Which of these marketing actions does your company invest in?
- Content Marketing;
- IF THE;
- Social networks;
- E-mail marketing.
If you’ve been doing digital marketing for some time, it’s possible that you already use all of the above options and others. And that’s great.
You can’t count how many companies have already multiplied their revenues with strategies like these. But it’s a mistake to think of marketing as a one-team activity.
It is time for companies to go beyond the conventional and see that there is much more to be done to win and retain customers.
In other words, everything your business does is marketing, whether you like it or not.
I’m going to prove it by showing you 6 invisible forms of marketing that you can never afford to ignore.
I’ll also tell you about Basecamp’s strategy to generate millions of dollars in annual revenue without marketing.
download now the case study with the invisible marketing tactics that made Nubank one of the most loved companies in Brazil + 3 practical lessons for you to apply today.
Expand your mind to see real marketing
See the definition of marketing by one of the masters on the subject, Philip Kotler:
Marketing is the science and art of exploring, creating and delivering value to satisfy the needs of a target market at a profit.
Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the identified market size and profit potential.
Pay attention to a special excerpt:
…create and deliver value to meet the needs of a target market.
Do you think it’s fair to say that all the creation and delivery of value in a company can be summed up in just one department?
It’s like a football team. The attack gains more prominence for creating the plays and scoring the goals, it’s natural. But if the whole set doesn’t work well, the team won’t win any championship.
So, it’s important to see the role of all areas of your business in building and delivering value that ends up satisfying your audience’s wants and needs.
That’s what we’re going to do now.
6 Invisible Marketing Tactics Everyone Ignores (But Shouldn’t)
It’s easy to recognize that a blog post is a marketing action. The same can be said about a landing page, posts on social media or ads on Google.
But there are several other activities with the potential to attract (or retain) customers that may go unnoticed.
See 6 good opportunities recommend by the digital marketing team of Blue World City to strengthen your brand:
Tactic 1: Interaction with customers and partners
Every interaction between your company and customers and partners, whether directly or indirectly, sends a clear message.
Effective communication says:
We are prepared to serve you well!
However, bad interactions scream:
You better look elsewhere!
And this is not only true for long meetings, but also for minimal interactions, such as when a customer asks something simple via email or on a social network.
For starters, response time interferes with your chances of selling.
According to InsideSales.com, 35 to 50% of sales go to whoever responds first to a customer’s interest.
In addition, the way you talk is also important to gain trust and attract interest. Salespeople who talk like robots are not successful.
Tactic 2: Quality of products and services
Many people are suspicious of marketing and sales because they see how some companies use these strategies just to cover up the defects in their products.
But the truth is, the product speaks for itself. If it’s good, the natural path is for customers to:
- Recommend it to others (the famous word-of-mouth marketing );
- And praise the company itself (which can turn into social proof to attract new customers).
On the other hand, not even the best sales pitch and the most convincing marketing strategy will save a bad product for long.
By the way, do you remember Tekpix, the digital camera that flooded TV channels with endless commercials? It sold a lot, until everyone saw how bad the product was.
Tactic 3: Visual identity
People make judgments all the time. You know it. And your company’s visual identity is a constant target of this careful evaluation by potential customers.
It only takes a tenth of a second for any of us to form an impression of a stranger. Also, when a potential customer views your site for the first time, it only takes 0.05 seconds to form an opinion.
And do you know what is the main factor that leads to these instant judgments?
British researchers found that 94% of first impressions of a website are design-related.
The lesson is clear: your visual identity and the design of your business, on and off the internet, can generate trust or distrust in potential customers.
A strong look generates sales, while an amateur look will make people see your company as an amateur.
Tactic 4: Problem Management
Problems will happen, it’s natural. Some of them can be resolved privately with those involved.
But others happen in a public way, by carelessness or simply because some dissatisfied customer exposed the matter on the internet. At these times there are three possible scenarios:
- Losing many customers during and especially after the crisis;
- Losing some customers but controlling damage reasonably;
- Turning the game around and turning the crisis into a success, which will bring in more customers or help retain those who are already with the company.
By now have you noticed how problem management is also a form of marketing?
Whether you’re interacting with a single customer discreetly or dealing with a big issue in public (perhaps on social media or on sites like Reclame Aqui), your way of solving the situation will make an impact.
We have a very recent example of a company that is doing a bad job of managing problems, don’t we?????
This is an opportunity to turn unhappy customers into advocates for your brand or to convince curious observers that your business is trustworthy.
Tactic 5: Indoor environment
Okay, so far we’ve only talked about situations that involve direct contact with the public. But did you think that was it?
Now let’s address an even deeper factor that indirectly affects customer acquisition and retention: the internal environment.
What feeling do you expect your customers to have about your business? Know that it will reflect the internal environment you create among your employees.
A toxic, high-pressure, low-reward, and low-collaboration environment has what it takes to convey a negative image to the public.
After all, professionals are likely to work half-heartedly, make more mistakes and take internal pressure off customers.
This is easier to notice in commercial establishments where contact with the public is close and constant, but it can be used for any type of company.
Bad indoor environment is a poison that contaminates all processes and silently kills the business.
And even if the immediate results remain satisfactory, make no mistake: such an environment is a time bomb. And when it explodes, the damage can be irreparable.
Tactic 6: Relationship with the competition
Even the relationship with your competitors is an excellent marketing channel for your company, and you have two options to handle it masterfully.
The first is to bet on guerrilla marketing and provoke your direct competitors to attract the public’s attention.
No wonder world-famous brands do this. A quick Google search is enough to find amazing cases of the biggest marketing rivalries, such as:
- Coca-Cola vs Pepsi;
- Burger King vs McDonald’s;
- Uber vs Lyft.
This is Burger King’s latest guerrilla marketing action. Unmissable!????
This type of rivalry is still little explored in Brazil, and for this reason, it can be a great attraction for the public (and for the specialized media in its market segment).
Another option is to go the opposite way of provocation, which is the joining of forces.
All you have to do is invite your competitors to join against a common enemy, probably a problem that greatly hinders your potential customers.
This approach brings the same exposure as guerrilla marketing and creates authority with the public by taking the initiative in a relevant project.
How Basecamp generates over 25 million dollars a year without marketing
If you were waiting for a real case of a company that takes this complete view of marketing… Well, I have one for you.
Have you ever heard about Basecamp, one of the world’s leading project management software?
What’s amazing is what the founders, Jason Fried and David Heinemeier Hansson, have managed to do with the business.
Basecamp follows some principles that set it apart from most, such as:
- Not having a marketing department, let alone a CMO or similar position;
- Not investing in ads on social media (already used, but decided to change direction as a matter of principle);
- Do not accept foreign investment (common and encouraged practice for US companies, especially technology);
- Purposely keep the team small (currently 53 people).
Still, the business generates more than 25 million dollars a year. Like? For understanding the lesson I’m trying to explain to you throughout this article…
Marketing is in everything the company does. End.
In practice, they decided to invest in things that never change, such as offering a top-quality product, providing unparalleled support, investing in practical design and providing optimal working conditions for employees.
It’s obvious that they still use well-known tactics like content marketing: they’ve written 3 books, host a podcast, and have a very famous blog.
But the founders’ main focus is on taking care of current customers and making them so satisfied that they market the company on their own.
So far it has worked well, as Basecamp has over 100,000 customers, and a page with no less than 1,000 testimonials from satisfied people (yes, THOUSAND!) praising the system.
How to do invisible marketing in your company?
If you want results like these, you can’t limit yourself to what everyone sees as marketing. You will have many opportunities if you expand your vision, as the team of Capital Smart City did.
But how about seeing an example here from Brazil?
I’ve compiled a case study that reveals the 3 invisible marketing tactics that have made Nubank one of the most loved companies in Brazil.
In addition, I present in the study 3 practical lessons that you can apply today to have expressive results like these.