When a fighter pilot is cockpit saturated, he/she is in a state of attempting to manage too many systems while under the tremendous stress of combat or any other in-flight scenario that requires extreme concentration. At the same time, "bells, lights and whistles" are going off rendering the ability to manage a rapidly changing situation, an almost impossible human endeavor. Digital marketing overwhelm is no different.
Many of our clients who own small online start ups and in many cases are sole entities, are getting digital marketing saturated. "There's just too much to keep up with and everything is changing so fast!", complains one exacerbated business owner.
Frustrated clients regularly explain to us there is not enough time in the day to mange online content let alone, keeping up with technology. This means taking time away from that all important online sale and it can be a vicious cycle. Throw into the mix, all the entities that are relentlessly reaching out to business owners telling them 101 ways they should go and business owners can have a real circus on their hands. Especially when those 101 ways are more about the sale and less about partnering for success.
The founder of Rogue Wave Productions, Glenn Smith tells a story about his tenure with a small community newspaper owned by Gannett. "In 2004, I was placed in charge of the entire online advertising sales platform immediately after I was hired. The online classified product line consisted of the well-known cars.com affiliate program, homescape.com and apartments.com. Cars.com was the first platform I was asked to sell to new and used car dealerships in our market. The first thing I did was contact the 35 existing accounts and introduced myself as the new cars.com rep. Well, pretty much every dealership I spoke with were disappointed with cars.com. I was baffled considering cars.com provided me with all the marketing and technical support you can imagine. I thought, "Cars.com is the biggest kid on the block when it comes to online classified automobile advertising, how could this be? "
After talking and listening to each and every major stakeholder in the 35 dealerships in our territory, I learned an extremely valuable lesson. I learned that even the best and most powerful online marketing interfaces can fail. I learned that certain technology is better for some clients and terrible for others. I learned that client nurturing through the technological learning curve is imperative. I learned that selling online marketing isn't just about the sale, it's more about setting up people to succeed in the digital space. What this means is identifying the pain-points and creating real-world solutions in a realistic fashion. Relationships with clients is about slowing the technological process down while creating easy, workable solutions to meet their needs. It's about chunking down manageable steps and showing the client how to leverage the digital space to the extent that it becomes easy and less daunting."
In less than a year, Glenn turned around 35 cars.com accounts into satisfied business partnerships. In addition, Glenn expanded the new account base into another 22 subscriptions and earned national recognition for 100% account retention while the rest of the nation was experiencing 45% net loss in the same cars.com community market category. When asked how he achieved this? Glenn says again, "It's not about the sale, it's about listening to the needs of the client and positioning products and services that are going to help the client rather than hinder them. It's about constant follow up to make sure things are working and when they don't, make smart adjustments."
Today, the digital marketing maze with all its options can cripple a small business and too often, you're on your own with too much technology and too many choices. It is the type of business relationship exampled in Glenn's story that makes all the difference in today's digital space. At Rogue Wave Productions, l.l.c. we're prepared to surf the unpredictable waves of change with our clients. We help customers make great Internet marketing decisions that ultimately save time, effort and money. The right choice is better than too many choices and some options are better left for later. Sometimes leading edge technology doesn't fit a businesses digital marketing mix and that's ok for a period.
Scaling a small business or an individual entity's digital strategy takes someone dedicated to monitor what works and what doesn't. It's perfectly normal for a small business to get buried in the mix while they try to manage it "all". It's time to ask for help and that's what Rogue Wave Productions is all about. We offer small businesses a hand up and a clear way through the mobile marketing "jungle".
If you have a small offline business, practice, firm or agency and need to parse out your digital marketing needs, we're nimble and talented to respond quickly and coherently. If you have an online product or service and you're spending too much time and money on your digital marketing with little or no results, we're here to listen and see what we can do to help.
Stop the tail spin into the digital marketing maze and start directing your online efforts into measurable results. We're here and we're ready to help! Please contact us when you're "saturated" or better yet, prevent saturation and partner with us to plan your digital marketing strategy.