Disruptive Marketing is Dead

Disruptive Marketing is Dead

What is Disruptive Marketing?

 

Disruptive marketing refers to communication that is considered intrusive by the recipient.

These are generally outbound mass marketing messages, usually with a hard-sell approach. Traditional forms of interruptive promotional activities include unsolicited sales calls, print marketing and even billboards. Online pop-up ads, push-messages and spammy emails are digital methods that cause disruption.

 

Intrusive and Interruptive

Marketing Does Not Work

 

Why?

Well, for starters, it’s annoying. No one wants to be interrupted by an unwanted and/or irrelevant message. Think about the fact that movies on paid television channels are ad-free, or that web browsers have ad-blocker settings. Some businesses, however, still disregard this trend and continue to use push-marketing tactics. These type of “force-feeding” practices are not well received by consumers who feel that the brand does not respect their time or preferences as an individual.

 

Customer needs and desires have also changed over the years. More so with the emergence of increasingly demanding consumer segments (such as Millennials), as well as the growing use of digital platforms by clients. These evolved audiences have little tolerance for self-absorbed interruptive brand messaging. An irrelevant or unwanted advertisement will be ignored and the marketer regarded with disdain. And once this negative view is established, it is very difficult to connect with such a client in the future as they become unresponsive to any further communication sent by the brand.

 

In addition to customer behaviour, mass marketing is not good for business. Media ad space is expensive, yet does not provide factual data in terms of returns. Untargeted messaging is not an effective use of resources due to excessive wastage. And with ad-blocking device and app functions on the rise, an increasing percentage of “push” communication messages will not even be seen by the intended recipients.

 

Alternative Solution to Disruptive Marketing

 

The essence of successful marketing lies in ensuring customer expectations are met. Social media is an ideal way to communicate with consumers in a non-intrusive and client-based manner. It allows you to connect to your audience, as opposed to just pushing promotional material onto them.

 

Social media is considered a permission-based form of marketing as clients can choose to opt in for more communication by liking or following a page. Engaging and interesting content that is targeted to a relevant audience leads to them choosing to continue receiving messaging from the brand. Quality page posts that add value (for example: articles, tips and guides) pulls consumers in promotes positive customer sentiment. Once users see that the business is client-focused and useful, they are significantly more open to brand marketing messages related to products or services.

 

Users are also able to discover a brand’s page through search engines. This generates inbound audiences that have an existing interest in the business’s offering. The interactive nature and two-way communication channels offered by social media further assist in allowing inbound communication from client to business. Also, the business’s page contains a history of brand activities including value-adds and information. This is a form of storytelling that lets new or inbound audiences see the “bigger picture” and get a sense of overall brand identity. And I’m sure you will agree that it is highly more effective than a traditional broadcast ad or print ad viewed in isolation.

 

From a business perspective, social media returns far outweigh other forms of mass marketing. As audiences can be targeted for maximum relevance, investment is efficiently used. Targeting is especially significant for brands with a niche market or a business-to-business model as it provides a viable way to reach specific clients without having high wastage typical of traditional methods. Reports provide measurable data so that you know what you are paying for.

 

Quite frankly, in the current market climate driven by client needs, there is no room for business-centric hard-sell approaches characteristic of disruptive promotional messages. Communication has to be focused on meeting customer demands in order for brand marketing to succeed. Social media supports the entire client journey, creating a platform to attract and retain customers.  It also delivers positive results through effective, objective-based planning of activities. Invest in your social media presence and compare the results – we are confident that you will be pleased at the outcome.

 

We would love to chat you to about your business requirements over a cup of coffee.

CLICK HERE to contact Social Media 101 – we look forward to meeting you.

 

Can a B2B Company Drive Sales Through Social Media? (Short Answer, Yes)

Can a B2B Company Drive Sales Through Social Media? (Short Answer, Yes)

If you read the title of this article, then you know the answer to this (presumably) burning question is yes! The questions that follow however are why and how?

 

Why Would a B2B Business Need to be on Social Media?

 

The short answer is that you, as a B2B company owner/operator, have come across this article through social media.

 

You did not find this article by searching through your social media platforms in the hopes of finding us. Instead, we found you because of clever targeting and an equally clever article title.

 

Our business too operates in the B2B space and so we completely understand the perplexity of the opening question. The point is that your customers, much like ours, are active users of social media since this space is fast entrenching itself into the way the world operates today.

 

We are sure that you have social media pages set up and their links imbedded on your website, so it is clear to say that you understand the necessity of these platforms. You might, however, not quite understand the hype, be totally sold on the presumed benefit or know how to use these platforms to build and drive a sales funnel.

 

And there it is again, the word sales. How on earth can one drive sales through social media? We will tell you…

 

How Does a B2B Business Drive Sales Through Social Media?

 

The very short answer is data. Rich data that has been gathered through all the years spent on social media providing insights into your ideal customer and then targeting them with the right content.

 

The longer answer is through specialized targeting and carefully created and curated content, a business to business company can find their ideal prospect and then convert them into a long standing client.

 

But I already have long standing clients and my focus is to nurture and grow these accounts.

 

Much the same, through specialized targeting and carefully created and curated content, a B2B company can communicate with their existing clients, building long term relationships, position themselves as a thought leader and drive growth within these accounts.

 

Although both approaches are similar, this is not a copy and paste. Each business requires careful thought and consideration when planning their social media strategy. This strategy needs to be aligned with the overarching business strategy so that those unique objectives can be met. Social media is simply another way to communicate with your clients and prospects and should be considered with as much investment as your sales teams, customer service center, marketing plans and business objectives.

 

Social media offers a platform for companies with niche products and services find and engage with their niche customers and clients, an opportunity that few other traditional marketing mediums can offer. The secret here is to seamlessly marry your business in the real world with your business online.

 

Since you have made it this far, perhaps you are interested in finding out more on how your business can win on social media. Let’s set up some time together to discuss this further since we are confident you are an expert in your field, we are experts in social media.

 

CLICK HERE to contact Social Media 101

 

 

 

 

 

 

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