experience would differ if they picked a wood fiber like tropical hardwood, cedar deck, and other types of natural wood, versus something different than real wood such as PVC decking or an aluminum deck.
When a customer understands the pros and cons of natural wood versus an aluminum deck—and understands how decay, weather, and durability all play a role in that decision—not only are new leads going to pop up, but customer service requests are going to decrease. As such, whether you’re helping a small company or an enterprise business before you get started thinking about channel marketing and social engagement, it’s important to empower customers to understand why they might want to choose one product or service over another one.