The internet and social media have exploded onto the cultural scene over the past decade-plus primarily because digital media appeals to one of our chief desires: instant gratification. People my age and older can remember the days of having to wait until the 11:00 news to see sports highlights. Now we get them on Twitter moments after the play occurs in real time. I tell my son the horror stories of having to go to the library to use things like card catalogues and microfiche, of having to (gasp!) physically take notes from the resources gathered there with real pens and paper.
Now, in the digital age, all that hard work and waiting is over. We get our news, our information, our research with a couple of keystrokes or thumb swipes. So that same increase in speed and accessibility of information should mean brand-building is now similarly “microwaved” right? Brands should no longer have wait to build cumulative exposure and trust; that should happen at fiber optic speed?
Not quite. For as much as the digital age has increased the accessibility of information and “democratized” the broadcast process so that any business now has access to millions of ears and eyeballs, the process by which “brand loyalty” gets established still resides in a different time frame. This is the time it takes for individuals to have multiple experiences that leads to them placing their trust in a given brand.
That doesn’t happen quickly.
Perhaps my biggest challenge as a digital marketer is convincing small business owners and nonprofits that digital marketing isn’t a “get rich quick” scheme. I’ve talked in this space before about the initial challenge of getting this audience to understand the value of participating in the digital space. That’s a hurdle that’s actually cleared pretty easily. Anyone whose spent any time on Facebook or Twitter or seen how Google searches work can see fairly quickly how important that media is to getting the message out.
But when that SBO or nonprofit sets up that first social media account and doesn’t have 10,000 followers in a week, the first question is, “What gives?” There’s a mistaken and prevalent belief out there that the internet and social media are some kind of digital alchemy. Some believe that there’s a direct, real-time correlation between generating content and generating revenue.
Now, some of the fault, if I’m honest, lies in my own industry. There’s too many “snake oil salesmen” still trolling the digital marketing waters. They sell the “get rich quick” folly, take their client’s money, and move on to the next mark.
That’s why I want to take the time to dispel some of these myths and offer small business owners and nonprofits a realistic expectation about the power and speed of digital marketing.
Neil Patel, who I consider one of my “go-to” guys in the industry, has an excellent piece that outlines the many factors that go into making digital marketing success. It’s clearly not “just add water.”
Effective digital campaigns involve layers of content. You can put together the most clever social media posts that get shared across Facebook and Twitter…but if you’re not sending them somewhere they can convert, what did you gain? And what about that “digital showroom” (your website)? Will the user experience there lead them to pull the trigger and buy/donate? Or is it awkward, not mobile friendly, or have other glitches that will cause the customer to go away before making a commitment?
Don’t get discouraged
So, success for your small business or nonprofit in the digital world won’t be microwaved. You’re going to have to work at it. But that shouldn’t keep you out of that world, however. As I’ve pointed out here, once you put in the necessary time and work, the return on your investment for digital marketing far outstrips what you can get through “analog” marketing.
Get some help
Knuckleball Digital understands that small business owners and nonprofits have limited time and resources. We’re a small business ourselves and have decades of experience in the nonprofit world. That’s why we’re the perfect partners for your digital marketing needs.
Let’s get together for a free consultation. We’ll let you know where you need to go to increase your digital effectiveness and how we can help you do it in a cost-effective way. We won’t promise you what we can’t deliver, and we won’t sell you any “snake oil” myths that this is going to be quick and easy. We will deliver outstanding design and content though, and walk with you every step of the way.