It's Time To Change The Channel
Since 2014, small and medium-sized business owners have experienced year-over-year improvement of business results, hence marketing budgets are up in 2016. So where is this optimistic spend going? Well, the bull's share is going to digital marketing; email, social media, display, mobile and search (SEO/PPC). The majority of small business owners now have some kind of social media presence, whether on Facebook, Twitter or other emerging platforms.
However, too often we see business owners simply posting meaningless updates about their businesses believing they are “marketing” even if no one is paying attention or interacting with the message being delivered. These are the proverbial “tree in the forest.” No one really cares if they are standing or falling, and they certainly don’t care if they are making any noise. No one is paying attention…
It reminds me of the Neil Diamond tune “I am I said” where it says "I am"... I said, to no one there. And no one heard at all, not even the chair.” Yes, this is the marketing version of what the theater calls “playing to and empty house.” How can “they” choose you if they don’t know you exist? By generously and consistently placing relevant content where your audience consumes information you create awareness of your brand. Over time, buyers come to know and trust you, your products and services. Voila; Loyalty!
Yes, yes, yes… “Likes” and “Followers” have their place, but what matters is engaging your targeted audience – your would-be customer – in a value-laden , ongoing dialogue; asking and answering questions; seeking input and feedback; showing genuine interest; and being generous with what you know. Yes… Being generous with what you “know” is the essence of online marketing. You must constantly provide content relevant to your audience, where they consume information. By being generous with your expertise, you elevate brand awareness and create more opportunities to engage with qualified buyers.
It is only by reaching beyond your immediate, known sphere of influence that you convert hearts and minds into clients; or more ideally, fans. Facebook, Twitter and most of the social sites now include very reasonably-priced paid methods to point targeted ads at a very specific consumer profile. It is by far the very best marketing bang for the marketing buck! By knowing the true nature of your ideal customers - their want, need, desire, pain and pleasure characteristics – and then boosting truly relevant content specifically at them you will drive new warm leads, not just “likes” and shares.
Yes, it can be quite overwhelming, but the really good news is that all of these amazingly inexpensive field-levelers are fully accessible to business owners of all sizes, shapes and industries. It is no longer necessary or desirable to be seen as a mom and pop shop even when you are. Website, SEO, SEM, Facebook, text, email, Pinterest, Instagram and so many other channels are all available to you to drive your message and generate qualified traffic. It is an embarrassment of riches...
If you are still somewhat mystified by it all, don't feel alone. We’d be happy to help. We are a digital agency. Our toolbox includes online marketing, digital branding and social campaigning. We’ll help you place your exact message — on your exact audience —where they consume information — exactly.
In short, you do what you do well and we'll do what we do well, which is to tell others all about what you do well. If you are ready, this can be an amazing journey for both of us. We look forward to taking it with you. Our brand promise is to create a warmer market where you have a greater number of opportunities. We don't bat for you; we get you more "at bats.”
BrandingCraft – We’re getting the brand back together!