People, just like you and me, have now become the major information source when it comes to marketing, advertising, recommendations and ultimately, the decision to purchase. The omnipresence of social media, means that EVERYONE, is now potentially your advertiser, because EVERYONE, now has a voice. In essence, what was once siloed as offline word of mouth has now become potentially viral, word of mouse.
You can’t sell to everyone. Instead, you must identify the people who care most about what you offer. That’s why successful marketing asks questions such as, "Can you clearly state the value you offer, so those who don’t care won’t waste your time?"
Traditional sales and marketing tactics were mainly focused on pushing a message, pushing a meeting, pushing a contact. Content marketing is focused on the pull. It is about getting yourself distributed, so that when you customers come looking for what you have, they find you. Content marketing is about attracting customers, not clubbing them over the head and dragging them back to your cave.
CRM software vendors tout a similar story-line. “Focus on customers,” they all basically say. SalesForce, for example, advocates creating an “Internet of Customers” and become a “Customer Company.” But paradoxically, customer fixation may not be how to best improve customer growth, engagement and customer experience. If anything, establish an “Internet of Not Only Customers.”
Marketing in the digital age is a challenge -- Why? Because the Fourth Wall of social media is tough to breach. The trick is to find the right moment to turn to your audience, wink, and make a quip about the situation (a joke in a movie or play, that is, not your Facebook page). You know what I like to see on Facebook from the brands I follow? Cool stuff made and shared by interesting people. You can’t do this by promoting your boring products, candy bars, and hardware supplies.
When you market your business online, it can often be difficult to get constant engagement and high conversions, because it all depends on your audience. Here are the three most common types of online consumers you will face and how you can tweak your strategy to market to them more effectively.
Improving your conversion rate is important because you can increase your sales without necessarily having to increase the number of people visiting your site. With just a few steps, you can optimize your website to get visitors to take the action you'd like which will allow you to convert those leads into loyal and paying customers.
For purposes of customer engagement on the web, engagement can be thought of as the measurement of attention to something -- which takes us to another ambiguity: what constitutes customer attention to a company's web presence? For each company, what comprises indicators of engagement can be fairly unique.
Customers just don’t care. They don’t care about which tools you are using, how often they are using them, where you are using them, or how you are using them. They just want you to be there when they need you. As marketers, we get caught up in semantics.