I get it – marketing is all about getting your target audience to move in a direction that is beneficial to the brand. It is a company initiative that must turn measureable results. It is a business function that must be accountable to company goals and objectives. It is not an altruistic function.
But something has dramatically changed. Your audience is skeptical of your marketing ploys. Your audience rejects your marketing push if it is interruptive and lacks relevance. Remember, your audience engages with their own network. They often market for your brand and also against your brand. Your audience’s behavior and influence of your brand success has changed, so you must change your marketing approach.
In marketing, we aim to have our audience respond to brand “call to actions.” But we can no longer go straight for desired brand outcomes. We must first build relationships, build trust, and cultivate our audience. Old school marketing communication no longer works. Marketing communications cannot push brand agenda and be a way one pushes brand content. Audiences no longer react positively to this form of brand marketing.
Look, I know I go by the pen name “Social Steve” so you would expect me to push the importance of social media, social marketing, social media marketing – call it what you want. My recommendations and actions are driven by one facet – audience behavior. Current audience behavior dictates the need for you to change your marketing approach. Not social media hype, but mainstream audience behavior.
Last week I presented to 60+ top level executives at an executive forum. I stressed the importance of their need to change their understanding and participation in social marketing. I would say my message resonated with about 1/3 of the audience. The other 2/3’s of the audience seemed very uncomfortable with my push for them to change their marketing approach given current audience behavior. Far too many seasoned professionals are stagnant in their leadership approach. The need to change makes them uncomfortable. All I can say is “shame.” If you are a leader, you must lead based upon the behavior of the audience you want to capture.
So what is the change that must occur to “Getting People Motivated to Do What the Brand Wants?” From a theoretical approach that is easy. You want to build relationships so that your target not only loves your product or service, but they love your brand as well. They love what you stand for and your commitment to customers. The hard part is the execution of this because it takes times. There is rarely love at first sight from a customer to a brand. You must earn their trust, love, and commitment to your brand.
I’ll give you an example. I currently head up audience development for a start up. I am constantly under pressure to increase the number of subscribers. I understand that is the company’s main objective. I get directions from my executive management to communicate, “respond by signing up today.” I know that I cannot ask for that call to action until I have built up some trust from the individuals I look to convert. While my management measures my success on number of sign ups, I must stay committed to building relationships with my audience. I cannot give in to the pressure of pushing for sign ups too early. That will not turn winning results. So while everyone wants results immediately, I have been cautious not to push my audience too early in the relationship. Now, four months into my stint at the start up I am seeing inertia and momentum. I am building strong relationships with the target market and our audience is responding most positively.
Moral of the story, it is easy to give into the objectives and KPIs (key performance indictors) of your company. But in the long run, the results will not be successful. Patience and commitment is required.
If you want to motivate your audience and drive brand objectives, understand your audience first. Play to the audience’s whims and do not be myopic to your company goals. This may sound trite, but play nice, make friends, and then ask for what you want to accomplish. Think about it.
Make It Happen,