Someone recently asked me what I felt was the key to successful marketing. I told them that I believe the answer is three-fold:
- First, have a product/service/brand that’s remarkable and compelling in and of itself. Seth Godin calls this making a purple cow.
- Second, tell your brand’s and product’s story in such a way that your potential customers are as excited about your product as you are. If you’re not excited about your product, revisit step one.
- Third, tell your story at places where your market is. This means not only building well-targeted SEO, PPC, and traditional offline campaigns, but crafting intelligent social media and viral campaigns to make sure that you’re involved where the conversations are happening in your market.
That said, if I had to distill the key to successful marketing into one word, it’d be passion. At the end of the day, If you don’t care about your product, how can you expect anyone else to?