Where Digital Marketing Sucks
I believe that we are playing by small town rules, as we evolve into social media marketing. Marketing has become one-on-one, and brands that are trying to totally automate the marketing process, are playing to fail.
Because Marketing is essentially a ‘human’ game. Many businesses and brands have embraced digital for two major reasons. Firstly, it is more cost effective, which is okay. The other, is that the process is quite automated, and this is where many businesses get it wrong. I believe that most businesses treat leads as prospects, not as people. So all they are looking for are sales-ready buyers. It doesn’t work that way.
I once ran a campaign for a Real estate company in Lagos not so long ago. The campaign was moderately successful, pulling in about 450 qualified leads. I soon discovered, that the salespeople didn’t follow up these leads at all; as soon as the sales person discovered that the purchase decision wasn’t going to happen immediately, they gave a ‘let us know when you are ready’ speech, and forgot about them. I took this issue to the management of the firm, and was able to build a follow-up marketing plan that so far, has converted about 30% of these prospects.
I believe that many marketers expect too much from digital, because it seems too easy. No emphasis is placed on what to communicate, or how to communicate. If you have a crappy proposition, all the advertising in the world CANNOT help you.
Digital ads as they are now, have little soul. They don’t have the super creativity inherent in traditional media. Way more emphasis is being placed in the power of the media, rather than the brand messaging. That needs to change. Relationship building and nurturing needs to be embedded in the fabric of the overall marketing strategy, be it digital or traditional.
Ok, you get the visitor to visit your website, and convert. Now what? Build a complete marketing funnel, and create scripts for every single stage of the conversion process. People might take a whole year to make a purchase decision. So what? Be patient, and keep nurturing the relationship.
That is where technology helps. With marketing automation applications, you can regularly stay top of mind in your customers minds, while making yourself and your company valuable.
When building your campaigns, try the following tips:
1. Establish the ‘Value’ in the proposition. Note that every single time you want to reach them, there should be some value for the customer.
2. Keep it personal. Don’t go for generic templates with no targeting, no personalization.
3. Stand out. Make your images are attractive, your copy short, and your messages straight to the point.
4. Build a 1 year follow-up plan for each of your prospects, and ensure that you stay top of mind over a one year period.
5. Finally, and most importantly, CARE! Actually give a two cents about the customer visiting your website and sending you information. When prospects call you by midnight because your campaign is running and they need information, for crying out loud pick up the phone and be polite!