DTRH Episode 34
Why Building a Relationship Narrative is Critical in Marketing
Ft. Dacia Coffey
Relationships and quality conversations are critical to effective marketing experiences. There is a conversation happening between you and the consumer, whether you're present or not. This means the content you market "speaks" to them. During that conversation, a relationship and trust are formed over time. The expectation is that they will give a little more to you in the form of personal information, attention, or effort in response to a quality experience.
- Business marketing is about turning strangers into collaborators: The cold market stays cold until there's a need or desire that must be entertained. This is driven mainly by pain, the need for convenience, or the cost being too high to fulfill an action or outcome.
- Tell the truth early and often: It is crucial to tell the truth because lying in business is a tremendous mistake. If you have to lie to keep or create a relationship, then you're targeting or working with the wrong people.
- It's not the technology that fails, it's the people and the process: Technology can fail, but if it's a decent marketing/advertising platform, then it's not the culprit. Techn is built to execute for you. If a campaign isn't working, the culprit is likely the target, message, execution, or process itself. It means it's time to reflect.
"Repitition in the buyer's journey is the only way to get them to truly advance."
In today’s episode of Down The Rabbit Hole, your host, Rob Turley, Co-Founder & Co-CEO at White Rabbit Intel, delves deep into the mind of Dacia Coffey. Dacia is an experienced, purpose-driven marketer. She is talented in creating content and experiences around incredibly sophisticated or complex products that make a large impact. Hands down, doing what she does is one of the most difficult tasks to be successful with.
Dacia and Rob discuss how the process and mindset behind the content itself are driven by the purpose, the impact, and the outcomes that a product, service, or experience will deliver to the audience or consumer. The end goal is to establish trust with the viewer. To make an impact, and leave them better off than they were before, even without selling them anything. Value in the takeaway to create a natural Call To Action (CTA).
Dacia Coffey is the CEO of The Marketing Blender and she's known for her energy, effective marketing strategies, and her impact as a professional speaker and author. She's also a fractional CMO that offers corporate workshops, group training, and one-on-one coaching.
The Marketing Blender helps companies in highly technical industries stand out in the sea of sameness. They mix The Seven Fundamentals of B2B Marketing: Strategy, Branding, Website, Advertising, Digital Marketing, Trade Shows, and Sales & Marketing Alignment.
As a top-tier sales professional & copywriter, Dacia has been on the front lines and has discovered the secrets of what grabs people's interest, and what catalyzes action. We help our clients build a massive competitive advantage.
Dacia loves to speak at conferences, trade associations, and corporate events. Her topics focus on how to maximize influence by improving communication. She believes that people disrespect their own potential by treating work like a 4-letter word.
She believes that "safe," bland marketing sabotages sales. She asks you this; "what is "safe" about marketing that doesn't work?!"
Her areas of expertise include KPI Development, Sales & Marketing Alignment, Sales Mapping, Marketing Plan Development, Core Values, Mission & Vision Development, Messaging Choreography & Differentiation, B2B Brand Strategy, Succession Planning, Mergers and Acquisitions (M&A) Communication Planning, Investor Strategies, Digital Technology Integration & Alignment, Distributor Relationship Optimization, Data Management & Dashboard Creation, and Fractional CMO Services.