Struggling to cut through the noise? Here is why.
In confusing times, we all crave certainty. It’s easy to be seduced by silver bullet solutions claiming to fix all our problems quickly. So what are today’s most alluring silver bullets?
2020 is the year we all want to forget. But it’s critical to assess how much the Coronavirus pandemic has changed life as we know it.
The pandemic has been a catalyst for digital transformation worldwide. We quickly transitioned from a world where in-person business meetings used to be the norm to one where they have become the exception.
Today, the online space is the best and often the only space to connect with existing and potential clients.
Can you hear me?
Isn’t it ironic that we live in a world where broadcasting to a massive online audience is easy but being visible to potential clients is harder than ever?
There's never been so much digital noise, and all sorts of clutter flood our clients’ screens.?
Everyone fights for attention, and invisibility is a slow but sure death.
Did you know that on Linkedin alone, over 2 million new posts, articles, and videos are published every single day?
You might have heard that many businesses run Facebook ads. But did you know that Facebook users scroll over 96 metres of feed every single week? It is a length of content taller than Big Ben.
It's no wonder so many businesses don't get many results from Facebook ads. Attention is today's most valuable currency. Most businesses struggle to be heard, let alone attract new clients.
For mid-sized businesses who aren't digital marketing experts, the online space can be incredibly suffocating. Out of frustration, they often seek a quick solution to cut through the noise. We want a silver bullet, and we want it now.
On Linkedin alone, over two million posts, articles, and videos are published every day.
The easiest fallacy to fall for
Have you heard about this new thing everyone's raving about?
This brand new social media platform or lead generation software that promises to connect you with more clients than you need or ever dream of. This shiny new digital thing has a cool name, uses the latest and best algorithms and even a new kind of artificial intelligence.
Often, their sales pitch sounds like this: ‘For the monthly cost of ten cups of coffee, our newly released software will generate hundreds of leads while you sleep! Try us free for a month.'
There’s even an app for it and a dashboard where you can see real-time data.
It’s hard not to get excited at first and too tempting not to give it a try.
Yet, several months later, we have tons of followers, likes and data, but no sales. Sounds familiar?
False promises
It can be easy to be blinded by data and forget that following isn’t buying.
Why can’t all these online tools, with their powerful reach, transform followers into buyers? After all, aren’t we living in a world where technology is the solution to everything?
The simple answer is that technology is only part of the solution if we want to communicate online effectively.
When communicating with any audience, technology is only valuable if you have something interesting to say.
What matters is how well your message resonates with your target audience. Not the software or social media platform you use to deliver it.
Why can’t technology, with its powerful reach, transform followers into buyers?
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Focus on the song, not the microphone
Pause for a moment, close your eyes, and think about your all-time favourite song. Try to remember the lyrics. After a few seconds, you might even feel like humming some of the lyrics.
Now answer the following question: which microphone did they use to record it?
You probably don’t know, and why should you care? It's the beauty of the song that makes you like it, not the microphone used to record it.
Of course, a good microphone is essential, but its role is only to convey the beauty of the song. And the best microphone won’t save a bad song.
In today's noisy online world, what makes your audience listen is the quality of your message, not the technology used to deliver it.
Today, technology is the most powerful microphone we have in our hands to broadcast our message to our audience. The belief is that because technology is so powerful, simply using it will get us results. Today, technology is often seen as the silver bullet that will solve all our problems.
But technology is also cheap and accessible to everyone, including our competitors.
So when everyone is shouting into the same microphones, don’t try to outspend competitors: outsmart them instead.
Focus on writing the most beautiful song, the one that will truly resonate with your audience and inspire action. Then, and only then, use technology to amplify and convey your message.
After all, your audience doesn’t care what kind of technology you use to deliver your message. What they care about is the message.
Did you find this article interesting? Get more insights on effective marketing communication by downloading Acacia’s 2022 branding guide: 'The power of purpose".
Boost growth in 2022 with a future-fit brand
Did you know that purpose-driven businesses grow three times faster than their competitors on average? They are also more resilient to disruption and setbacks.
But, conveying your purpose powerfully through your brand is vital to success.
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