Too many brands make mistakes that can be avoided in attracting new customers. We want to solve that right now.
Business is, fundamentally, an exchange between two people – one who is looking to solve a problem or meet a need, the other who has their solution.
The crux of it is that not all solutions are created equal – and not every solution works for every person. It is the digital marketer’s responsibility to demonstrate their distinct niche advantage (aka, business DNA) to attract the right customers.
This happens two ways:
1) by speaking right to the subconscious heart of their ideal customer on as many levels as possible, and,
2) by helping other non-ideal customers understand their solution enough to self-select out of their marketing from the get-go. (Why waste time – for anybody?)
There is nothing more precious to anyone than their time. You can get almost anything else back – relationships, health, love, possessions, etc. – but time marches on at the same unwavering (and sometimes relentless) pace. You cannot get back your wasted time. (Frankly, if anybody is going to waste my time, it will be me! But I digress…)
The Three Deadline Mistakes You Can Avoid
In semi-random order, here are 3 of the deadly mistakes of digital marketing. (See how many you might be making without knowing it!)
1. Digital marketing is more than sending an email.
True digital marketing is strategic, creates an experience of your brand and delivers value to the person it touches, whatever the form (email, video, audio, images, etc.). Digital marketing brings life to your brand in the digisphere. It creates an experience, a relationship and, most importantly, creates outcomes for your (potential) customer. The most valuable outcome is predictable transformation; other outcomes include mindshift, new narrative, fresh perspective and a way to take action.
Digital marketing is also not just words – it is visuals, including images, infographics and videos. One of my mentors told me to evaluate my site by squinting at it – the images should tell the story for the words, and then to read it to see that the words gave context to and supported the images. Try that and see what you get for your brand’s website.
2. Trying to be everything to everyone on all channels.
In our all-access, always-on digital economy, it can be easy to think you need to be everywhere and appeal to everyone. The only thing this accomplishes is a check next to every activity on your list because it couldn’t be more wrong. Your brand must stand out from the cacophony of brand noise in the market (or blend into the crowd). You don’t want ‘everyone’ – you only want your right customers. And your right customers are not tuned in on all channels.
It’s up to you to know your ideal customer so well that you know where they are already looking – then bring unique personality, messaging and positioning for your brand to sing directly to their soul and compel them to act on what they really want (which, secondarily, is through your solution).
Bonus tip: Being too ‘professional’ on social media is not approachable, sincere or likeable. Rather than being the ‘pc’ ice queen / king, be vibrant! Your words should convey personality, warmth and humanity. (Remember, business happens between PEOPLE… not carefully polished chatbots.)
3. Not acting on what you know.
Marketers have moved from just overseeing the brand to driving leads and understanding that data is a tool that helps understand customer browsing and buying patterns. At the same time, while now collecting data and information, they are not using it. If you don’t apply what you know, what’s the point of knowing it?
Your ideal customers are always speaking to you. Their actions tell you what you need to know about your brand. Ultimately, your (non-)customers are voting with their wallet and (lack of) referrals.
At least once a month, go through what you have learned in the past month to see where you need to update, tweak and refine the process, your message, your touchpoints and / or your experience. Remember, this isn’t about negative manipulation – this is about serving your customers better, even before they buy your solution.
By being aware of just these three mistakes, you can correct them, improve your digital marketing and even uplevel your brand with existing customers and attract new customers quickly. Being savvier in how you present your brand is good (for) business.
If you would like a personal assessment of the state of your brand online, let us know – we’ll be happy to personally review your brand and send you our assessment. (Why? Because we want to help!)