Marketers, I hate to say this, but we kinda suck. There’s an awful lot of stuff that we’re doing every day that is simply no good. It’s awful, in fact, and we’re better than this. At this point in time, we should be WAY better than this. We have the ability to connect to our customers in real-time, and understand them on a unprecedented level. We have the ability to send out complex information in formats that make it easy to consume and understand, anytime anywhere.
We have the ability to turn business around to a point where it’s no longer the brand with the deepest pockets who wins customers, but the brand who is the most awesome. Yet, we still trudge along doing things that hold us back like a ball and chain. I say, NO MORE. It’s time to break the bonds, make some new promises, and move forward.
1 – I will not make statements the brand can’t live up to.
Stop fibbing. Stop embellishing. Stop over-promising. Do these two things instead: Make realistic statements AND/OR Improve your product/service so that you deliver on your promises. People are sick and tired of being let down, disappointed, and underwhelmed, and they’re not hesitating to tell their friends. Falling short of expectations is no longer an option. Meet or exceed, or be called out.
2 – I will not view my customers as simply a means to an end.
Your customers aren’t there so you can ‘leverage’ them. I hate that word. Is there any term less respectful of your customers? They’re not numbers, they’re people that you have relationships with. Social media is helping to ‘humanize’ business, so Marketers need to humanize along with it. The value is in the relationships, not simply in the numbers.
3 – I will not pretend that ‘there is no ROI’ of social communications.
Everything you do has an impact, good or bad, that can be measured. Is this impact ALWAYS measured in dollars and cents? No. But it CAN be measured. The key is to identify what area of your business the impact takes place, and then measure the ROI as it relates to that specific area. Saving time on customer service? There’s your ROI. Getting new product development ideas? There’s your ROI. The dots are there for you to connect, so grab your pencil and start connecting.
4 – I will not brag about meaningless metrics.
Fans, likes, followers? No good. Decreased bounce rate, higher share of search, improved sentiment? Good. Give some context to your metrics, and they actually become worth talking about. “Because of X, we achieved Y, which led to Z.” This ties directly in to the ‘ROI’ situation, making it far easier to see what’s helping and what’s hurting. If you’re measuring something that doesn’t give you some kind of insight in to why something worked (or didn’t), then why are you measuring it?
5 – I will not ignore how people feel about typical marketing actions
Banner ads suck. We all hate popups. Opt-in is good, opt-out is bad. Yet marketers continue making terrible choices in spite of overwhelming data that says ‘STOP!!!’. Make the commitment to yourself to stop doing things that people hate, and do more of what people love. Remember ‘do unto others as you’d have them do unto you?’ Well, replace ‘do’ with ‘market’ and run with that. If you ignore popups, blow past banner ads, and junk spam mail as fast as it comes in, then your customers are doing the same. Stop wasting time, money, and energy on stuff that sucks. Go for the stuff that’s awesome instead.
Simple stuff, don’t you think? You can boil it all down to this: Stop sucking, be awesome, and prove it.
This should be the mantra of every marketer alive today. Now, place your right hand on your business card, and repeat after me: Stop sucking, be awesome, and prove it.
This article originally written for http://crowdshifter.com