According to BusinessDictionary.com, a marketer is
A person whose duties include the identification of the goods and services desired by a set of consumers, as well as the marketing of those goods and services on behalf of a company.
So far so good. Except it’s nowhere as easy as it sounds. It’s like in those memes with sections like what the world thinks I do, what my friends think I do, what I think I do and what I actually do. The lucky ones who get to lead departments stick to planning and make sure those plans are implemented according to their vision. The rest of us do anything and everything, from establishing a strategy to setting a budget to designing and collecting branded materials. It’s a hands on approach that benefits us personally much more, because we can develop a wide range of skills. Some days can be tougher than others, and our to do lists look a lot like children’s lists to Santa, but in the end it feels great to know you’ve accomplished so much.
A marketer is first and foremost a strategist who adds value to a business. We build the bridge between our clients and their customers. As Seth Godin sees it,
“Our job is to make change. Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go.”
We will learn everything there is to learn about your business, understand the way it works, then spread the word about your company, your products and services and do it without being too obvious about it. Instead of stuffing products in the customers’ faces, we will raise their interest and attract them to you. Marketers aren’t sales people, we don’t spend our time ringing doorbells or making phone calls at any given inappropriate time.
We will define your brand and create or refine your visual identity. We will research and analyze the market to see where you can best emerge. We will create fabulous content and visuals to be shared on social media or your website. We will do everything in our power to provide your customers with relevant info that will weigh in their purchasing decision.
Although it may sound a bit presumptuous of us, we work for both our clients and their customers. Since the buying behavior has suffered radical changes, leaning on research and recommendations now more than ever, we have adapted our ways. We have to leave our selves at the door and put on the shoes of the buyer. Apart from offering information, we should pique their interest and emphasize the benefits they can have if they choose the product or service we are marketing. We should be level headed enough to do that using their own language and way of communicating instead of choosing jargon and a formal tone that nobody appreciates.
You may offer the best services and products, but only a handful of people would know about them if it weren’t for marketers. For a business to succeed, potential customers need to know about it. Marketing takes care of a wide range of details, from advertising and PR to promotions and sales. A marketer’s priority is to create awareness among potential buyers, to get the word out, with the final purpose of increasing sales. Because whether we are willing to admit it or not, it’s all about higher sales volumes. Happy customers will always spread the word about the amazing new product they’ve bought and how much easier it makes their lives. Of course, that’s an ideal case, and it does not apply to every business. But you get the drift. Through branding, a marketer will also help a company establish a reputation, which in turn will transform one time buyers into loyal customers who adhere to the same values.