The Wand Doesn’t Make the Wizard, Just Like the Tool Doesn’t Make the Marketer
There is no silver bullet (if you’re a Logan fan, think Adamantium bullet) that can solve
all your marketing problems. There is no tool, that in and of itself, can single-handedly address your pain points, create brand awareness, or provide exceptional customer service.
Odd coming from a Saas company that sells a tool to make a marketer’s job easier, right? Let me explain.
On the way to work today I listened to the most recent episode of Jay Acunzo’s amazing podcast “Unthinkable.” This particular episode is called, “It’s Not the Wand, It’s the Wizard– Untold Stories of Content Marketing’s Best Speakers” and I would be lying if I said it didn’t strike a chord and wasn’t the inspiration behind today’s
blog post rant.
I’m intentionally going to do a very poor job of paraphrasing because you really should go listen to it (after you are done reading, of course) and I don’t want to dissuade you from doing that by giving away too much and spoiling it. But here’s the gist: Amidst all the best practices, advice, and tools out there, the best thing your company has is you.
Now don’t get me wrong, we are very proud of what we have created at NUVI and feel that as a tool our software can be invaluable to your marketing efforts. But that’s the point. It’s just a tool. Like a hammer, it is only helpful once you pick it up and know how to use it.
The reason this particular podcast seemed to emanate is because we see the same thing happen over and over again. You sign up for the service because you’ve read in countless blogs how much you need to be doing some form of social media listening in order to be successful, even though you don’t really know what that entails. You’ve been told you need a reporting tool, something that can tell you how many likes and new followers your company has acquired since last month. Basically, you need a way to put into numbers what you do as a marketer each day and so to justify your job you convince your boss to pay for a social analytics tool like NUVI.
But instead of finding you have a one size fits all solution to your problems, the frustration is only just starting because you have no idea how to make this tool work. You bought it expecting it would be that magic fix, that now you will have no problem identifying trends or providing valuable insights to your sales teams. The leads should just start pouring in because you bought this tool.
But the leads don’t start pouring in. You have no new insights or trends, and you soon grow disenchanted with the software and stop using it. You go back to the drawing board and find yourself once again scouring the infinite internet ocean, looking for solutions. When the powers that be approach and ask for some kind of ROI for their purchase you grow irate and blame the software, bemoan the company that sold it to you, and cancel the service because “it never worked.”
Like a hammer, once you’ve hit yourself in the thumb it hurts and you blame the tool and with a slurry of profanity throw it to the ground. But remember, it’s not the wand, it’s the wizard wielding the wand who is to blame.
As Jay Baer said in the podcast, “The software is only as good as the people at the controls.” He goes on to say, “You need to figure out who you are, what you want to do, and how to be the best you you can be, and then get the right software to amplify that.”
If you don’t know what you need to accomplish, who your audience is, or what questions you need to answer, then it doesn’t matter which software or service or technology or method you choose, you will grow disenchanted and feel like _____ has let you down.
The most important element of your marketing campaign is you. You know your company. You know the brands you represent. The tool you choose, whether it is NUVI or another provider, does not know these things as well as you do. As a marketer, your questions, insights, creativity, and critical thinking skills are the most valuable components in your marketing strategy. Without your creativity and intuition, it doesn’t matter which method you use, or how many email subscribers you have, or which software you use for social media reporting and analytics.
With that in mind, go out and get price sheets and take demos. Ask questions and find the tools that work for you and can amplify your existing marketing efforts. Find tools that will make your life easier and help you do your job better, but don’t lose sight of the things that only you can do and make “the wand” work for you.
At NUVI we believe our software can be a tremendous benefit to your marketing efforts and provide you with the right data, presented in the right way and at the right time to help you make the right decisions for your company or client. But it won’t work without you pulling the levers and pushing the buttons. If you are ready to take the next step and need a more robust platform that can handle your social intelligence needs, we would love to hear from you.