Mastering Marketing: The 12 Secrets to Success You Won't Believe

Marketing is a complex and often perplexing endeavor. It requires an understanding of human behavior, a keen eye for data, and the ability to craft compelling narratives. This article delves into the 12 essential steps to mastering marketing, offering insights and practical advice for marketers and business owners alike. Whether you're a seasoned professional or just starting, these steps will guide you through the intricacies of modern marketing.

The Complexity of Marketing

Marketing strives to understand human beings, and human beings are complex. However, you have the tools to decipher this complexity. You just need to look for the right things. Let's start with the voice.

Step 1: Establishing Your Brand Voice

Who are you? What can you promise me? How can you live that promise every day? These questions are at the heart of establishing a strong brand voice. Consider Red Bull. Their promise is "wings"—an alternate reality where you can freefall from space or perfect that kickflip. This promise is reflected in their content, fueled by adrenaline and represented by a dedicated team of data scientists, brand evangelists, and multimedia heroes.

Step 2: Visual Identity

Visual identity is crucial. Gordon Lippincott, a pioneer in this field, coined the phrase "corporate identity" and gave brands the storytelling capacity to compete in a crowded market. From Campbell's Soup to Coca-Cola, Lippincott's work illustrates the importance of a consistent and compelling visual identity.

Step 3: Emotional Connection

Branding should speak to an audience on an intimate level. It should evoke an emotional response. The colors, font, typography, and even the space on the page should support your message. For instance, the Moorhead Planetarium needed a brand identity that evolved with their audience. They tasked a team with revitalizing their branding to reflect their current values and technologies.

Step 4: Leveraging Data

Data has revolutionized marketing strategy. In 2009, more data was created than in the entire history of the world preceding it. This flood of information offers insights into human behaviors. Marketing used to rely on focus groups, but now, social conversations provide a more accurate picture of consumer behavior.

Step 5: The PESO Model

The PESO model stands for Paid, Earned, Shared, and Owned media. Campaigns must be integrated because your target audience never stays in one place. For example, a campaign for HP's laptop targeted young people by recruiting artists and livestreaming the creative process, surrounding the audience with a cohesive message.

Step 6: Storytelling

Storytelling is at the core of marketing. Consider Dove's transition to the number one brand in men's body wash. They created a campaign that spoke directly to women, who make most household consumer decisions. This approach, combined with a compelling narrative, propelled Old Spice to success.

Step 7: Convergence

Success in marketing often comes from the convergence of various elements. For instance, Lat Band's campaign involved patient stories, social media engagement, and strategic advertising. This convergence led to a 25% increase in sales.

Step 8: Adaptability

Marketing strategies must be adaptable. Technology and media evolve, and so must your approach. The future of Facebook, augmented reality, and other emerging technologies will shape how we consume and share information.

Step 9: Digital Proficiency

Traditional marketing techniques are becoming less effective. Marketers must become experts in digital strategies, including social media and analytics. This proficiency allows for more targeted and effective campaigns.

Step 10: Continuous Learning

Successful marketers never stop learning. New trends, technologies, and consumer behaviors will always emerge. By continuously asking better questions, you get better answers and come closer to understanding human behavior.

Step 11: Integration

Integrating various marketing elements ensures a cohesive strategy. Whether it's combining data insights with creative storytelling or aligning paid and earned media efforts, integration is key to a successful campaign.

Step 12: Measuring Success

Success is a series of small wins. Each win provides valuable insights that inform future strategies. By measuring and analyzing these wins, you can refine your approach and achieve greater success over time.

Conclusion

Marketing is an effort to understand human behavior. Technology and media will continue to evolve, but the fundamental principles of marketing remain the same. By following these 12 steps, you can navigate the complexities of modern marketing and achieve success.

MentionBrand can help you find the best places to mention your product online and draft tailored responses, increasing visibility and lead generation. By leveraging tools like MentionBrand, you can enhance your marketing efforts and achieve your goals.

Unlock the secrets of marketing success with a deep dive into the 12 essential steps. From creating a compelling brand voice to leveraging data, discover how to master the art and science of marketing.