This article by Vaughn Rachal was originally published on Scott Klososky’s blog, Technology Story.
Do you receive more than your fair share of “MARKETING” on a daily basis? Over 80% of the mail I receive both physical and the “e” variety is JUNK; I don’t read it, it annoys me, and I search out ways to get rid of it. So, I understand why some business leaders run from the conversation on investing in Digital Marketing although they recognize it is all the rage, everyone is talking about…
Some leaders believe Digital Marketing is synonymous with Marketing Automation, others think it means using Social Media, while others see it as just another way to send more stuff to potential customers. The name “Digital Marketing” does not do justice for what it really is. It is the art and science of leveraging digital technology to augment, extend, or replace human efforts to find, nurture, develop, and maintain relationships with people who influence the success of your business.
Companies and/or individuals that do it right, actually do less MARKETING, and instead become a blessing to the people they serve, customers, prospects, employees, investors, or as we call them, CONSTITUENTS. Doing it right means that you’re attracting people to you, establishing yourself as a relevant source of helpful information and guidance, you’re delivering value when you engage them, and you’re delivering it in a way that gives a feeling of being appreciated. When you do it “RIGHT” you’ll be able to easily tell because it leads to a mutual exchange of information. In sales, revenue is the currency we seek. In Digital Marketing, data is the currency of choices and constituents are willing to share data about themselves because they have come to know that you will use it only to deliver greater value and a positive overall experience.
Prospective customers are more knowledgeable today than in any other time in the history of the world. They have more choices and alternatives available to them, and they have seen just about every “gimmicky” sales and marketing tactic available. If you want to earn more customers, then gain their respect by doing less “marketing” and instead do more “servicing”. Everybody likes someone who is helpful, knowledgeable, and generous. So be generous with your help, gather as much data as is reasonable, convert it into CUSTOMER INTELLIGENCE, so that when you share helpful information, you gain a trusted relationship; the money will follow, you can count on it!
A former CEO of three successful tech startup companies and principal at consulting firm Future Point of View, Scott Klososky specializes in seeing beyond the horizon of how technology is changing the world. His unique perspectives on technology, business culture, and the future allow him to travel the globe as an international speaker, consultant, and author, working with senior execs in organizations ranging from the Fortune 500 to universities, nonprofits, and countless professional associations and coalitions.
