The big problem with marketing mindset is that so often, it’s a negative rather than positive outlook on marketing.
Why is this? It’s a question I’m particularly interested in because the whole time I’ve worked in marketing, I’ve observed that marketing teams and professionals often get a bad rap.
I think there are a number of reasons, that all come down to unrealistic expectations:
- There really are a lot of marketers out there promising huge, quick wins these days, which isn’t realistic and so leaves people out of pocket and disappointed
- We live in a culture of instant gratification, so when people decide to do marketing, they want the results yesterday, which is impossible
- There’s a widespread misunderstanding of what counts as marketing and what counts as sales, and what the end result really should be. I’ve previously worked for clients who aren’t doing any sales activity and then get frustrated when marketing doesn’t generate sales (not my ideal client!)
Understanding these challenges are really important so we can start to overcome a negative marketing mindset and see marketing in a more positive light.
It starts with understanding that marketing is a long-term investment in your business, not a quick win activity you do when business isn’t looking so great.
After that, it’s important to practice patience when it comes to marketing results. Generally, when you go from barely any consistent marketing to embedding it as a more fundamental business function, it can take anywhere from around 3 months to a year (or longer sometimes!) to start seeing the fruits of your labour.
Finally, be clear on your sales process. I’ve written about the relationship between marketing and sales in previous posts because it’s so important to be clear on how they work together. Check out this post on how marketing and sales work together. If you do a load of marketing activity and expect to see results without sales activity, you’re doomed to disappointment.
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