TV ads, radio, billboards: they are all examples of “push” marketing. “Let’s push our product to the consumer”, says the outbound marketer. There’s no denying that this method works, as it’s been proven over a long period of time. Its effectiveness may be changing though. What is cool suddenly becomes not as cool when advertising takes over. How many of you fast forward commercials when you DVR your TV episodes? I know I do.
The word is getting out on Social Media. More and more companies are jumping on the bandwagon every day. The companies that were in denial years ago are making the change. Yet, I still see that “push” mentality through their social media advertising.
It makes sense. It’s what they’ve been doing for years. What they don’t realize that they are being perceived by their audience as “uncool”. This form of advertising may be hindering their campaign, and they may not even realize it.
Marketing in a social environment is like dating. You can’t be that 21 year old dude that walks up to a chick at 2AM and expects her to go home with him. It doesn’t work for that guy, and it doesn’t work for your customers either. Remember this is a social environment.
Marketing in a social environment is no different than meeting a nice girl at a cocktail party. You need to get to know her. Ask her what she likes to do on weekends. Ask her what she does for a living. You need to take her on a few dates before you get that first kiss. Your audience doesn’t want your product shoved down their throat unless they have a relationship with you first.
Companies still push their product to their customers because they want to see that immediate ROI. It doesn’t work that way. Treat this like a cocktail party or a business networking group. Treat your customers like real people and get to know them first. Once you do that, they’ll research what you do. If they see a need for your product/services they’ll buy from you because they now trust you. They’ll come to you because you are the expert and they have a relationship with you. Who knows, they may even have a friend to refer to you. You never know where your next customer may come from.
Chad VanCalster is a businesss development specialist with Sonix Studio, a web development, design, SEO and hosting firm with offices in Green Bay, Wisconsin and Dallas, Texas. A Computer Science graduate of Northeast Wisconsin Technical College, Chad started his career consulting for large corporations in the northern Wisconsin region, including Wisconsin Tissue, Georgia Pacific and Schneider National, among others.
Through experiences with marketing within his own company, Chad became a student of Internet Marketing, with a focus on Social Media. That eventually branched into helping clients with THEIR Social Media Marketing. Chad is an expert at using social media to expand your credibility and impact in your chosen markets.