There is a famous quote by Bill Cosby that states that “the very first law in advertising is to avoid the concrete promise and cultivate the delightfully vague.” For many years, advertisers who should have known better took this advice to heart and bombarded their target audience with vague promises and promotions filled with loopholes. They would create vague and generalized campaigns that targeted the public in general and, as a result, no one in particular.
The emergence of the internet initially served to encourage such behaviour even further. Soon it was so easy to send out one mass email to thousands of people with the click of a button. But it didn’t take long to realize that such methods of marketing are not only impersonal but ineffective. And although some companies still bizarrely phone in such methods, a different approach is needed if you are to be more successful with your marketing; a more direct approach.
Using Social Media in Marketing
With the world wide web being as large and vast as it is, it was really only once social media took hold that people were really able to connect with one another. Sites such as Facebook, Twitter, and Pinterest have completely changed the way in which we interact with each other online, and in turn how companies are able to interact with their customers and clients. If you want to be involved in direct and personalized marketing, social media is the way to go. Create accounts on all of the major sites, and use them.
Knowing What Your Customers Want
One of the biggest benefits of social media is that you can use it to find out exactly what your customers require of you. An increasing number of people are turning to social media to ask questions, sing praises, and vent their frustrations about particular services and companies. As a result, you can use social media to help better focus your marketing. Read your mentions, but also search for your company name on sites such as Twitter, and find out what people are saying about you. A lot of companies are also tapping into big data to allow them to get more personalized marketing results.
Real Promises, Real Results
Once you know what your target audience wants, it is time to give it to them. Instead of vague promises about the quality of your service, give them proper service and real deals. When you run a promotion, make sure that it is actually something they need, and follow up on the promises that you make—no clauses, hidden rules or promotions that don’t actually benefit your customers in any way. This is the sort of direct and honest marketing that will benefit your customers but will also do wonders for your business, both now and in the future.
