Sadly, it’s true. And here’s just a few examples.
You hit a link on some online ‘sponsored’ message, and your phone rings in 3 seconds #$%^$#, or … you get a text immediately. Immediately #$%^$#!!! What? … #$%^$# … I only wanted to get some info emailed to me and, I really don’t want your salesman/woman calling or texting me at 10:00p on a Friday night. Seriously, I don’t. Stop it #$%^$#.
You try to find a phone number on a website, only to find they have no phone number, and ONLY an option to email them a request. Uhhhh #$%^$#, did your customer ‘service’ team all get fired, or sent on vacation? Really, now I do want to talk to a human, and I’m a paying customer; can’t find a human to answer a question RE my account, to save my life.
Oh, back to the first one. And now, you stalk the #$%^$# out of me, with dozens of emails, calls and/or texts, and it’s barely been 24 hours. Really? … #$%^$# … and you think I want to be your customer now? No, I don’t. I’ll find another to give my hard-earned dollars!!
Or often, I’m not looking to buy now, unless it’s shampoo, and I’ll order that online and, it’ll be at my door in a day or two. I’m just interested in learning more about this insurance option, on my own time, or home refinancing, on my own time. In the meantime, I’ll just go grocery shopping at my favorite #HEB, or #Randalls, and I’ll find what I want, in person, like a human – and me still shopping for my own groceries, and choosing my own apples.
Get this. Go to your local branch of your ‘major’ bank and ask to speak to a customer service rep who’s sitting there to answer customer’s questions. So you ask your question. They pick up the phone, and call the same 800# you could call, and they ask the question of their ‘rep’ online, with a code word at the front so they know it’s an internal inbound ‘branch’ call. Uhhh, really, this is how you do it now? #$%^$# – What happened to your customer service, did they all get fired, or you forgot to train them to help me with even basic questions, in person? I’m paying you – I’ll find another bank to do business. Today.
And let’s not forget now, the robo dial calls and texts, even though you’re on the DO NOT CALL list, and it’s been checked and verified. Did you forget to check that, any of you? I spent time listing myself there to avoid these antagonists frustrations, and you maybe ‘forgot’ to purge that list, so you can email me instead. One email would be nice, not 30 in a week.
One big time client has 180,000+ emails in his work email inbox. He’s shared, he can’t get the first email answered before there’s another 10 follow-up emails and now, many scold you for not answering the first email, or say “I’m sure you’ve been busy, did you forget to answer my prior email?”
Really? #$%^$# … uhhh no, you’re stalking the #$%^$# out of me, so I’ll just BLOCK you. How’s that for cutting off your robotic marketing? … now what, you’ll camp at my house or office, and catch me heading to the grocery store? Seriously?
Marketing, this is not. Sales, this is not. Yes, there’s a powerful benefit to online targeting and yet, there must be a limit to stalking #$%^$# that’s going on today. It’s insane. Insane.
Get the point? It’s not that difficult – it’s basic human psychology. Very basic, i.e. it’s not that difficult to understand and, even yourself as an example, you don’t want it either. Yes.
And to think, we stalk #$%^$# them to frustration and agony then, we wonder why they don’t buy. Hold on while I finish LMAO, OMG – what the hell? Is this for real? Someone must be punking me, right? Where’s Ashton Kutcher when you need him? Yikes.
In our business, we speak with marketers every single day – EVERY.SINGLE.DAY of the week. And guess what, they’re all mostly very frustrated. Their sales teams are frustrated, and no one’s much answering the phone any more, rarely responding to emails (unless it’s a known contact), and uhhhh … getting a H2H or F2F meeting these days is near impossible anymore. It’s an epidemic we call ‘bunkering’ and it’s a sad result of a shameful practice.
Read the articles, there are many on these topics, and it’ll only get worse, except for those marketers and sales managers who want to give their customers a more bona fide and productive experience. Honestly, these days, it’s not that difficult to set yourself (your company) apart and above the competition. To start, stop stalking people – it’s not working to produce the result you want and, IN FACT, it’s producing the opposite affect.
If you want to reach people, i.e. your customers, how about sending them a little gift, or a nice gesture of goodwill, or offering them an advantage to doing business with you? Or, what about NOT stalking #$%^$# them? Simple steps cause big results, and this ‘marketing’ madness must come to a halt or, you’ll soon find yourself with fewer customers.
Company after company (large and small) are denoting the reality of this situation and, luckily, some are taking prompt action/s to reverse the saga/mess and, building valued relationships with their customers and prospects. It’s not that difficult but first, you must stop the insanity.
Shared in truth and a bit of humor, and happy to chat any time. These topics are important, and apply mostly equally to both B2B and B2C targeting. Some products/services do well with the online-only options, yet many do not. Think carefully how you’re cultivated a relationship the customer WANTS to have with you and your company.
Try being a customer of your company, and see how it goes. I’ve personally coached many CMO’s to do this, and create a fake profile for a test and, 95% of the time, they call back crying and/or screaming. Yes, they found the truth, the reality of overwhelm on their own, firsthand, and they wouldn’t want to be a customer of their own company.
Sadly, that’s both humorous, and horrifying. It’s time we take smarter/better action, and caring for our customers better, more intuitively, and giving them an experience they’ll want to repeat. Now that’s marketing, and that’s sales – like time-tested and proven over and over.
Building a successful business in any market requires an ambitious marketing team and a strategy that works for you. When expanding your business, you need to be able to trust your marketing team to maximize your reach without overspending or launching campaigns that do not resonate with your target audience. Knowing how to determine the effectiveness of your current marketing team is essential before launching massive campaigns and investing financially in ad spending.
Hold weekly or bi-weekly conferences and meetings with your marketing team to ensure you are moving forward with plans and to avoid wasting time or your investment. Inquire about their marketing plans and ask why they have chosen the methods they prefer. Consider your audience and the way they are most likely to find your website or online presence. Does your audience browse using their mobile phones? Are your prospective customers interested in a newsletter subscription, or do they discover new offers and promotions via social media platforms such as Facebook? A great marketing team is able to relay necessary information to you while highlighting what is likely to work best for your followers and consumers simultaneously.
The most important metrics to monitor with a marketing team include conversions, email opens, and click-through rates on your website, advertisements, and email newsletters sent. Monitoring the metrics of individual campaigns your team launches provides valuable insight into what messaging, subject lines, and promotional copy work best for your target demographic.
Keeping track of your marketing team’s progress is extremely important to remain on track with any goals you have set in place. Ask important questions and hold your marketing team accountable. There are a few ways to improve your company’s marketing game by setting requirements from your marketing team such as:
When you understand what a good marketing team entails, ensure your own marketing team meets your standards and delivers on their promises. With the right marketing team by your side, expand your business while boosting loyalty, trust, and commitment from your prospective customers.
When managing a marketing campaign, sometimes you need some extra help and guidance. That’s where we come in. Our campaigns range from business to business because we fit our campaigns to your needs. Check out what campaigns we have to offer and see which is best for you and your business! Businesses who have used our services have seen up to 341% ROI because of our campaigns! Get in contact with us, and let’s see what we can create together!
In my experience, the combination of online and offline marketing are essential to cutting through the clutter, achieving higher ROI, and attracting top B2B targets. I’ve seen as high as a 50% increase in sales ready leads when we layer online and offline with our vital targets.”
Amazon gets it, for example, that offline channels work. Many companies still are trying to ‘go digital’ so much they’ve put blinders on. Guaranteed, some people would be shocked to learn that many companies, like Amazon, are going direct mail big time. May sound shocking, but not so oddly, it’s working well for them.”
It’s a tangible touch point of value, and there are many options to heighten the impact, vs. the ‘mass’ impersonal approach of many channels, both online and offline. Humans respond to appreciation.”
Let the user specify how they want to be contacted (and contracted). Instead of pushing a channel on them, let your online and offline channels form naturally. For example, American Airlines lets you choose text, voice or e-mail, plus apps and more.
However way THEY connect, that’s the way you want to reach them. This establishes a more powerful channel with amplified interest and, more effective retention both online and offline.”
As a result, the balance of ‘layered media’ is returning full swing today, embraced by many, even while cultivating online channels. Many have already added new expressions of layered offline channels and, they are now garnering even better results with both, specifically by adding tangible touch points. May seem old-school, but it’s working.
When are we going to understand that people do not ‘spend time’ online? They exist in a world where reality blends the two. Digital stuff is just another channel how we live. It’s not a choice. It’s not a behavior.
We don’t ‘go to the power grid’ to boil a kettle, we just make tea. In the same way, we don’t do digital banking, online dating or ecommerce, we just send money, go on dates and buy stuff in 2018.
This isn’t semantics, it’s the outlook and mindset we have to have for the modern age, we have to build for this reality not adapt what we have to just about work in it by bolting things on the side.”
At the end of the day, regardless of whether you’re in marketing for a business-to-business (B2B) or business-to-consumer (B2C) organization, it’s about creating human-to-human (H2H) connections.
With H2H marketing, it’s about creating a compelling narrative, a story that people will actually care about. It’s extremely rare to get people to care about your brand unless you already have a certain amount of prestige associated with your company.” Human value.
You’ve got lotsa itty bitty online carrots ‘floating around’ your targets online all day every day, attempting to entice them to engage an interaction with your company. It’s the combination of both online and offline channels that most effectively engage your most vital targets, unless you have a click-and-buy product/service you’re selling.”
They’ll know your interest as soon as they receive your first tangible touch point and, they’ll have an amplified response increasing over time, including their greater appreciation for the recognition you have given. They’ll take note, whether the phone rings or not (yet); it’s a heightened reciprocity that’s positively lodged in their brain.”
The crescendo is your sales force, which is your biggest and most powerful of all marketing carrots – the biggest, when supported properly. It’s all about driving purchase, one carrot-nudge at a time.”
We’re using valued offline channels more now, simply because we’re drowning in the ‘always everywhere’ overwhelm of online channels that are cluttered, and fragmented. So, why would we not also be where we are seen bigger, bolder, and without drowning over here? Specifically, we deploy a simple ‘be where they’re not’ plan – it’s smart layered targeting working best.”
We build impactful story-telling touch point platforms that amplify highly-valued customer connection. It’s a sales-minded valued asset.
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