Adapting Your Marketing to the Digital Revolution
Millennials, despite being arguably the best generation around.. (I’m biased) have brought a significant shift in the world of marketing, which I'm calling the digital revolution.
WHAT IS THE DIGITAL REVOLUTION?
With over a third of the worldwide population using Social Media, compared to a mere 970,000 people in 2010, it’s clear that the way people are communicating is changing.
But the real question is… Has your marketing adapted to this shift?
You see, advertising no longer consists of cold calling and spam emails, a method often referred to as ‘megaphone marketing’ (shouting your message into a non-consenting crowd and hoping that somebody bites).
Millennials have created a need for companies to deliver their message in a creative, innovative andconversational manner.
This marketing shift isn't about changing what you’re saying, but instead changing how you’re saying it. With 63% of consumers using social media, a statistic of 86% for millennials, you need to be approaching your customers in a new way. Your potential customers are out there, but there’s a strong chance you’re not finding them.
I’ll make it easy. Here are three things you can do to make your marketing more effective…
CREATE A CONVERSATION WHICH CUSTOMERS WANT TO BE A PART OF.
Increasingly, customers want to know a company before buying from them, so a large part of this one is about creating a brand and projecting a company persona which customers love.
Traditional marketing (paper advertisements, cold calls etc) are unwanted by the customer and create a one sided stream of communication. Adapting your marketing strategy to this digital revolution means creating a conversation with your client, not just preaching at them, but giving them a way to engage with your message and consequently, engage with your company.
Beginning the conversation and encouraging people to engage with it is a powerful way to create reciprocal and organic client to company relationships.
COMBINE CONTENT WITH CONTEXT.
This one is simple - think of your customer. Although easy sounding, you’d be surprised at how many marketing teams are creating remarkable content (blogs, videos, tweets etc) but giving it little to no purpose because it doesn't line up with their ideal client. It’s about combining content with context.
Using this tip means understanding your customer; not just knowing who they are, but recognising the depths of their issues and desires, consequently empowering you to provide the relevant solutions andanswers.
Now, if you want to know more about how to establish who this person is and how you can create content which will grab their attention, I have something for you! Click here to grab your FREE guide on how to understand your client and create the right content for them.
When you understand and know who your customer is, you can start a compelling and relevant conversation with them, one which they want to be a part of.
EMPOWER YOUR CUSTOMER, DON’T SELL TO THEM.
Last but definitely not least is a vital element of the digital marketing revolution - the customers’ desire to be informed before buying. Research shows that buyers are typically 57% through the buyer journey (process from potential client to sale) before engaging directly with any company or supplier. This statistic indicates that more than ever, product reviews and company data is being consumed by potential clients before you even get a chance to speak.
People are increasingly wanting to be empowered in making an informed purchase.
You can adapt to this trend by providing potential customers with content which informs them, fulfilling their desire for information and answers, without bombarding them with a pressured sales pitch.
Consequently, they’ll feel empowered to make a decision and will have ultimately recognised your brand as both trustworthy and well-informed, turning to your business when they’re ready to buy! Win, win!
Now, as great as these tips are (in my humble opinion), all your efforts are to waste if you have no idea who your ideal client is, and more importantly, how the heck your content is relevant to them?!
If you click here or the above image, you’ll find a FREE guide I’ve curated, full of practical help on how you can establish who this person is and how your content can help them become a paying customer.
There we have it, three ways you can adapt your marketing to the ever-transforming digital world. Which tip did you find most useful? Start a conversation in the comments below or get in touch!
Thanks for stopping by!