Photo by localjapantimes via Flickr
Marketing is dead. The way we have done marketing is dead. Marketing has now become all about relationship.
Traditional marketing would have you throw money at a Yellow Pages ad. But today, in most industries that is like pouring cash down the drain. I burned my last yellow pages book I received. I couldn’t find one at any of my friends’ houses even if I wanted to. The new generation of buyers don’t use them. They don’t know how.
Billboards? Expensive. Good for mindshare. But in theory are ineffective for direct response. And let’s face it, as a small business you should be making your marketing living by driving response from every piece of advertising you do. If no response, then why are you advertising?
The true question is “how can you integrate online marketing AND relationship?”
You’ve heard of Twitter? Facebook? LinkedIn? Of course you have.
How would you feel if I emailed you 5 times a day, knocked on your front door morning, afternoon, and evening, and called you every hour on the hour telling you all about my latest marketing package I could sell you?
You’d be annoyed. You would probably call the cops after I knocked on your door in the evening. If you’re from Texas, you may just shoot at me!
Then why are you doing this same thing on all of the social networks? No one cares about your latest deal if you haven’t earned the right to sell it to them. Earn the right to offer a deal. Earn the right to email your clients and ask them to buy.
How do you earn this right?
Start engaging with your target marketing online. Post compelling content. Give us interesting content that helps us in our lives. Start conversations regarding hot topics in your industry. Offer help to those in your online communities. Or maybe makes us smile and laugh!
If you’re a construction company, post tips on your blog on how I can save money this hot summer with my heat and electric bill with just a few, easy home modifications. Make a video of it too and email it!
If you’re a financial planner, why don’t you do a series of educational videos on how to save money at the grocery store. Or part time job ideas for people who you’re trying to help get out of debt.
Maybe you are trying to get new clients and start your business…go ahead and put together a relationship list of all the people you know and then start emailing and connecting the people on your “relationship list” together. Pass referrals to their businesses. Ask how you can help them in their business.
Give to get.
Seth Godin said in Purple Cow, “The old rules don’t work so well anymore. Marketing is dead. Long live marketing!” He argues that it’s time for something remarkable.
Make your marketing remarkable.
It’s time to awaken a new style of marketing. An engagement movement is already here.
The entrepreneurs that find ways to connect with their communities and networks are those businesses that will outshine, outperform, and excel in this ever-connecting, global economy.
What are your experiences with the shift in traditional marketing? Share your successes and failures in the comments below!