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When Online Marketing Fails
What happens when your online marketing stops delivering for you?
is the most terrifying time in any new marketer’s career. That
moment when they are looking at their KPI dashboard and thinking that
things are going awesome because their social media streams are rocking
and there are several thousand dollars of Pay-per-click on the web
every month. That moment when they hear the hastened footfalls of
a sales manager coming down the hallway to rip into them like a monkey
on a cupcake because there are no leads for salespeople, and sales are
As an enraged sales manager yells the junior marketer does not understand when they are doing everything online that is possible to generate leads for sales. I was this marketer once and I remember walking through the halls frustrated and confused and then I came across one of the company’s top sales reps and he provided me with a little advice. He pulled out his antiquated flip cell phone and reminded me that I was a sales person before I was a marketer, and that I should remember that this is actually a phone.
The moment immediately took me back to when I was in the army training young officers in land navigation. Our platoon was conducting land navigation training in the cold unforgiving climate of northern Canada. The candidates were using military GPS units that kept failing and the candidates were getting extremely frustrated because they were having trouble navigating with electronic equipment that did not perform well in the cold. As our group was stopped to do an equipment check the young officer candidates were complaining about the failing equipment when a seasoned senior instructor reached over and tapped one of the young officers on the parka pocket and reminded him that there was a perfectly good compass inside that pocket that was more than capable of working in the cold and would get him to his objective. I still remember his words” Never rely on just one means to get you to your objective and accomplish the mission”.
It was like a light went off inside my head. That is exactly what I had done. I got so blinded by all the new social media platforms, and blogs, and PPC campaigns that I had forgotten some of the classic methods that were tried and true lead/sales generators.
It is a common mistake that many companies make these days. They invest in online-only campaigns because technology is moving quickly and in an age of smartphones, seems only natural. The problem is that many companies are thinking this way and they are not asking themselves if the online mediums are the right market for them and their product lines?
I recently read an article that quoted a survey from a small business consultant named Manta, who reviled that 59% of small businesses don’t see a return on the investment that they make in their social media efforts. The article continued by stating that small businesses should continually revisit their online-only marketing campaigns to ensure they are getting enough ROI, and get little old school by adding some more traditional marketing strategies to achieve better results.
When I read the article I immediately thought of that senior instructor on the navigation exercise talking about using multiple mediums to achieve my objective.
Here are some of the strategies that I have used (and still use) to generate leads, close sales, and constantly prove to management that they are spending too much money, and relying way too much, on social media and pay-per-click.
If anyone takes anything away from this article it is to combine the best tools out there in online, and offline traditional marketing / sales, to increase your company's pipeline. Online marketing is awesome, but everything requires measurement, and if you can’t measure the return on investment for your online campaigns, then why are you doing it?
marketing pros were doing business long before the internet, and if
history tells us anything, they were doing some things right.
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