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 creations 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 the envelope, 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 is not just a question of 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 the people who believe that marketing is not just about generating leads for sales. In fact, they think marketing is more than 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?
Considering how long we have had to familiarize ourselves with these channels and formats, you’d think brands and businesses would do a better job using them as a marketing tool. But they are not. Although they often have a very large number of followers, 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 worked on this a few years ago. They have great followings 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 type of content before anything else – once they gain the trust and interest of the audience, they can start talking about products, benefits, and features.