I talk to a lot of business leaders that think of web marketing as something that just happens. They build a site, get top rankings and the sales start rolling in. That mindset comes from the good old days of disruptive marketing. Put out a TV, radio or print ad and just wait for the phone to ring. “If you build it they will come.”
Unfortunately, it rarely works that way. Sure TV, radio and billboard ads still work in their own worlds, but the online world is different. Old school marketing requires you to “talk” hoping that someone will listen. Most people won’t, and many are annoyed that you keep interrupting their favorite TV show.
Online, it’s almost the exact opposite. There the visitor is looking for someone to talk to them, and many times they are hoping it’s you. Offline, when you stop talking the sales dry up. Online, when you stop interacting, people lose interest. In today’s online economy, engagement matters as much as, if not more than, any ad you can create.
Your website isn’t a brochure. It’s a vehicle for customer engagement. Social media is an avenue for your businesses to connect with consumers. And in this world, consumers are not waiting for you to disrupt their entertainment with a commercial, they are seeking you out. But they aren’t looking for billboards or commercials or top search engine rankings, they are looking to have a conversation.
This isn’t a world where consumers fast forward through the commercial. It’s a world where they actual want to connect with the brands that they like.
Good social media is like free air time during the Superbowl. That’s the one day each year where visitors want to see the commercials. Online, every day is a day that visitors want to engage with you. Every search is a cry for help. Every connection on social media is another consumer saying, “please talk to me!”
You are being asked to participate in a conversation with someone who has a direct interest in what you offer. That’s a goldmine! If you want to win your customer’s hearts, heed their calls for interaction. Make yourself available to them and you will be rewarded!