Is online marketing really different to old school offline marketing?

27.09.17 08:44 AM By Rachel Klaver

Nothing draws an audience than talking digital or social media marketing. Everyone's in for the golden ticket - hoping a smidgeon of insight will turn around their marketing and bring in buckets of leads. (good ones!) - of hope that a good old dandelion wish will take them into success. 

We love digital marketing at Identify. We've seen some of the businesses we've worked with double turnover within months, some businesses seeing huge growth where they are able to keep up with demands on lead gen, and seen businesses taking on more staff all due to well-executed digital marketing. There is no doubt it works. And it works very well 

But we've also seen really great campaigns cause an upsurge that dies and can't be regenerated. We've seen campaigns blocked by poor follow through, sloppy customer service and refusal to consider each point of contact as a trust-building exercise - with clients wanting to nail that sale without taking the time to build relationships. We've seen clients ignore complaints, and take every bit of customer feedback as a declaration of war. 

And we've seen others who have stopped to consider that every order is created by a human. 

And all of the above demonstrates why it's really important to understand the principles of marketing both offline and online.

 Marketing at its very base is an amplification of me sitting next to you selling why you should use me and my business. Sales are the core of all marketing - and sales are always developed through trust. Do you trust me? Do you trust my product? Do you trust what it does? 

Marketing activity online or offline need to answer the same question - Can I trust you/this enough to put my time, effort and commitment to it? So here are some things that are true whether you are marketing online OR offline - and how it presents in a digital landscape
  1. Who are you? People buy from people (and brands that feel like they have their own personality). If there is no about us on your website, no company culture shining through, no personal touch around your brand (keeping in mind people like to buy from a story) then people will find it harder to buy from you.
  2. What are you selling?  Imagine the lights were off in a building and you walked into a dark room. Someone hands you a plate of food for you to eat. How easily and comfortably would you start eating from it., without being able to see it first? I often have clients say "why aren't people buying my product?" - only to find there are poor images and poor explanations
  3. How easy have you made it? No one wants to jump through hoops to buy anything. I don't want to have to ask the price of everything in the store, or online. I don't want to try and uncover what's for sale, or whether it's the right thing - I want to know that by looking at it (or reading the label) Our websites are the same. Get strangers to go through buying on your website and see what holds them back. Ask them if any step made them frustrated or unsure. We can't be in the same room with every purchaser - and often the user experience (how people instinctively work through the website) is what turns buyers off.
  4. How are you nourishing the relationship? Here's where you have a huge advantage over anyone marketing offline. You don't know where your prospect is when they first hear about you. They might be sitting there researching with their wallet out. or they might be half listening to their teens conduct a screaming match of epic proportions and not in a place they can make decisions right away. Working out how to capture any information you can from them (from using pixels, to sign up lists to free offers) so you can grow a trust relationship with them and they might come back when the world around them is quieter and they are in a better headspace to buy.
We want the magic button, the quick fix but many try, apply and fall only to feel that the tools aren't for them - and don't work instead of checking in with the above four areas and asking "am I getting this part right?" 

Yes, there are amazing (and often quite freaky from a privacy point of view!) tricks you can employ using digital marketing to grow your business. But it's worthless if the core isn't sorted first. 

It won't matter how good your retargeting is, or how you've set up your conversion goals. You can do all the facebook lives and content marketing you like - unless you're solid on all four points, your business will struggle to see lasting growth. And no amount of digital marketing will sort it out. We LOVE training businesses at Identify. B

ut what we care about most is - will you grow your business with this. Which is why we sometimes make you look at other areas before we look at digital marketing. It's boring and it's not "rocket science" or an awesome bag of tricks. But it does make an impact. And isn't that really all that counts?