Did you know that most business owners market their business using ‘default marketing’?
Default marketing is where a business owner looks at what his competition are doing (or other types of businesses) and copies them. Why do we mistakenly believe that OTHER PEOPLE know more than we do? Why do we think that THEIR Social Media Marketing MUST be working (while ours isn’t)…? And lastly, why do we think that the way we marketed a product or service twenty years ago will work the same way today in Social Media?
Think about it…when you see an advertisement, a promise, a discount, a free-offer… what do YOU think? Do they motivate you to take action and buy the product or service? Generally speaking, NO. We’ve ‘heard it all before’… right?
So, if it doesn’t work on you, why do we think that this default, generic, copycat marketing will work for us? It’s because of default thinking. Default thinking creates default marketing. And that’s why the majority of businesses continually struggle with Social Sell digital products Media Marketing.
Business expert David Packard said “Marketing is too important to be left to the marketing department“. Do you believe this to be true?
If you’ve been in business for some time you could probably appreciate where he’s coming from. Social Media Marketing isn’t a part-time venture.
So you have a few choices:
1. Learn how to market effectively
2. Educate one of your team members
3. Outsource to an expert, results-driven Social Media Marketing Company
Whichever course of action you take, it’s important to remember that ANYTHING you do to market your business will trigger certain thoughts and actions within your customer. That’s all marketing is, it’s a trigger to get someone to take action to buy your product or service.
Here are a few thoughts that are triggered by default marketing:
“I’ve heard this all before”.
“Yeah right”.
“What a load of BS”
“That could never work for me”
“I’ve tried that before and it didn’t work”
“I’ll get one next time”
“They’re going to try to sell me something”
Here is a list of positive thoughts triggered by clever marketing:
“Ooo, this looks interesting”.
“Hmmm…”. “
“That’s amazing!”
“I wonder if I could get those results?”
“Will that work for me?”
“How do I do that?”
“How does he/she do that?”
“How can I get one of these?”
“Where do I signup?”
How can we overcome triggering negative thoughts within our customer?
Create a Guarantee – Remove the risk of them buying, think of the infomercials you see on late night TV). Make it clear, obvious and BIG.
Testimonials – Having existing customers mention the positive results they’ve achieved from using your product/service is what’s known as Social Proof, a powerful technique to embed in EVERY Social Media Marketing campaign.
Scarcity – If you’re wanting to buy a new car and you visit a car yard, imagine seeing one particular car that really catches your eye, the sales person lets you know they’re no longer producing such and such a car, and the one they have is the last one available in the country, and perhaps he’s got two other interested buyers… does your motivation to purchase that car increase or decrease? Of course it increases; we want to buy it before someone else does. The principle of scarcity is a powerful ally in Social Media Marketing campaigns.