change

Even the most experienced of marketing gurus struggle a bit when confronted with a new practice in their field. Because change can make even the most confident marketer feel a little uneasy.

We never know what the future will bring. Especially when it comes to how to connect with business prospects. People are busier than ever. They also have the shortest of attention spans. And they are constantly bombarded with information.

On top of that, it seems like there’s a new way for marketers to communicate with prospects every day. Or at least often enough to make your head go spinning.

It’s insane! How do you deal with this?

I don’t have a one-size-fits-all answer, but I can give you some hints that can help. But first, let me explain how I managed to learn how to deal with the constant changes in marketing and advertising.

The Winds of Change

When I started to get really into marketing – back in the summer of 2009 – the landscape was quite different from what it is now.

You didn’t need to have a website because people were still using their Yellow Pages to find services and companies. Smartphones were not as popular as they are now. Facebook and Twitter were communication vehicles for small talk. And YouTube was the place to go for videos of cute kitties and funny stuff.

Boy, how times have changed!

Today, it is imperative to have a website; not only for companies but for professionals looking to expand their horizons. People not only have easier access to smartphones; there’s new mobile technology to go with it as well (tablets/smartwatches). Hell, even small children know how to navigate through a smartphone these days (a task that took me several months to master).

Also, Facebook and Twitter are now marketing channels for companies to connect with customers. And YouTube is the second-best search engine in the world.

Add to all of this that we have now a ton of social media channels and the fragmentation of marketing and advertising into about a hundred different sub-categories. And streaming content is now an alternative to radio and television.

Yes. For a marketer, it’s a daunting task to keep up with everything that’s going on. But there is a way for you to stay productive without losing your head.

Face Change Head-On and Win!

Even though the marketing and advertising methodologies are constantly changing, the core of it remains the same. You still must get people’s attention, deliver them a clear brand message, and persuade them to buy.

But with so many channels available to you, and enough consumer data out there to make you change your strategy every 15 seconds, how can you do it and be successful?

Here are some tips that will help you stay calm, keep a positive attitude, and don’t lose your mind in the face of change:

  1. Keep your competitive spirits high: Make sure you have the confidence to head into battle and feel like you can win. To do so, set up a group of practical marketing strategies that will help you meet your goals.
  2. If it isn’t broke, don’t fix it – I made this mistake a lot. And as a result, my marketing career got backtracked by a couple of years. If you have a strategy that is working, don’t toss it aside in exchange for something you haven’t tested before. You can check it on the side to see if it works. But don’t get rid of a strategy that is giving you results.
  3. Take pride in your work: Stand for what you believe in. And don’t try to please everyone. Let those who appreciate your job get it as they like it.
  4. Read industry publications: To keep up with what’s going on, make sure to follow trusted sources of information. And don’t just follow the happenings of your industry. Make sure to keep an eye on what’s going on within your community as well.
  5. Listen to your prospects: Understand what they want and be reactive to it. If you don’t know what the prospect’s looking for, how can you honestly say, “I’m here to help”?

Lessons Learned

Since the summer of 2009, I’ve dealt with a lot of changes in the marketing industry. From the integration of social media to the surface of “new forms of marketing”. But there’s something I’ve learned throughout all these changes: the job of the marketer remains the same.

Don’t forget the basics of marketing. Your job is quite simple – get attention, deliver a clear brand message, and persuade the prospect into buying. Yes, I know it’s harder than it sounds. But the point is, you should not deviate from that. Regardless of the changes in the marketing world.

Do you agree or disagree with me on dealing with marketing changes? Leave a comment below letting me know what’s on your mind.

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