Marketing is constantly evolving and the attributes that make up a top-notch marketer have surely evolved over the past 20 years. There are more tools now than ever that allow marketers to step up their game and reach audiences in new ways. The only thing that has not changed is that great marketers care about building strong relationships and providing maximum value to their audience and customers. Let’s discuss the five attributes of a strong marketer in 2021.
1. They speak multiple languages
As a marketer, you are in charge of communicating with a diverse set of people who all speak different business languages. It is often an overlooked skill that is quite important. A great marketer is able to speak with high-level CEOs, detailed CFOs, techy developers, and ultra-creative designers seamlessly all on the same day.
Not only should these languages be spoken internally for the company, but the marketer will also need to know how to communicate to different audiences that their organization serves. To learn how to speak these different languages, marketers have to observe and understand how each of their audiences operates and what is most important to them.
2. They are data-driven
Not all marketing efforts need to be data-driven, but many do. Data is our best friend when it comes to proving what is working, what isn’t, and what efforts need more support. The numbers don’t lie, and great marketers know how to analyze them correctly.
For example, upper management can be trepidatious about agreeing to an ad-spend budget without knowing the results. However, if you are able to come to the CFO with how much the ad-spend is per month, the website visitors it will generate — which will ultimately lead to clicks, leads, and conversions — and how it is able to actually generate a high ROI and revenue, then you might be able to prove that a larger ad-spend budget will be highly beneficial to the organization.
Leveraging data empowers marketers to have a stronger voice when it comes to important organizational decisions like revenue forecasting and budgeting.
3. They narrow down their buyer personas
Without having defined buyer personas, a marketer is left in the dark on who they should be targeting. A great marketer will conduct interviews and thorough research to determine who their audience is, what they care about, and the best means of communication.
Without narrowing down the buyer persona, the marketer may be capturing the attention of the wrong audience that doesn’t align with the organization. Spending time with their target audience allows a great marketer to build important empathy, thus strengthening the power of their messaging and the value of their marketing collateral. Learn more about how buyer personas help align sales and marketing efforts.
4.They put effort into podcasts, LinkedIn, and social media
Social media can sometimes be overlooked by marketers who may not understand its full value. Social media is more than just posting the latest blog — it’s about communicating and developing personal relationships with your audience. Instead of just being an impersonal brand or product, social media and podcasts allow the brand to have a voice and personality, ultimately providing insight into the why and how of the organization.
People want to feel connected to the companies that they buying from. A great marketer understands the audience’s need to personally connect with a brand and all the benefits of creating that open communication with customers. The best way to do this is through social media and podcasting.
5. They create stronger relationships through automation
Let me ask a question: how often do you remember the name of the person you randomly ran into at the store or at a party, but never exchanged contact information with? Not too frequently, right?
The same goes for business. If you don’t intentionally try to build a relationship with a person, that conversation will likely be forgotten. There are typically two ways that you actually remember someone that you’ve only met briefly — if you are introduced by a mutual friend (referral), or if you connect with them on social media and check-in regularly through text or email (nurture).
Great marketers realize the importance of nurturing leads through automation. In order to establish a strong relationship with leads or customers, you need to continuously check-in with them through social media, text, or email. It may be impossible to do this individually with thousands of people.
This is why automation is a marketer’s best friend. It can easily personalize emails and texts and will send the right message at the right time in order to capture the attention of your audience. For example, automation makes it possible to send a reminder email when someone leaves their shopping cart full on your site and show them the amazing clothes they forgot to finish purchasing. Or, you can continue nurturing a contact by sending relevant information a week after they downloaded your ebook.
A strong marketer will use automation to the fullest to create strong relationships with prospects and current customers. A marketing department that leverages automation is better able to remain agile, lean, and highly profitable as a company scales.
Having a strong marketer will provide many benefits to your organization and help build a stronger relationship with your customers. For more information about the importance of developing a great marketing department from the top-down, Read our House of Revenue™ article about 5 Things You Should Consider Before Hiring Your Fractional CMO.