McKinsey just completed a large global survey of marketing executives about how they use digital media (internet, social media, twitter etc…) and discovered something that should make you feel better:
- No one is using it to full advantage
- They don’t know how to use it effectively
- They’re not sure of it’s real value
- They’re struggling to keep up
If large, global companies with many resources haven’t figured this out yet, don’t feel bad if you haven’t either!
I believe the hype to hop onto every digital venue is major distraction. Just because many digital media platforms are available doesn’t mean they’re a good communication and marketing tool for you.
Tip of the Day – Focus on What Works for You & Your Clients
So the next time you feel pre-historic because you aren’t tweeting, ask yourself the following questions:
- Where do my clients “go” for information? – If they’re all tweeting and want you to communicate via twitter, then you’d better get on board. If they think tweeting means a bird is chirping outside, then relax and don’t waste your time.
- Where do businesses like mine reach people? – What kind of businesses congregate on Facebook? Personally, I don’t see a lot of professional services hanging out on Facebook. It seems more geared to personal and consumer interests. (If you disagree, let me know what you see different)
- What are the primary modes of communication for my client group? People can only keep track of so many communication venues. Communicate using the preferred forms of your clients and prospects. Forget the rest. You don’t have time and neither do your clients.
- Are current clients and prospects adopting new venues? People do drift into new forms of communication. You do want to move with your clients and your prospects to the formats they’re moving toward. Many older clients are much more email and internet savvy than even a few years ago. If you’re not sure, just ask!
Story of the Day – Kids Reveal the Reality of Human Limits
Just look at the kids around you or ask any parent of adolescents. Their communication trends have changed dramatically in the last five years to ten years. First the kids were emailing, then they were “IM-ing” and then calling on their cell phones. Now they text primarily and use Facebook secondarily (at least in my geographic region). They’ve adopted every form of new technology and moved to it. However, they do NOT use all forms at once.
Even the tech-savvy youth don’t use multiple forms of communication at once. They pick a couple and largely ignore the rest.
Relax when you feel the pull to jump on every platform. Stick to what your clients and prospects like. Then focus on something more important to you and your clients!
Resource of the Day:
Below is the link to the McKinsey study