Saturday, 2 November 2019

Marketing often impacts the culture of the business

I recently went full circle with a business, for the first time: a marketing engagement that became a branding engagement that evolved into a sales engagement and ended up as cultural engagement. Or, in everyday language, what started as "help us with our next Facebook post" became "how should we change as a company to successfully engage with customers."

Heavy stuff, but quite understandable, if you think about it. Marketing is the voice of the company and what anyone says about themselves reflects genuinely about who they are. In "company language", that is culture.

The challenge with most marketing engagements is this: it starts superficially and stay there, yet, for it to work, and deliver new leads, the business itself often needs to change.
What you communicate through marketing is just the front end of every aspect of the company. Think about how the marketing message is impacted by things such as:
  • Are you obsessing over the next sale, or trying to build a long term relationship with your customers?
  • Do you fight on price, or negotiate on value?
  • Are you merely highlighting product functionality, or going deeper to highlight solutions?

These are marketing questions with roots deep into the heart of the business.

In truth, most businesses are happy to settle for superficial marketing. It ticks the box, and the next sale will happen whether they are on Facebook or not. But these are not the companies that will outlast the competition, be inter-generational, and win tomorrow.

To do marketing that grows brand awareness and deliver new business opportunities often requires a much more in-depth review of how the business operates. Ultimately, every aspect of a company that impacts its core has an impact on its culture - the "actual" fluffy stuff, and the most important too!

Does your business culture allow it to do effective marketing?