An email came through my inbox today from a colleague whose company is hiring. It said <Company> is looking for a passionate online marketer who has experience in web content creation, website development and social media. This person will help create and deliver a total marketing solution – combining web, social media, and SEO strategies – in a personalized client experience. (The bold is my addition.)
See, now this is the issue. An online-only marketing plan is NOT a total marketing solution and the companies and business people who believe it is may make some money in the short run, but they’re not going to build the relationships necessary to be around for the long term. You must connect with your target market and customers on a more human level. There’s no way around this requirement. It’s why companies such as Zappos, with missions of “providing the best customer service possible” have human customer service reps you can call instead of only allowing you to order online. It’s why they have such rabid fans.
Humans are wired to connect kinesthetically and interpersonally. That hasn’t changed in the past 20, 300 or 5,000 years. Yes, you can and should have online and electronic components to your marketing and sales plans. And for maximum success, you must incorporate traditional offline strategies as well. Pick up the phone. Send a note through snail mail. Have a package delivered.
Why do offline strategies seem so challenging? Is it because actually speaking to someone on the phone creates the opportunity to say something stupid or awkward or wrong? Is it because you are vulnerable to rejection? Sure, having someone say no to you directly might be harder to hear than not getting an email response back, but the upside is so much greater. You could engage in a dialogue – you know, where you ask questions, listen to the answers and offer relevant information based on those responses in real time!
Some offer the excuse that offline strategies are more expensive, given that sending something in physical form means you have to pay postage or shipping fees. Perhaps. What’s the value of the relationship to you? Is it a cost or an investment? Would you rather enjoy a delicious meal prepared by an incredible chef or just see a picture online? When you are tired of using electronic marketing as a shield, when you are ready (and hungry), you realize the importance of making a tangible connection to your clients.