It’s tough out there for marketers. In recent years, we’ve all been feeling the pinch. With fewer resources to work with and with increased scrutiny from leadership to show results, things have changed. It’s like our campaigns are being forced into Spanx. Long gone are the days when we had the luxury of deep pockets and being able to do things like they’ve always been done.
It feels like group projects you were assigned in college. Your company is about to start an alliance marketing effort with a partner and you’re on point to make it happen. The dread creeps in. You start to sweat. Alliance marketing campaigns are great for reaching customers (especially in technology where there’s a lot of reliance on partnerships to sell and integrate offerings), gaining exposure to new markets, and sharing the cost and effort with a partner company, but like that group project, the challenges and obstacles can drive you to hit happy hour early.
You know your audience—they’ve always been there. You’ve been selling to them since before your intern graduated to eating solid foods. You know their ages and their buying behavior—and some of them by name. In other words, you can market to them in your sleep. Maybe you are.
Bad news: most of your customers don’t (like to) read. Good news: design can help. Attention spans are shrinking, but that really doesn’t matter to you. What matters is that your content’s being ignored. Like it or not, your white papers aren’t catching the attention of anyone who doesn’t absolutely have to read them. Even then, they skim. This isn’t A Clockwork Orange. You can’t force people to engage in your content. You need to entice them.