Press pause!

You are just about to finally start but then…

Blockade. You hit the wall. You lost the idea. The motivation is gone. You are feeling uncomfortable. It’s new. It’s different. It’s maybe even a bit weird. Two minutes ago I was the marketing genius and now…nothing.

And what then? You quit? That’s it?

Or you just stop. Press pause?

A big difference!

The true beauty of social media, the beauty of the digital ecosystem, the beauty of marketing as we experience and practice it today is the ability to press pause. To stop.

Try to stop a TV ad. Right now. Try to stop a print ad. Right now. You can’t stop. You need to quit. The old marketing world makes you quit. The new marketing world allows you to stop.

Try to stop a Facebook ad. It’s a matter of a few clicks. A few seconds. You can stop, take the time you’ll need to make things even better and then hit the “Continue” button again. It changes everything! It gives you the opportunity to not only learn faster what works and what doesn’t, but more importantly you can influence the outcome right in the moment of action.

Press pause. Stop. Think. Optimize. Think again. Refine. Continue. Win.

No need to quit.

It’s all about the whole story

Great storytelling is not just about telling the story of your success. It’s about telling the whole story – from scratch. Let your customers become a part of that story. They are the ones that make your story a special one.

Being first is not enough!

“I developed a fantastic marketing strategy. I have great ideas and a brand-new concept. But hey…let’s analyse and observe the competition first. What do they do? Let’s wait for the proof that it could work.”

The reality: Being first is great but not enough.

You need to move. End of story.

The early bird catches the worm because the bird moves first.

There is no way you will gain first-mover advantage by analysing, observing and waiting for the proof.

How many companies are still waiting for the proof that LIVE videos have a huge impact? You too? Everyone is watching the few companies that actually implement it and then we all say: “Look, I always told you … it works.”

The moment you said this sentence is the moment you already lost the advantage.

It’s easier, safer and less risk to not move. I get it.

But that is the reason why the reward is so high for the companies that actually get out there and tap into the unknown. They are first with having an idea and then they do what most other companies are afraid of: they move.

FIRST MOVER ADVANTAGE comes from MOVING FIRST!

Three pillars of digital success

The three pillars that in my opinion determine whether a company establishes a sustainable and successful digital brand are VISIBILITY, RELEVANCE and TRUST.

You will find many companies and organisations that are very successful in reaching a huge audience but have difficulties in establishing trust. Keeping your brand relevant in the fast changing digital environment is harder than ever before.

It is therefore very important to understand that relevance and trust isn’t a by-product of being visible. It’s something a company needs to build up and gain through the value it creates.

By the way…

Your new blog article isn’t a guarantee for more visibility.

5.000 Fans on Facebook doesn’t mean that you established trust in the market.

Ask yourself:

How do we become more visible to potential customers?

How do we gain more relevance within the market?

How do we establish more trust for our digital brand?

You will see that there is no answer that fits all. Each pillar needs to be addressed individually.

Setting up the fundamentals (C.I., brand message, etc.) for your brand is the “easy” part.

But making sure that you become and remain a visible, relevant and trusted brand is the hardest part. And it’s something you need to develop and keep up with in the long-term.

VISIBILITY. RELEVANCE. TRUST.

Do not wait for the perfect idea

Do not wait for the perfect idea or the perfect moment.

Marketers want to reach the right person, with the right message, at the right time, on the right platform.

Bad news: It’s impossible!

Good news: You can start today! Test things and gain more feedback. Learn more about your potential customer. And then optimize.

Start executing and stop waiting for “perfect”!

Great marketing = great risk

At the end of the day, the companies that take the risk of being different, will win.

They question the status quo, they make bold decisions and they reinvent things over and over again.

One step forward is what everyone does. Two steps forward is what gives advantage – if you are willing the accept the risk of falling back again.

Brands are not gaining their competitive advantage through adaptation, but through radical innovation.

The new campaign, the new blog article, the next video, the first customer contact. Be different. Be brave. Accept the risk. Win.

Selling more by keeping it simple

Time for a decision. The big question: to buy or not to buy? Potential customer or paying customer?

Whoever wants to win more customers for their products or services in the digital environment must first of all understand the buying decision process!

What’s does the typical process looks like? He or she compares the price, the brand and the service. Looks for the best deal and much value for less money.

As a reaction to the transparency and the competitive environment on the Internet, the brands increase their marketing messages, incentives, CTA’s, …

More offers, more buttons, more deals. More value?

Instead of helping customers in their decision-making, the customer is left puzzled.

More than 50 different products on one page.

More than 6 CTA’s in one newsletter.

The alleged strategy: More information help the potential customer in the decision-making process.

But less is more. It should not be about the amount of information, but the use of the right tools that help the potential customer to weigh the advantages and disadvantages of the products or services.

From the mini-quiz on the website, which helps the user find the right product for his individual needs, to the video presentation of the various services offered. True to the motto: We will show you which products or services offer the greatest added value.

It not only helps the customers with the buying decision process, but also strengthens trust. Not only in the brand, but also in the products or services. As always: TRUST SELLS!

The problem: More is often easier than less.

However, anyone who wants to be successful in the digital marketing environment must understand that personalizing and simplifying the decision-making process is key to more customers.

KEEP IT SIMPLE!

When was the last time…

… you asked your customers for feedback on your product or service?

… you analyzed your social media postings?

… you updated your old blog articles?

… you not just counted Likes and Shares, but analyzed the profiles of your fans?

… you tried new content formats?

… you looked back?

We all want to move on. 2 steps ahead of competition.

Every now and then, it is time to take a step backwards to take a new start.

To reflect the strategy, to analyze whether the potentials were fully exhausted or where one can optimize something, make better.

But even small things are often forgotten and neglected! What do you think how many companies have not even thought about updating their coverphoto over the past 12 months?

The digital environment is more dynamic than ever. Platforms are changing. The way your audience consumes content changes. Your company is changing!

This makes it all the more important for you to not only look ahead, but also to take the learnings from the past. It’s a process. Start today!

The question is: When was the last time…