These same people are having a hard time choosing because what they are finding online are:
• Confusing marketing messages
• Similar marketing messages
• Catchy tag lines
They really do not know who to trust or who to do business with until something stands out where they want to take action. If they can’t find you, your business is on life support.
Let’s agree that, on average, there are hundreds of people who visit your website because your marketing message worked. You stood out and they clicked to your website. But when they interact with your employees, they get conflicting results to your marketing promises, such as no real response, auto responders or recorded messages and emails that don’t answer their questions. If this continues, you people are burying your business.
So here we are with all of this new technology, but have we lost the ability to really connect?
The Internet is a great thing for all of us. It allows us to have information at our fingertips, accomplish more things quicker than ever and communicate with others wherever we are.
But too many companies hide behind technology or have mixed messages across it, which then causes technology to create confusion.
In the past, consumers may have held off making a choice because we did not know our options. I contend that today our hurdle with marketing is that with the proliferation of information, it has become so overwhelming that we have come full circle and are now holding off choice again.
Now your business landscape may be very competitive in ways it never was before. You are dealing with your competition having a similar website, the same SEO package and the same SEM provider. If everyone is using the same technology, have you all just moved up one level but in essence are still the same?
Define and Deliver
Why do we do business with certain companies? It is because we have an expectation of what the experience will be. You need to create that same message so that when they think of what you do, they think of you.
Too many times businesses market in a funnel. They do not understand that your offline marketing has to match what they see online or else seeds of doubt begin.
Now as we move into the other platforms that have different audiences, such as Facebook, Twitter and Google+, you have to tweak the message. The core of the message does not change, but it needs to be tweaked to the audience and platform.
Remember that you are who you are. The experience you deliver is the same and all we are tweaking is the delivery.
If you do not have a clear message, all that technology will do is add on pieces and confuse your audience. If you are not learning how to reach out to your audience and communicate, educate and share with your message with them, your business will die a slow death.