Posted on by JMartin

Learn Marketing from a New STC Member

By Melissa Pagnotta, IDL-SIG Social Media Manager

Hello, STC members! I’m very excited to share some insights with you. I understand that approaching marketing can be as overwhelming as…well, a never-ending Facebook feed! By the end of this article, I hope you’ll have a foundational understanding of marketing, some steps to take, and which areas you’d like to dive further into. Let’s get started!

First, we need to shift our goal for the content we’re creating. In Technical Writing, the goal tends to be task-based (i.e., “teach the reader how to replace part XYZ”) or focused on us–the writer, the company, etc. For example, we may write a Specifications document to ensure we get the product we need. Meanwhile, in marketing, the goal and focus are about the consumer. What do they get out of our product/service? What value do we offer them? Rather than helping the consumer complete a tangible action, marketing helps them in emotional and abstract ways.

But, wait, Melissa! Marketing tries to get someone to buy or do something–a tangible action! Yes, but the way we get them there is through emotional, theoretical reasons: to make life easier, to save them money, to finally seem cool to their kids, etc.

Here’s a description from Apple’s specifications about the Siri feature in the new iPhone 15: “Use your voice to send messages, set reminders, and more.” If we were tasked with writing marketing copy around this, we’d first consider who uses Siri and how it benefits them. A draft might be, “Siri keeps you organized even on your busiest days. Set reminders, make calls, and more,” or “Stay in touch with loved ones easier when you’re on the go. All you need is your voice.” 

This was the biggest shift I had to make when entering marketing. If you’re tasked with promoting something, you assume it’s about the “product”; really, it’s about the consumer because you’re persuading them to take an action. They may have to read the instruction manual for their job, but they choose to buy the iPhone 15.

Alright, now let’s break down the key steps to creating marketing material.

Marketing a Product:

  • Identify the purpose: while marketing most often seeks to get consumers to take an action, it can also increase awareness of a product, learn consumer behavior, highlight a partnership, or shift consumers’ perception of a brand.
  • Determine who your audience is: similar to Technical Communication, you want to know key consumer demographics, including their age, how they communicate, and where they’ll be most likely to find your marketing materials.
  • What’s your selling point? Before you can start creating materials, first know: what makes your product unique or better than others? What are its most valuable aspects to consumers? What is the problem your product solves? Use these answers and demographic information to inform your marketing concepts, copy, visuals, and the platforms you post on.
  • Create different variations: People must see something at least three times to remember it. Consider all the different places and times your consumer could come across your content. This is why you’ll see the same ads on social media, on a billboard on your way to work, and in a commercial.

Social Media:

One of the most common mistakes I see people make with social media is that their profiles feel like a one-way street, with the company speaking at people: “This event is such-and-such date,” or “Our new product is out.” The consumer needs to be seen and included in the conversation. Get them excited about why they’ll like the new product (and tell them where to get it.) Again, we’re persuading them to take action by highlighting the value it gives them. 

Here’s some tips based on social media questions I’m asked most often:

  • Hashtags: use only a handful, and mix niche and broader ones. Today, people use social media platforms as search sites, so use hashtags that clearly identify what your content is about. This way, the platforms can match you to the right consumer. For example, if I’m posting about a cardio routine you can do at home, I might put #cardioworkout #homecardioroutine #cardioexercises #fitness 
  • Best post times: there is no one universal best time to post. It varies based on industry and consumer behavior. To identify ideal days or times, look at the analytics Facebook and Instagram provide or in platforms like Hootsuite and Sprout Social.
  • Smile! Posts with pictures of people (especially with faces) tend to perform better because we subconsciously engage and connect more when we see a person’s face.

Learn more:

I hope you’re feeling more ready to explore marketing. Learning how to create promotional assets is a great compliment to technical writing skills. Now, not only will you know how to inform and translate, but you’ll also be able to engage and persuade.

If you have any questions or would like to learn more, feel free to message me on LinkedIn! Talk soon.

 

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