Marketing, Success, and Risk-Taking: Mano Guiragossian

Show notes

In marketing, nothing is guaranteed. Sometimes, it’s about taking risks and leaps of faith.

In a data-driven world, data doesn’t deliver all the answers. Marketing is an unpredictable and often surprising creature.

Last year, a lot of B2B wanted to de-risk marketing. They pulled back on spending, chopped staff, and counted every dollar.

But that approach only works for so long. At some point, you need to get back in the game and take risks to succeed.

On the Marketing Spark podcast, Mano Guiragossian talks about how he has navigated the risk journey with clients.

Key takeaways

YouTube works like a search engine and keeps suggesting good videos, so a video can keep bringing in free traffic a year or two after it is published, unlike social posts that fade within a month.

Video views are more likely to be quality traffic than text reach, because people who watch three or four minutes spend more time with you. It only pays off if video suits you, so otherwise pick photos, audio, or text.

To stand out, talk about customers' problems and interests before pitching. One approach is posting funny memes about fashion for a fashion brand, then introducing products in a second phase.

Clients wanted guaranteed results this year, but marketing can't promise any. Mano won trust by explaining how testing works, sharing process PDFs, running demo calls, and offering free tests.

On LinkedIn, provide value without selling and comment on posts from big, average, and low-engagement accounts. People tend to return the engagement, which grows your reach and potential clients.

Marketing, Success, and Risk-Taking: Mano Guiragossian

Show notes

Tell me what's going on with your marketing.