We’re living in a world where the demand for marketing services is high, but the results aren’t there. Mostly, it’s because of how we think and do marketing, but also because there are, because of the high demand, many companies and “professionals” that do things in a way that won’t bring desired results.
That’s why Funky Marketing has decided to start this weekly series of interviews with worldwide professionals doing marketing and business in a different way, the right way, with a bit of funk, and help the wider auditorium to get to know what great marketing is and how do we do it.
This week we’re talking with Eden Bidani, a conversion copywriter, acquisition strategist, and founder of Green Light Copy. Eden helps SaaS, tech, and IoT companies acquire more customers and more profitably with a holistic approach to conversion copywriting and today we have an opportunity to learn more about her and her views on marketing, branding, and business.
How to build a personal brand/reliable team/continuous quality/long-term satisfied client?
The best way to build a personal brand is by consistently delivering value. That’s it. There are no hacks or shortcuts. Just find out what your audience likes and loves and keep delivering it to them.
One of my favorite mentors always used to say, the secret to success is to keep showing up.
Other people will flake out at some point or get bored and stop, but if you keep going, you will get noticed and you will stay top of mind. It’s true for all things in life, but it’s especially true for building a solid personal brand.
Let’s talk about processes. Give us an example to help us understand how you think about marketing campaigns with a specific example or examples.
When planning a campaign I try to put myself in the customer’s shoes as much as possible and look at the company from their perspective. When you do that (through extensive customer interviews and user research) you’ll notice patterns start to appear: the audience might share a common objection (i.e. they’re skeptical of the product), or they share a similar lifestyle.
You can then use these concepts as the inspiration or big idea that underpins the next campaign, and then you can create multiple assets that are interesting to the audience (because it’s reflective of their life or their experience).
Marketers tend to forget that the 1st step of marketing is capturing attention. If you don’t do that, you can’t do anything else. But you can capture their attention more easily by showing them images and concepts that are close to what they know. The marketing, then, feels more natural and less “salesy” – because the ideas come from them!
Need help with your marketing campaign, strategy, or execution? Funky Marketing can help! From research to execution, we’ll help you get results. Check our pricing page to learn more.
What do you consider the next big step in your career? Why?
The next big step is to write a book. Going through the process will enable me to help more people (because how much *really* can one share on social media? Exactly!)
Where are you studying today?
I’m currently going back through some copywriting content as a refreshed, but I’m also eyeing the UX Certification by Normal Nielsen Group (https://www.nngroup.com/ux-certification/) and would love to dive into that.
What do you think, are we sharing enough knowledge? Why? And how is it impacting the way companies think of marketing today?
No. I don’t think people are sharing enough about what works and what doesn’t – so much of the content I see is just rehashed posts on “best practices.” This leads to a lot of superficial conversations on the value of marketing… that don’t get anywhere or help anyone.
What do you recommend to those who follow you? What is it that helped you to be where you are?
Listening! Listening to people – your clients, your network, your audience – is the most important thing you can do to help your growth. They will help guide you in the right direction.
That’s it for today guys! We hope you enjoyed getting to know Eden Bidani a bit better. If you want to see more interviews like this one make sure to check out our interviews page where you can find interesting conversations with marketing and business professionals from all over the world. And if you want to learn more about marketing yourself, be sure to check our blog for more tips, tricks, and advice. Cheers!
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