Beauty Guru Michelle Phan has been able to carve a space for herself in the makeup industry by combining her artistic skills and voice acting expertise with her passion for makeup. That combination allowed her to reach over 8 million make up consumers and build a $500 million beauty empire.
Phan began a blog in 2005, where she would offer tutorials on how to apply a variety of beauty products. There she was able to build an audience that would later transfer into a YouTube channel in 2007. This was such a novelty back then, it caught the eye of not only makeup consumers, but brands and the media as well.
That attention brought a variety of opportunities for Ms. Phan – including sponsorships and advertising alliances. Today she runs a multi-million-dollar business and has become a role model for influencers worldwide.
There are many things that you can look at to decipher the success of Michelle Phan – her beauty, being
That something is the strategy she employed to get the attention of the people that catapulted her career. A strategy I like to call cross-industry marketing.
What is Cross-Industry Marketing?
There is no doubt that it’s getting harder and harder every day for businesses to differentiate themselves to their markets. That’s why you should consider a cross-industry marketing to develop a unique selling proposition for your audience.
I was first introduced to the idea of cross-industry marketing by reading the book Content Inc (written by Joe Pulizzi) in 2016. In the book, Mr. Pulizzi talked about finding that “sweet spot” between knowledge and passion, which can help give your career or business a whole new dimension to it presentation.
And then I was formally introduced to the concept by Professor Dae Ryun Change during his International Marketing Specialization at Yonsei University in South Korea. There, Professor Change referred to it as cognitive distance – which leads to creating novelty for your offers and an expansion of your target market.
Which brings me to the complaint I constantly hear from my prospects and clients: there’s too many people offering my services, how can I make myself different?
Here’s the thing – it doesn’t matter if you’re a lonely freelancer or the owner of a mega firm – you can always take advantage of the opportunities that come with implementing cross-industry marketing strategy.
When you understand how cross-industry marketing works, you will be able to select the proper tactics, platforms, and formats to present your marketing in. If you don’t, then you’ll end up doing what everyone else is doing. Thus, making your brand feel like everyone else’s.
Why You Should Implement a Cross-Industry Strategy
So, outside of authenticity for your brand, I am going to give you three more reasons why you should consider a cross-industry marketing strategy.
You Become an Innovator
This one is obvious. When you implement a cross-industry marketing strategy, you become an innovator within your industry.
You are letting your market and your field know that you are questioning the way things are. That you feel stifled by the rules and that you encourage innovation, unbound creativity, and rapid evolution.
You love to color outside the lines. And this is your way of letting the world know.
You’ll Start a Rebellion
Where there’s challenges, there’s also opportunity. And the challenge here is that many firms feel very vanilla. So, your opportunity is to put some flavor into your industry.
(Sorry for the ice cream pun… I’m kind of craving for it now)
Producing a cross-industry marketing strategy will make your firm feel different. It may also help become a better/faster/easier/more exciting problem solver to your market. If the mix works, of course.There are many things that you can look at to decipher the success of @michellephan – but there is something in particular that I look at and say, “she would have been successful regardless.”... Click To Tweet
Your Passion Will Shine Through
With a cross-industry marketing strategy, you will be able to bring a level of passion that will be unmatched.
You will love what you do more and will like to learn even more than what you already know. Which will make your service evolve as you go along.
But perhaps more important, you will be able to share that love for what you to directly to your audience. Your public will be able to taste your passion and reap the benefits of your excellent work.
The ABC of Cross-Industry Marketing
Cross-industry marketing is not a rocket science. Which is why it surprises me that so many businesses do not implement it or are afraid to do so.
Maybe it is because of how we’ve taught over the years how we should “play it safe” and “follow the straight line”. Hopefully (because you’re here) you are someone willing to take risks and doesn’t mind detouring to look for newer (and better) avenues.
But the question is – how do you put cross-industry marketing to work for you?
Here’s a brief introduction to the cross-industry marketing model:
Before you start building marketing campaigns for your offers, you need to find the area that will become the base for your content. And for that you will need to find a “sweet spot” where your content meets an audience who’s starving for it.
To discover that sweet spot, first you need to combine the knowledge or skills you offer as a service with a passion of yours. And then you need to define exactly who would take the time to consume your marketing and spend money on your offers.
Once you have foundation set for your strategy, it is time to produce. But you cannot just go and blindly post on your blog or YouTube channel in hope people will watch what you do.
Instead, you need to find a differentiator – something that makes your presentations pop. And usually, that is an area where there’s little to no competition.
Once you have your foundation built and the content selected, it is time to erect a base for your strategy. And here’s the mistake a lot of businesses (me included) make over time.
Do not try to go all over the place creating content. Find a platform where you feel comfortable giving your expertise, and establish an audience there. Then, once you have the core audience establish, you can branch out and experiment on other channels.
A defined foundation, content that differentiates from the competition, and an established platform (your base) should be enough tools to start growing your audience.
Make sure you start collecting information on those who have shown interest in your marketing efforts, so you can approach them later with your offers.
As you take on a bigger piece of the marketplace pie, you should start looking for ways to expand your presentation.
Learn what the people in your field are consuming. Is it video, images, or audio? Start planning to move your content to other areas to grow to reach on the market even more.
Once all the pieces are in place, then it is time to move ahead and start monetizing on your efforts.
You have already built a loyal fanbase who gives relevance to your content when you launch to different channels. And you have (hopefully) collected enough prospect information that a variety of opportunities will present themselves to you.
Opportunities that will allow you to cash in on the hard work you put in with your content.
What Do You Think of the Cross-Industry Marketing Concept?
Leave me a comment with your thoughts on the strategy or share a story with me about using cross-industry marketing.