If the Internet is so impersonal, why is it so amazingly popular? Many have theories, but I can with 100% certainty tell you why in two little words that all advertisers and marketers hate to hear: user control. That’s all it is. For most of us who are older than 30, mass marketing has been a huge part of our exposure to the outside world. There were once less than 5 TV networks – remember those days? Remember the test pattern on TV when networks were “off the air”?
Those days are never going to return again thanks to the Internet. Any computer user can type in anything they want to know about and get instant information. We have come to expect this level of control in our experiences. Google, Yahoo and MSN conditioned us to be this way.
There are a few people out there that still don’t use the Internet.These people are only interested in engaging people and business they Know, Like & Trust. When they find one, they not only return they refer others regularly. So, how do you accomplish this same experience online?
It still boils down to Know – Like – Trust. If you are a private person, I highly recommend to get over it. With kids using their iPhones to video everything they do and post it on YouTube, do you really think your private life is off limits? The fact is, your ideal clients want to get to know you and have total control over who they work with before they ever contact you. It doesn’t matter if you’re a total SOB, if your ideal client would find that okay.
Case-in-point: I have a few marketing mentors that would curl some people’s hair with their crass attitude. Additionally, they’re experienced, factual and confident. I’ve taken time to learn more about them and they are still experienced, factual and confident – all features I like in my mentors. The crass ones appear more real for me, so I don’t take offense. Warm and fuzzy seems fake.
You need to get genuinely out there for your clients to see and know. New media and Web 2.0 strategies make this easy for anyone with accessible sites offering free exposure for video, blogging, social networks, virtual worlds and more. You don’t need to tell all, but just focus on being you. Good old fashioned PR doesn’t hurt either, but you’ll need to be visible and interesting to get it.
But, what if people don’t like me? Newsflash: No one is liked by everyone anyway. You can’t be all things to all people, so just be yourself for those you will welcome you. If you’re fake, those people might return your products or even become a “demon client”! Better to let them go away before irritating you. “Like” is subjective and in the client’s control. If you are one of those people trying to get everyone to like you, my sympathies. You will lead a very unhappy life and have a lot regrets.
Trust, however, is something you need to earn. There is absolutely no way you can buy trust. It comes over time and is in the mind of the consumer. Some ways to help this are through strategic testimonials, regular communications, exposure and networking. This is an investment that you need to make long-term and consistently. The good news, your competition will probably peter out early on this and if you stick to it you will gain the trust of their clients when they drop the ball.
Anyone can market online if they make these three steps the backbone of their online strategy.
