What is the payoff for your business for doing marketing work? All that time and money you’re spending – and challenge – you’re not doing it for fun, right? In a word, I say it’s relationships: Marketing’s job is to build profitable relationships between you and your clients that drive your business forward. In today’s marketing triple, I’m going to dig a little deeper into that payoff and talk about what I see as the three fruits of successful marketing. And by the way, they all three relate directly to those stronger relationships with your clients.
Before we talk about the fruits, I want to mention the three superpowers of marketing, because they are the traits that are inherent in your business and your culture and in your marketing function that create an environment that results in these stronger relationships. So, in review, it’s the authenticity that’s about being transparent, being straightforward, being clear to your customers and your employees about who you are, what you do, and how it helps them.
Intentionality – that’s being purposeful and thoughtful and planning and doing less, but doing it better. So it’s that discipline of operations in marketing that helps you be successful and rise above the problems of campaigns that don’t work. And finally, generosity is about really sincerely caring about your customer more than you do about anything else.
Those three things together, as we said before, they have huge power and they’re totally related to the three fruits of marketing. And those three fruits come from the combination of those traits. Clarity: Your customers can clearly see what it is that you do for them and how it helps them, and that helps your relationship. Trust: Your customers, when they see your truth when they know who you are and they see part of that is helping them, and that you really sincerely want to do that. And it’s consistent over time. That builds this trust between them and you. They know you’re going to be there for them. The combination of that intentionality and that generosity create this steady stream of value for your clients. So you become a valued resource to them that they just know you are helping them be a better company or individual.
So these three superpowers directly result in the three fruits of a relationship that’s strong and profitable with your clients. It’s clear, it’s trusted, and it’s valued. I hope this was valuable to you. I’d love to chat further about it. Reach out to me if you want on LinkedIn, or you can get me at my website, B2BClarityMarketing.com. In the month of December, I’m going to be giving away a free copy of my new book on purpose. So if you’re interested in being in on that drawing, text the word “clarity” to 66866, and I’ll put you in the drawing.