如何做市场营销：你只需要做到这8个E！
许多文章都在尝试教你如何正确地做市场营销，并且提高x％的投资回报率。但你不难发现，那些文章只能够教授那些能够轻松在谷歌或者百度上找到的营销手段，其他百度或者谷歌不到的他们也无可奉告。所以今天，就让AndyZ老师来以不同的角度告诉你这些你搜不到的诀窍……
如何使市场营销结果更加突出？你算是问对人啦，这是我的两个大方法：聘请合适的销售人员（可以是组织内部人员、顾问，也可以是代理商），另一个是get正确的营销渠道。而且母庸质疑，做到了第一点的人，第二个点你会更加得心应手。
“谢谢你告诉我们这些，Captain Obvious(明知船长)!” 或许是你听到这句话后的第一反应。道理大家都懂，但是怎么实现呢？我当然不是空口说白话，请允许我进行解释——你究竟应该如何雇佣到真正合适的、可以帮你做出最优秀的决定的营销专员，又如何利用真正合适的营销渠道去调整和实施你的市场营销策略呢？如果你没有预算请这种高手的话，请读到最后!
我很喜欢用英文里的首字母大写。所以如何营销，在这个问题上我为各位梳理了8个“E”：
l Experience（经验）
没错如何营销，许多市场经验(Experience)都是可传递的，而且我持续地倡导：不局限于雇佣那些只属于自己行业的员工。不过，经验仍至关重要。若营销专员可以通过往期案例研究和参考来备份以往的工作经历，就意味着他们可以运用自己积累的实践知识来为你的营销需求提供或执行最佳的解决方案。因为他们的自身经验能够对工作有所帮助，那些拥有正确的营销经验的人同样也了解该如何跟上变化多端的市场环境，他们相比普通员工可以更快地学习到最新的知识。
l Education（教育）
如果一个营销专员只了解最新的市场趋势、技术和工具，这是远远不够的。他/她还必须能够对公司及其职员进行教育（Education）培训。而且十分关键的是，一个值得学习交流的营销专员的重要性远远超出了你的想象。如果其他部门能够了解营销专员的职责和他们在工作上的相互影响，促进部门之间的合作就是一件简单的小事啦。
l Efficiency（效率）
“效率”（Efficiency）因素会激励营销专员将重点放在采取行动和最终结果上，并且也可以根据不断变化的需求进行实时调整。同时，他们的反应能力足以让你得到即时反馈，把出乎意料的情况扼杀在摇篮里。最重要的是，营销是一个负责成本调剂的部门，换句话说，就是不可容忍错误的存在，所以他们要在合理的周转时间内将工作做得准确、精细。基础经济学告诉我们，时间在精彩的商业世界里总是最大的机会成本，这是一个无需多言的道理。
l Evaluate（评估）
对于营销专员而言，以数字的方式呈现他/她的工作是极其可取的。不过，应当注意避免无意义的指标。而如果持续绩效可以被明确规定，则可以进行更优化的评估（Evaluate），这是我们要讲的下一个词。而且，任何营销专员拒绝量化都是在耍流氓! 此外，为了确保触及最终效益，定性表现需要也须与最终目标进行比较。
l Enlarge（放大）
我曾经和一个客户谈起过一个营销专员，她在所有的细枝末节上都处理得非常优秀，或者是她真的很擅长做一些细节性的工作，但是她所在公司的市场需求并不适合利益基础市场，所以我强烈地建议他们解雇了这位员工。这使我的客户听到了这件事情伊始表现的非常震惊。你会看到，当你正在寻找那些“巨星”级的营销专员时，很容易分辨出他们的独特之处——他们看待市场的眼光更加长远，视野更加宽广。至于他们的工作针对于增加流量还是挖掘潜在的销售机会(leads generation)，其实这并不重要，而他们需要去了解并且满足在各个营销阶段中企业的需求所在。
l Empathy（体谅）
如果你不能了解别人的感受，无法学会体谅（Empathy），那么你在社交方面一定做的很糟糕。同理，如果营销专员不能了解企业的真实痛点，那么他/她一定在营销方面也是个“差手”。你需要一位了解销售目标并且可以取得成功的营销专员。“体谅”的多少也可能与个性相关，比如个性随和的人可以更好地适应企业文化。无论创业公司还是跨国公司都有自己的企业文化，所以如果一个人无法适应，不管是外部还是内部环境，那么他们又如何能够理解企业真正的业务目标呢?
l Execution（执行力）
大多数业务部门负责人最大的抱怨之一是营销专员总是“说的很多，却做的很少”，所以执行力（Execution）是非常关键的一个因素。在这里要向做营销的同行友人们道声抱歉，不过这往往是事实，而且我一点儿也不内疚! 市场营销专员们总被认为很有创意，有时他们对于自我反思和头脑风暴萌生的想法有些过于兴奋，但他们却不能将这些想法落实。 你要确保这个“E”存在于雇用的每个营销专员中，不管他/她的级别有多高。单纯的策略不会让你的公司出类拔萃——唯有执行才是硬道理。
l Enterprising（进取心）
市场营销的很大一部分与创意和创新能力有关，如果一个营销专员过分痴迷数字，而不是真正把新颖的想法付诸实践，没有足够的进取心（Enterprising）那么这些人将永远停留在初级阶段（如果这些人是外包的——还留着他们干嘛？）除了各种营销活动之外，他/她还需要在既定的支出(Expenditure)上进行创新（这个额外的“E”不值得让我单独给它一个段落，但各位一定得知道我多么喜欢这些首字母缩略词）。就如以上我们谈论过的8个“E”，进取心是作为营销专员必须拥有的工作态度和工作精神。
我在这篇文章答应过对于那些没有足够经费来聘请这样一流人才的创业公司提供一下建议——你需要将自己训练成拥有这些特质的营销专员。尽管创业者被认为是所有行业的杰出人士，也是有能力胜任多份工作的人才，但在初创企业内仍需要明确的分工。如果市场营销不是你的强项，独自强撑也不是什么好选择，早日寻求帮助才是最好的选择。
简单的8“E”清单：
l Experience（经验）
l Education（教育）
l Efficiency（效率）
l Evaluate（评估）
l Enlarge（放大）
l Empathy（体谅）
l Execution（执行力）
l Enterprising（进取心）
你可以参考以上的描述，列一个简单的清单来检测营销专员的匹配程度。这是一份成绩的指南：
8分：你需要立刻给他/她一个足够有吸引力的报价 ！
5-7分：不错的候选人，不过要确保他/她有改善自我的空间。
3-4分：不要雇佣，除非有临时的需求急缺人手。
低于3分：现在就赶紧逃跑，在自己生命垂危的时候才考虑雇佣他/她！
虽然我可能不是一个营销大师，但连老天爷都知道我确切而且深刻地了解如何帮助我的客户识别、雇用正确的内部和外部市场营销专员，所以我100%深信建议可以帮助到大家! 一旦你有合适的营销专员和合适的预算来分配给他们，那么至少你已经准备好了拓展你公司的业务，并且就如标题所保证的，提升你们整体的营销流程和品牌知名度。好了，准备开启新的征程吧!
——————————以下为Andy老师英文原稿——————————
Many articles try teaching you how to market properly and increase ROI by x%, or worse off, they only teach you how some marketing tricks that you can easily find off Google or Baidu elsewhere. So let AndyZ try taking a different spin on this..
Here’s my way of ensuring your marketing can produce much better results: Hire the right marketer (could be an inhouse individual, consultant, or agency) and have the right channels/tools! Of course, having the former will help the latter.
“Thanks for pointing that out, Captain obvious” is probably your first remark, but let me explain howexactlyyou can hire the right marketer which can then help you make the best decisions on utilizing the best marketing channels and tools, amending and realizing your marketing strategy.
I’m an acronym fan, so I’ve created 8 “E”s for you to remember:
Experience
Yes, a lot of marketing skills are transferable and I am an advocate of not restricting hiring those that only belong to your own industry. However, experience is still very important because if a marketer can be back up what they’ve done before with case studies and references, it means they are able to draw on their practical knowledge to provide and execute the optimal solution for your marketing needs. People with the right set of marketing experience also know how to keep up with the ever-changing landscape of marketing, and are well-equipped to acquire the latest knowledge much faster than your average employee can, because the experience he or she has allows targeted exposure.
Education
A marketer that simply understands the latest marketing trends, technology and tools is not good enough, he or she must be able to coach the company and its members about them too. The point is, a marketer that you can learn something from is extremely important because if other departments can understand the role and slightly more about how marketing will impact their jobs, this too will improve inter-department collaboration.
Efficiency
This trait encourages marketers to be focused on taking action and results, and can adapt real-time based on evolving needs, but at the same time they are responsive enough that they can give you near-instantaneous feedback, and never overpromising expectations. Most importantly, what they do is exact and precise and within a reasonable turnaround timeframe, because marketing is one field that doesn’t really allow too much room for error since it is a cost churning department. Not to mention, simple economics tells you that time always has a huge opportunity cost in the wonderful world of business.
Evaluate
A marketer can properly present his or her work in terms of numbers is extremely desirable. Meaningless metrics should be avoided, rather if ongoing performance can be well-defined, more optimized evaluation can take place. Any marketer that refuses to properly measure their marketing work is being devious here. In addition, qualitative performances need to be compared with ultimate goals, and drive bottom line results.
Enlarge
I’ve once discussed with a client about a marketer who is fantastic on all the finesse details, he or she was really good at doing the little things, but because their business needs didn’t allow them to have very niche marketers, I strongly recommended them against hiring such candidate, which shocked my client at first. You see, when you are looking for superstar marketers, what separates them from the rest of the pack is their ability to look at marketing from a much bigger picture, an enlarged view. It doesn’t matter whether their work is focused on traffic or leads generation, they need to understand how their solution to the various stages of the marketing funnel is relative to the company’s needs.
Empathy
If you can’t understand the other person’s feelings, then you have very bad social skills. Likewise, if a marketer cannot understand the business’ true pain points, then he or she must suck at marketing. You need a marketer who understands your sales goals and is engaged in your success. Empathy can also come from personality traits such as easy-going and culturally aligned with your business. Every company, regardless if they are a startup or a multinational has its own corporate culture, so if they don’t fit – doesn’t matter if they are inhouse or external, then how can they truly understand your business objectives?
Execution
One of the biggest complaints made by most heads of business units are that marketers are always all talk, and little action. Sorry my fellow marketing friends, this is more often than not true. Marketing personnel are considered creatives, and sometimes they take a bit too much pleasure in overthinking and brainstorming ideas, but cannot bring them to fruition themselves. Make sure this trait exists in every marketer you hire, doesn’t matter how senior he or she is, because strategy doesn’t win you battles – execution does.
Enterprising
A huge part of marketing has to do with creativity and innovative ability, and if a marketer is overly obsessed about just hitting the numbers without actually bringing fresh ideas to the table, then these are the types of people that will never progress beyond the junior levels (and if these guys are external – wow you should run away now!) Apart from various marketing campaigns, he or she also needs to be creative with the given expenditure (sorry this extra “E” didn’t merit its own section but you know how much I love these acronyms). We’re talking about the attitude and spirit here, so the marketer needs to display this in accordance with the other “E”s mentioned.
As promised for those that don’t have the budget to hire such stellar talent – then you need to train yourself to be like marketers with the above qualities. As much as the emphasis on entrepreneurs should be jack of all trades and their ability to wear multiple hats, startups though need to have a clear division of responsibility, so if marketing isn’t your thing then you need to seek outside help.
Create a simple checklist:
l Experience
l Education
l Efficiency
l Evaluate
l Enlarge
l Empathy
l Execution
l Enterprising
You can mark a check next to the trait that your potential marketer possesses and refer to my descriptions above. Here’s a general score guide:
8 checks: You need to make an attractive offer to this guy or girl on the spot, now!
5-7 checks: Good candidate, but make sure the room for improvement can be fulfilled
3-4 checks: Don’t hire unless you badly need a body to fill in temporarily
Less than 3: Run away now, and hire at your own peril!
While I may not be a marketing guru, I sure as hell deeply understand how to assist my clients to identify and hire the right inhouse and external marketers, so hopefully this helps. Once you have the right marketer and the right budget to allocate to them, then at least you are well set on your journey to grow the business and increase publicity as the title promised.
Andy老师简介：
– Multicultural and multilingual: Grew up and lived in a number of countries, American-born Chinese and Third Culture Kid (TCK)
多文化和多语言:在多个国家成长和居住；美籍华人， 典型第三文化人士(TCK)
– Leader in empowering corporate training and recruitment professionals with assessment methodologies and project-based learning andragogy
为企业培训和招聘人士提供领先评估体系和游戏化的项目式学习的职场教学法领袖
– Decade of experience in education and training, and expert in China
十年以上的学生教育和企业培训的经验:并被很多本土和国外人士称为“中国通”
– UC Berkeley Alumni Club Ex-Leader and Recruitment Ambassador
毕业于世界名校加州伯克利大学并担任校友俱乐部前任负责人和前任招生大使
– Third-party Interviewer for College Admissions
美国第三方面试官(很多大学现在需要学生在提交申请书与第三方机构进行面试)
– Helped build a number of college admissions counseling departments
负责搭建多个海外升学指导中心
– Unlike most “education experts”, personally attended more than a dozen schools growing up and personally went through the AP, IB, British, Singaporean and Hong Kong education systems
相比其他所谓的“教育专家”，从小上过十几所学校，亲自体验过AP、IB、英国、新加坡和香港的教育制度
欢迎大家关注其自媒体平台Andy Z老师。
