Signs You’re Swimming the Wrong Direction
There’s a marketing methodology referred to as “Downstream.” It’s very common. Often the marketing team is asked to market products that are handed to them from product teams, or remote engineering teams, or even from developers in other countries. Often marketing has little input on what they will market, and are measured by signups, leads, or total sales. The downside for this marketer is that they’re usually non-strategic, and focused on tactics, not serving the customer. The upside (for them, not the company) is that they’re job is often safe and secure (for the short term). So, if you’re swimming downstream to go with the flow. STOP DOING THAT.
Top 6 Signs You’re Swimming Downstream:
- The content you create and share is all about your product and company.
- You aren’t capturing the delight or dislikes from your customer.
- Your success is measured by the quantity of transactions — not quality.
- You spend your time doing many things to reach your audience.
- Your taking a myopic approach to the market.
A dead fish can float downstream but it takes a live fish to swim upstream. — W.C. Fields
It’s time to strike out and SWIM UPSTREAM — the results are better for all those you serve!
Top 6 Signs You’re Swimming Upstream:
- You create content all about helping the customer solve THEIR problem or challenge.
- You build customer confidence based on THEIR behavior.
- You follow and measure a marketing plan based on THEIR future.
- You spend time thinking about THEIR satisfaction (believe me this is the best way to get you to your goals).
- You take a forward-thinking approach that understands how you can better serve THEIR needs each time you interact.
The “Upstream” marketer is much more rare. But this marketer is much more likely to haul in the biggest catch.
