Some of us may be old enough to remember when the interstate freeways in the U.S. were built and transported people across the country in a matter of days and created the infamous suburban flight. And it wasn’t long before advertisers saw the benefit of erecting 50-foot tall banners to display their messages to commuters. Today, these billboards have become not much more than an aging distraction.
Here’s a news flash… our digital advertising is going the way of the freeway billboard.
In the new post-digital world, digital is now the boring normal and B2B marketers must find new ways to stand out to their audiences. Marketers need to immediately halt recycling their digital methods that numb potential buyers into a slow digital death. Post-digital marketers can mix up their strategies to reach buyers where and how they want, with the right message to win new business.
Here are my 5 tips to consider when working toward implementing your post-digital strategy:
- Don’t be selfish – It’s so easy to market yourself, but it’s not as easy to market a solution. We must not get caught up with glorifying our brand and focus on what the customers’ needs are and try to reach them where and how they want to be reached. I can tell you right now that it’s not through pop up ads!
- Creatively stand out – To avoid the billboard effect, we need to find new ways to stand out. We can supplement our digital with more content, conversational selling, account-based marketing, engaging influencers, or even hyper-personalization with hand-written notes. What is old can be new again!
- Deliver massive value – Customer expectations are at an all-time high and we must strive to meet them constantly (billboards won’t do it). Luckily it is easier than ever to listen to customers and understand what they want. Leverage the wealth of behavioral data from customers and prospects to better understand them and market with more value.
- Don’t expect purchases on first click – This should go without saying and could have been easily lumped in with the being selfish point, but just because you have a great campaign doesn’t mean someone will buy. Listen up sales people! Marketing is a journey of building trust and nurturing prospects before they buy – which is becoming more and more common in B2B. We need to reach them with multiple touch points like in point 2.
- Cultivate a user (human) experience – In the book, Marketing Rebellion: The Most Human Company Wins by Mark Shaefer, he teaches that marketers who behave the most human will build the deepest and longest-lasting connections with their audiences. So, we must think like humans, not products or services, to connect with humans to ultimately make a sale.
I recently gave a talk on this very subject at the Product & Growth Summit this past September, where I covered what marketers can do to step up their game. I also went a little deeper into the concept of post-digital – you can watch the talk here ?
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