Urges to Suppress Marketing Online

4 Natural Urges to Suppress When Marketing Online

Urges to Suppress Marketing Online
Talking with companies of various sizes, from local businesses to Fortune 500 companies, I run into a lot of familiar patterns. It turns out that human nature is pretty consistent, no matter how large or small your company.

If you went to a networking event and started overselling your company to everyone you met, you’d be met with clear non-verbal cues that tell you to tone it down. Ignore these and you’d quickly have no one to talk to.

When marketing online, with no non-verbal cues to follow and respond to, it’s a little harder. You don’t realize as easily that people are turning their backs on your brand, talking about you “behind your back”, or rolling their eyes.

Brands are also used to advertising. When advertising, it’s generally okay to push your selling points, to tie ad dollars to sales and to be front and center with your company’s branding. Advertising is not about building relationships.

There are certain urges that seem to naturally come out when companies market online. When doing Content Marketing or Social Media Marketing, these urges need to be suppressed.

The Four Natural Urges to Suppress When Marketing Online..

1) The Urge to Create Content About Your Products and Services

When a new company blog is launched, it seems the first urge is to start writing posts about your company’s products and services – only from a slightly different angle or voice than your product pages. Maybe to focus more on certain features. Or to explain why someone needs to use this type of product or service. Unfortunately, this blog becomes just an extension of the product pages of your website. Some companies never stop doing this. Are you guilty?

In actuality, it’s better to write about topics that your audience cares about – even if they’re not directly related to your products or services. Provide value, entertainment or resources and they’ll stick around, refer their friends to your content and share it.

2) The Urge to Heavily Brand All of Your Content

I was in the offices of a Fortune 500 company the other day and they asked me what I thought of their content. Unfortunately all of the content was over-produced and slick, heavily branded with logos front and center, and not very valuable to the end users. In fact, people on the Facebook page were openly complaining about being spammed by the brand. Are you afraid to put your great content first and leave your branding as more of an afterthought?

3) The Urge to Shamelessly Blast Your Branded Messages in Social Media

You can tell that people are trying and I applaud them for that. They set up a Facebook business page and post regularly for a few months. But when there are almost no fans and all of the posts are self-promotional, they need a Social Media “intervention”!

4) The Urge to Generate Sales With Each Piece of Content

A financial services company was having an internal debate. One group felt that each piece of content needed to directly correlate to sign-ups or sales. The other group was willing to provide value, nurture their audience and to grow the business over time via a bigger, better platform.

Unfortunately, the slow grow group’s ideas were “new” and were an easy target for the more traditional, tie-everything-to-sales group’s attacks and were fighting an uphill battle. It shows that new ideas requiring patience need leadership from the top to succeed.

Is Your Company Falling Prey To These Urges?

Is your company treating social media and content like an extension of advertising? Are you trying to get sales with each action or new piece of content? Or are you investing in social media as a relationship and building trust with your audience of potential customers, potential referrers and industry influencers?

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I think #1 is ok if it’s used sparingly AND with good reason (ie, announcements, software updates, outages, etc). But yeah, the others are definitely a no-go. Especially #3, I hate that.

Tom Treanor

I agree. Some of #1 mixed in with other value-added content is fine. Some companies just post product updates and that can be pretty limiting! Yes, #3 is a non-starter! Thanks for stopping by..

Web design NSW

Interesting read! Thanks for sharing those four natural urges to be suppressed. Very helpful, indeed!

Tom Treanor

Thanks. I appreciate you stopping by to read!

Natalie Sisson

So true. I have found over many years of blogging that simply providing great how to content, people can action and implement, naturally leads to them buying my products as they can already see the type of value I offer them.

Tom Treanor

Natalie. I totally agree. It allows them to see your expertise in action. Thanks for stopping by!

Charlotte Duren

I keep talking to clients about telling their brand’s stories vs. “branding” and they think that is “inconsistent messages” because the stories are all different! I love the cat photo here.

Tom Treanor

Charlotte. Yes, some people can’t stray from a very direct statements about their company or products/services. Those are tough clients because every piece of content is a struggle. Keep up the good work!

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