👉 Make it more a habit and ritual
Tai Tran is a Forbes contributor, worked for Apple, and is the head of marketing of the Saas company Matter. He is also co-founder and president of the Close the Gap foundation which helps low-income students reach their fullest potential and live a fulfilling life.
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You can find more about Tai on these websites:
Close the gap foundation: https://www.closethegapfoundation.org/about
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So I mean, this is a big thing. So I mean, feedback has this connotation. It is not that positive, but changing this connotation or this way of how people feel about it is in my opinion a big thing. So how do you market?
How do you think strategically about the marketing process? So and also the execution, I mean I mean, this is a big task.
It is. It is. And we can't change it overnight. We can only change it through conceded efforts of concerted efforts of helping people to normalize that feedback isn't something that when you hear about like sometimes, you know, you have a cold sweat hearing that you got feedback, right or you're about to be pulling for a call. How do we change that culture?
And I think one of the biggest ways that we're gonna be focused in 2021 is really making it more of a habit and a ritual where if you constantly always get feedback both positive and constructive, you're going to start believing that.
So when I get feedback is like a gift. I'm actually delighted to see it. And for us, is really about creating content that speaks to our users. So one of the things that our team is still fairly scrappy and small where a team of 13 so the marketing team is me and two other people, right? So it's still a very small team. And we don't have the multi-million dollar budget that we would have, you know, at Apple, right?
And so we have to think about what are ways we could bring people into our door. And a lot of that is through, like, SEO, building out amazing content that people might be googling for something. But now they enter our website because they're curious about certain things, right? Like some of the stuff that we noticed that during covid-19 was that there was an uptick in, like, keywords for analytical thinking. Because every job description now has the word analytical thinking in there. Right? Or interpersonal skills, right? So if you search of those two terms were currently right now on like the top, like one results, right? So a lot of the effort that we do is thinking about we're not here because someone is looking for feedback.
What they're looking for is an improvement in skills. Actually, there's a lot of people that one feedback is because they want to hone in or refine a craft right for them. The craft could be marketing, but a lot of the time we noticed that people actually want to improve on soft skills, professional skills, right? It's harder to improve in verbal communication or leadership, versus if you learn something that is more technical and hard.
Both are probably hard. But in the long term, it's harder to work on those soft skills because people typically don't give you that feedback because it's so small they don't know how to give it to you. So on the platform, whenever you give feedback, we always ask them to like, hey, can you put together what skill you're trying to give this feedback for?
So that way, they have a way to start the conversation right? I think that's really important for us, and what I mentioned earlier is that our content marketing needs to support those efforts of people who might not know that to improve a skill, you first need to get feedback on it. It sounds kind of like a catch 22 like, well, you can't really work on verbal communication until you know that you're not good at it. Or maybe you could improve in it, right?
Because a lot of times people go through their career not getting feedback on a certain thing. Not because, like they didn't know it, just nobody. Tell them about it.
Right. And typically you spend you might be spending thousands of dollars on a skill that you might actually be good at. But people aren't telling you about it, or you might be spending it on the wrong skills that you should be working on, right? I think that's really important.
And that's how kind like feedback help you, kind of check where your some of your blind spots, but also where some of your strengths are in