To Build Your Brand’s Following, You Need to Give Value First

By Rachel Sullivan

There are no shortcuts to good marketing. This may be an unpopular opinion, but I strongly believe it.

Sometime within the last five to 10 years, the meaning behind the term “growth hacking” has morphed into an excuse to use hacks (sometimes more closely resembling tricks) to achieve growth at any cost.

“How can we 10x our Facebook followers by next week?”

“Can we fit more keywords into this blog post so we rank No. 1 on Google?”

“What can I do to get more people to open my cold sales email?”

“People are leaving our site without converting. Can we add some popup forms to increase conversions?”

Sound familiar?

The problem with all of these questions is that it’s all about your company,
and not at all about your audience.

Of course, you have goals to meet and your business ultimately needs to profit. But, by framing your problems in this light, you’re more likely to come up with a solution that only gives you a quick win and hurts your audience long-term.

Too many of these marketing hacks lead to disaster.

Have you clicked on an interesting sounding post in your Twitter feed, then land on a blog only to be inundated by a notice in the footer prompting you to accept cookies, a pop-up blocking the whole screen asking you to subscribe to a newsletter, and yet another pop-up asking you to chat with Rob the Robot?

By the time you click your way out and can see the article, you’re already turned off – and you haven’t even read the content yet.

There’s nothing inherently wrong with any of these approaches, but together, it’s an incredibly poor user experience. Perhaps conversion rates rose a bit, but at what cost? Did any leads become customers?

It’s not just marketers, either. I’ve seen some attempts from salespeople so desperate to make the first connection they sacrifice the possibility of ever building a relationship. A sales rep once called our main office to inform a coworker, “Rachel and I were just chatting over email and she asked me to call.” Besides dishonesty, the problem with that approach is, I don’t work from our main office and so my co-worker knew I wouldn’t have asked to be reached there.

I’ve also had a few sales reps forward what looks to be an internal email chain with their boss, complimenting our organization for doing “great things” and asking the sales rep to reach out – when really it just looks like a staged conversation.

It doesn’t cut it.

Again, the initial calls booked or success rate may increase – there has to be some reason companies keep attempting these weak tactics – but it certainly does not help the long-term relationship or the prospect’s impression of the company.

The right way to build a community.

The B2B buying cycle is different these days, and both marketing and sales teams have to adjust. Buyers have so much information at their fingertips. Gartner found the typical B2B buyer is 57% of the way through the purchasing cycle before they even speak …read more

Read more here:: B2CMarketingInsider

Leave a Reply

Your email address will not be published. Required fields are marked *

CommentLuv badge