%% date:: [[2022-08-14]] %% # [[Marketing]] Marketing is the art and science of promoting a business or product with the end goal of attracting more customers and increasing profits. Marketing is different from sales in that sales is often 1:1; it is a direct outreach to a prospective customer and involves addressing that customer's needs. Marketing is wider in scope and focuses on increasing the top of the conversion funnel, driving customer awareness in general. ## Marketing techniques - [[Know your audience]]: Know who uses your product. Create [[Customer Personas]]. - [[Value Propositions]]: Express your product's features in terms that address the audience's needs. - [[Selling a product is telling a story]]: Have a good story for why your product is awesome and what needs it adresses. - [[Audience engagement levels|Appeal to people with different engagement levels]]: Make content that encourages people to become [[Superfans]]. - [[Community building|Build a community]], not an audience. Invest time and money into creating a space that is valuable for everyone involved. ## Marketing for B2B - [[One-page overview of your product]] - Enterprises have different needs than smaller companies ## [[Anti-marketing]] - [[The basis of anti-marketing is authenticity]] - [[Developer Relations]] - [[Developer Relations vs Marketing]] - [[Working with the garage door up]] - [[Everything is content]], even if it's not polished. In fact, its rawness may make content even more compelling. - [[Learning in public]] can function as a form of anti-marketing while being more effective for [[Learning]]. - [[Library vs feed]] - [[Seek to inform, not perform]] ## What _isn't_ good marketing? - [[Being openly disparaging about a competitor may end up hurting you more than it helps.]]