I meet with brands each week and nearly every single meeting comes down to a conversation where they know they need social media, but they just aren’t ready to really pull the trigger in a meaningful way. They see that retail is hurting and they agree they need to do more web business, but it is less than 5% of their total revenue. They don’t have a digital strategy (let alone a social one) and they think that somehow it is going to change. News alert…it wont!
The problem is that they dont understand digital so it scares them. They instead choose to “play it safe” and advertise on traditional mediums like TV, outdoor and mailers (that don’t work) OR even worse they don’t market at all. I would argue (and I think Seth Godin would agree) that this safe approach is the riskiest of all. Failure to act, is an act of failure. Brands need to start changing this mentality, before they go extinct.
If you had a heart attack today and survived, it would most likely cause you to assess and adjust things right away. You would start taking better care of yourself, would consult with experts on how to get there, read blogs and articles for ideas on how to incorporate for yourself personally and would generally take a much more serious stance on your health and well being. It would be a catalyst for you to start doing what you aways knew you needed to, but just didn’t.
So, imagine that your business had a heart attack today and get going on improving its health now. Stop wasting money on things that you cannot track and don’t work. Stop procrastinating on social media and stop putting your fate in the hands of ill equipped junior staff members, or worse in a marketing department that doesn’t believe in or understand it. Start capturing emails and communicating with your customers in a smart and strategic way. Start creating content that they care about and want to read. Start spending advertising dollars on highly trackable platforms such as Facebook and Instagram now.
As we have said before, social media is just a new term for the internet and social networks are just part of the ecosystem. Not using the internet and/or thinking about how to engage people on their mobile phones (where the focus and attention clearly is) in 2016, is like eating bacon and ice cream 7 days a week and never working out. Some people might survive, but the vast majority will drop dead too soon. Don’t be part of the latter group.
Playing it too safe, is super dangerous for your (business’) health!
We help brands and businesses win online. Too abstract? Well let me explain it a bit further.
Most companies are trying to do more online, generate business from their own e-commerce store and/or strike up a conversation with clients/customers/prospects via digital channels and just don’t know how. Either they don’t have anyone on staff who is skilled in these areas (so we fill that void) OR they do, but those people often don’t know how to approach marketing in the year that we live in. So many senior marketers are employing old and/or safe tactics without understanding how to navigate the current terrain. This is a recipe for disaster.
You see, many Marketing Directors have earned their roles over the last decade, and given their trajectory they didn’t have to get into the trenches on social media. As a result they lack the fundamental understanding of how to use it and how to explain the merits to their bosses. It is safer to stick with what they know, than to experiment and explore with social. We look to join their team and help them change that way of thinking and really make a difference through their social efforts. We make it clear that their brand is “on social media” whether they choose to engage in it or not. Those that get it, are one step closer to harnessing the power of it.
We believe that business drives social and not the other way around. First we define what the goals are for the company and then we lay in a social strategy commensurate with those goals. Once we know what we want to do as a team, then we solve for X. Social is about much more than Tweets and Likes and we create a much deeper and holistic digital plan. Website traffic is mission critical as it generates opportunities for an immediate sale and also creates a pool of people to retarget, email and/or communicate with via social channels. We want to get a lot of potential prospects into the ecosystem and then deploy multiple tactics to continue the conversation and move them down the funnel towards transacting with us.
We tell brands:
Don’t try to sell online and then not have Google Analytics (or an equivalent) to analyze the data.
Don’t have Google Analytics setup, but not look at the data.
Don’t spend money on print, radio and TV and then argue about not wanting to spend on social because you can’t measure it.
Don’t stop spending on Facebook because it is pay to play. Start spending on Facebook because it is the most powerful Ads platform ever.
Don’t email “blast”. Have a real CRM strategy in place and email with some purpose.
In the end of the day, stop talking about what doesn’t work (especially without proof) and start focusing on understanding the market and figuring out what does. Things change and tools evolve. If Gary Vaynerchuk put the video above out today, it probably would have been posted natively on Facebook first because that is what the times demand.
It is hard keeping up with the changes, that is true. Good thing we are here.