Here’s the thing that people get wrong about their web presence:
It’s not about building a second version of yourself, your business, or your industry online. It’s about starting fresh with a new platform to reach a new audience.
But people continue to want to fit their old models and their present strategies into an online plan.
It’s like trying to hook a horse up to a car.
It’s like putting white-out on your computer screen.
Stop applying the old answers to the new questions.
Most of the people that DON’T have an eye for good design are also the same people that DO control advertising purse strings.
If a media salesperson is putting together your entire media buy for you “as a favor”…
Or if a media salesperson is your buddy and is “helping” you buy advertising…
You really need to have a reality check.
I refer you to this once again.
It never ceases to amaze me the number of clerical positions in smaller companies who are also the “marketing person” for the company.
And that’s not a slam against the good people in clerical positions.
It’s a slam against management who complain that their marketing doesn’t work / sales are down / etc…and are wondering why.
Why would you put the person who has chosen to work in a position that requires left-brain thinking in a position that needs right-brain thinking? Why would you put people who have absolutely no skills and no experience in marketing to be the same people to craft and deliver the messages to your current and potential customers?
A few of the job titles that I have seen lately are: “Office Manager/Marketing”, “Medical Records / Marketing Director”, or the ever popular “Loan Officer / Marketing”.
The position of “___ /marketing” is a horrible one. It’s horrible for the person because they’re typically in over their head.
It’s horrible for the company because you’re teaching someone how to swim by throwing them in the water. Meanwhile, your competitors have hired an Olympic swimmer.
Guess who’s going to win the race?
People are discovering the Do Not Call List has an expiration date.
And telemarketers are ready to pounce.
But here’s the thing that someone with common sense would understand:
If someone didn’t want to be marketed to 5 years ago, they probably still don’t today.
Organizations that think things like the do-not-call list, and email unsubscibes are a hurdle are also organizations who like to waste money and resources by trying to market to people who have stated they are not interested.
A smart marketer understands that by only talking to those who have expressed an interest to listen makes your marketing ROI go way up.
Chris Houchens 