We talk to a number of companies who struggle. They struggle as the old Marketing tricks just don’t work anymore.
Get a website the marketing articles say. Well yes, it’s something you need but it’s not a priority. We spent 2 days on our website, it’s in WordPress. Our efforts went into Social First. A website won’t make the phone ring more, which as a business, big or small is what you want.
Our logo took ten minutes. Again, it isn’t central to your company. The fact companies charge hundreds of thousands for designing a logo is just a rip off.
Same with email lists, difficult under GDPR, we deleted our list. The fines are just too much, it isn’t worth holding onto it.
Advertising for us as a company that works in B2B just does not fit, and if we look at our own behaviour, we don’t read adverts anymore.
So with the traditional bag of marketing no longer working, what are you going to do?
Why am I asking this? Because somebody left a comment on one of my posts that “you have to do the marketing basics”. I wondered how many other companies were pouring money the drain. Hoping, just hoping that something will work.
So what’s the solution?
If we think about the same way we buy ourselves. Except as soon as we get to our desks we forget that. Our product and service is the best in the world and if only we just told people through cold calling, cold email, advertising, people would just get it. But of course, we don’t. We ignore your messages as like all the other messages it’s just noise.
We live in an “attention economy” we are being bombarded with messages everyday and we just tune them out.
Many marketers seemed to think that Digital Marketing would be with us for 50 years and in fact it’s over already.
So what’s the alternative?
You have to start investing in Social Media. This isn’t about followers, but it’s about your people and your brand being a beacon. A beacon of insight, value and education. Not corporate stuff on how great you are, but helping people.
For the buyers today, give them the insight and help they need in buying today. Those that are buying in the future, wave at them across social so they can see you are the natural choice for products and services.
Don’t sell, just help. Don’t pitch, provide people with the right advice. After all people buy from the people and brands they trust. Build that trust!
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