Speaking of Netflix, if you’ve seen the show Mad Men, you’ve seen how the suave wordsmithing Don Draper had the ability to convince millions of Americans to change their brand of toothpaste, shampoo, or cereal. In the 50’s all it took was a 30-foot wide picture of Santa Claus holding a Coca-Cola bottle to forever change our perspective on the brand.
If it doesn’t yet, the way you market your company will soon be pissing off your prospective clients. It’s not your fault. Blame it on Netflix.
Half a century later, companies are still doing the same stuff, but we’ve begun to hate it. Why? Ten years ago, we were immune to watching commercials every ten minutes during our favorite show (of course, we’re all imagining Frasier) because we had no other option. We couldn’t imagine it another way. Now with on-demand TV, Netflix, Hulu, HBO Now, we have no commercials. We all pay $9 a month so that our Pandora stations don’t have ads. We even pay another $9 to Spotify to make sure we don’t have ads. In my home, we don’t even mess with cable or satellite TV. Everything is on-demand. So my kids are not used to Disruptive Marketing (Yes, Disruptive Marketing. More on this in a minute.)
Erin and I took all four kids back home to Tennessee this summer to escape the Redding heat and visit our families. As Madeline, our 4 year old daughter, was watching TV while sitting in Grammy’s lap, she began to cry, seemingly for no reason. Her Nickelodeon cartoon had been interrupted by a “My Little Pony” advertisement. She said “Daddy, that’s not how the story goes!” She had no concept of “the commercial”, so she felt violated. This is the beginning of the end for traditional marketing BS. Trust is key to increase sales, and the giants in this trust battle are: traditional marketing vs inbound marketing.
Traditional Disruptive Marketing will not work on my children’s generation. It’s quite ineffective for the millennial generation. And heck, I’m 39, and I catch myself having a negative emotion towards any company that pays to disrupt my ball game with a TV ad, to disrupt my scenic drive with a billboard, or my talk show with someone screaming about an anti-snoring contraption. Even as I write this, all of my research says that I need to order a Purple Mattress today, but I don’t want to. Their ads have been interrupting my video streaming because I have yet to pay for YouTube Red. So there it is. Disruptive Marketing in just four or five years is becoming unproductive at best.
Well, if not Disruptive Marketing, what is there? What other kind of marketing is there? Inbound Marketing.
Inbound Marketing is where a company takes the time to learn who their ideal client is. They define the buyer’s journey, predict the questions they will have all along the way, from being aware that they have a problem, to considering investing in a solution, to actually deciding which solution to spend their money and time on. Each buyer demographic has a different journey. They’re asking different questions throughout each stage of the journey. Inbound marketing is when a company invests not in screaming and shouting about their brand (product, service...) and simply becomes a trusted resource for the answers all along the way.
Inbound marketing actually isn't manipulative. It doesn’t play on your subconscious emotions. It builds trust & Trust is key to increase sales.
For more details on Inbound Marketing, what it is, how it works, and why you’ve never heard of it, click here. But I will tell you that I have restructured my entire company around Inbound Marketing and invested in the client relationships that are required to do it well. I will also say that it doesn’t work for every industry. I didn’t realize that at first and we have failed miserably on the wrong client. But we also have succeeded and exceeded every goal set for other clients, and are now mature enough in this to know the difference.
If you would like to quickly know if Inbound Marketing may work for your business, fill out this form. It will come directly to me. I’ll write back within one business day saying, “Yes, it will work”, “No, it won’t” or “I don’t know” and ask more questions.
I believe in this. I have invested a large amount of money testing Inbound on my own company before offering it to the public. Unless you live in Redding, California, you likely are reading this right now because of our Inbound Marketing department. Last year our company grew more than 100%, and it was year five of the company, not year two or three. It was our first full year doing Inbound Marketing on our own company. We have some tools that you can use as you discover if Inbound Marketing is something for you. Take a look at our inbound marketing checklist. It's free and will give you some guidance as you get started.
If your company or industry is one that it will work for, you need to reach out to us. It can change your world. And your Millennial customers won't hate you.