When I was seven years old I remember getting a a standalone eight track tape player for Christmas. Armed with 3 eight track tapes and two speakers, I played my music as my speakers would handle. Unlike Nigel’s custom stack from Spinal Tap, my speakers did not go to eleven. Wow, I just dated myself, and if you just laughed I dated you too.
If you remember the eight track you remember that it was big clunky and awkward and thanks to technology many people now get their music digitally from itunes. Lets face it technology happens, thank you apple!
Just as technology has changed the way we purchase and listen to music, social media has changed the way business owners can engage the market place; however instead of embracing this “new technology”, many small business owners continually rely on ineffective marketing tools, just to obtain the same ineffective results.
Most marketing campaigns are invasive, unwelcome and fall mainly upon deaf ears, If you need proof look no farther than you. Have you ever thought about how much marketing you personally tune out on a daily basis, probably not. I personally have become to numb to sale speak, I am pretty sure I am not alone. If you need proof just look at your conversion rate, just saying. Regardless of the medium “traditional marketing” a.k.a pontification, serves to talk and sell at me with no opportunity to engage.
The good news for consumers is that they have options to tune you and your message out. Unwanted email goes to spam, unwanted sales calls go to voice mail, unwanted mail gets recycled, I could go on but you get the point. Doesn’t it make sense to start thinking differently about the way we communicate, interact and sell our products with the people that will eventually buy and champion them?
In order to be social, you first have to stop selling and start problem solving. It is important that your “widget” not only solve a problem, It needs to solve a particular problem. Before you propose a solution you must understand if their is a need for your widget and more importantly will it solve the problem in question, in short build trust.
Right now your competition is relying on safe or reliable forms of traditional marketing methods, following the rules set in place by Madison Avenue 50 years ago. It is now time to rewrite those rules, become innovative and start leading the pack.
So what do eight track tapes and how you market business have in common, nothing except being outdated. I look forward to hear your thoughts and if you want to listen to The Bee Gee’s version of Sgt Peppers Lonely Hearts Club Band on high fidelity eight track, let me know.
Great post, Marc.
I wholeheartedly believe in using the personal touch such as a hand-written “thank you” and personal notes to someone I’ve just met, or customers who’ve been with me from the beginning. People usually tell me, “Wow” it was so nice to get an actual hand-written note from you. I forgot what it was like to get a personal letter.”
I also understand the value of social media to problem solve-it’s my favorite part of my job. It IS fun weaving the “old” and “new” marketing together.
Renee
I agree Renee even though social media is a great way to market your business the personal touch is the icing on the cake. People don’t expect a hand written thank you letter anymore and it is something that goes a long way!
So true, Marc! I refuse to watch TV because the ads drive me nuts. It’s Netflix, movies, or nothing. I don’t read the newspaper, hate the radio, and block and report spam.
However, I follow a lot of businesses of all sizes and shapes, and love the resulting conversations. I love coming together to solve problems, share stories, boost my creativity, and I love helping people over a slump or a difficulty without needing to draw them into a contract.
The new marketing is not only more effective, it’s a lot more fun.
Darlene
Thank you for your comment Darlene you hit the nail on the head, Businesses need to be problem solvers and educators, social media allows you to do both. With your clients do you find that they define social media as “Facebook” and what objections are you hearing?
Marc