For years we have been doing marketing a certain way. We put a message down on a piece of paper, we tie it to a relatively good sales offer and pay through the nose to put it in front of as many faces as possible.
Well, when it comes to online marketing, we generally don’t do much different. We take the same message and the same deal and promote it to death, only to find disappointing results. So, we say to ourselves, “and they said this online stuff was the future, HA!”
Well, lets take a step back and look at why this method will always fail.
It is push marketing
When we take a message and force it on the customer it is called push marketing, and it has been the way to go for years. For too long, marketing has been about shouting messages from the rooftops. This platform, based on shouting and broadcasting, will always fail online.
It isn’t audience focused
In traditional marketing we are usually forced to talk to a very broad audience so it is no wonder that it is our habit. Online marketing, however, doesn’t require this same approach. The Internet is unprecedented in it’s ability to connect niche audiences to products. We must learn to be more focused in our approach. Not thinking in terms of a focused audience will get us into trouble fast.
It isn’t human enough
When you were a kid your mom or teacher probably told you to use your ‘inside voice’ a time or two. Who knew that we had different voices, right? Well, I think we do. We have our regular voice that we use when talking to friends and co-workers, and then we also have our business voice that we use on the phone and in our marketing. The business version is very professional, polished, a bit fake, and kinda stuffy. The Internet is about conversation and no one likes to have conversations with marketing robots. We need to be using our regular person voice. The one that is great for talking to friends and having conversations.
More than likely you have committed at least one of these grievous sins in your online marketing. It’s ok, breaking these habits is what we are all struggling with. The key to success is knowing that they are there and working a bit harder each day at correcting them.
The end of push marketing. How to stop pushing and start engaging.
This is article is the fist part to this weeks series about the end of push marketing. Keep coming back for more on this topic.
- The secret to never using push marketing tactics again.
- Three examples of bad online marketing, and what to do differently
- Why focusing on a niche is one of the best things you can do for your social media marketing.
- The final lesson in push free marketing – how to be human again.
Last week we held our first ever Social Media Field Training event in Bismarck and this is one of the major topics that we covered. Our training breaks down these bad marketing habits and helps you replace them with something that will matter to your audience. Specifically, you will learn how to properly talk about your business, how to find and understand your audience and how to structure a good social media campaign. If you have ever struggled with what to say online, then you will appreciate this workshop.