Stop Interrupting…Be Interesting!

television that is showing staticFor years, marketers have devoted their time and energy to pushing messages out to as many people as possible. From interrupting television programs with commercials to interrupting a peaceful evening with phone calls, marketing tactics have traditionally invaded people’s personal space—creating negative sentiment while hoping to find the proverbial needle in the haystack.

While technology has enabled messages to be spread faster than ever, it has also enabled consumers to filter messages more easily than ever before.

Think about it…

…you’ve got a television commercial, your consumers have DVR…you’ve got a phone  campaign, your consumers have caller ID…you’ve got an email campaign, your consumers have spam filters. And the list goes on.

Despite these challenges, marketing is not dead! It’s just changed. And for the better.

While technology has made it harder for businesses to be successful with traditional push marketing, it’s opened the door to engage with consumers in a whole new way—making  it easier for you to reach out to consumers who are already interested in the products or services you provide.

To be successful, you’ve got to change the way you think about marketing.

According to Craig Davis, Chief Creative Officer of J. Walter Thompson, “We need to stop interrupting what people are interested in and be what people are interested in.”

How do you do that?

Well, for starters, you need to be where consumers are—online.

Now, that does not mean creating a website and waiting for the calls to come in. You’ve got to be proactive and make sure your target audience can find you when they need you. You do that through SEO.

But consumers aren’t just looking for passive websites these days. They’re looking for the dynamic relationships afforded to them through social media, including Facebook, Twitter and the blogosphere.

Check out these stats that were just released by HubSpot:

  • 93% of US adults use Facebook.
  • 1 out of every 8 minutes is spent of Facebook.
  • Twitter plays an active role in purchasing decisions.
  • Companies that use Twitter average 2 times more leads per month than those that do not.
  • Companies that blog have 434% more indexed pages than companies that don’t blog; that means there’s more opportunity for people to find you.

If your business is not engaging in social media and establishing an engaging web presence, you are behind the curve.

You also need to be what consumers need.

Having a solid Web presence is not enough. Think of it like a shopping mall. Just because a store is in a shopping mall does not mean you are going to go there. It’s got to catch your attention. It’s got to be interesting and inviting. It’s got to meet a need or desire you have.

The same is true for your Web presence. You have to know how to target the right audience and package your message in such a way as to be appealing to the people you are trying to reach. If you take the time to understand what drives your target audience, it will be easier to create an online space that is appealing and inviting to them.

Being interesting doesn’t just happen overnight. It takes thorough research, diligent effort, trial and error, and a commitment to follow through. But it can be done—and needs to be done if you want to be successful well into the 21st century.