Digital marketing is a difficult beast. Everyone thinks they can do it better than the next person and everyone thinks it takes little-to-no-effort to do that. Truth be told, if you want to be successful in digital marketing, you need to be willing to put the time and effort in. You also need the know-how to make smart, strategic decisions. Whether this is to do with business, or your personal ventures online, the odds of becoming an overnight success is about as likely as you beating Bianca Andreescu at the US Open.
Just because you say it does not mean that people should listen.
It’s a hard lesson to learn. It’s a hard lesson to teach. A few weeks back I was talking to a professional acquaintance of mine who was asking me to make a Facebook page for her business. She wanted to give me a $1,000 budget to make a Facebook page for her business that day and proceed to run Facebook advertisements throughout the next few months.
THIS IS NOT EFFECTIVE DIGITAL MARKETING. Though, by definition, it does meet the requirements of being marketing, is it worth the time, effort or money that it’s going to take? Hell no.
I cannot stress this enough. Just because you say it does not mean that people should or will listen.
If you know your way around the internet, what would your reaction be to seeing a Facebook advertisement, or advertisement on any social media platform for that matter, from a company that had no following, no established profile and made no effort to do so?
You’d probably think twice before believing anything that appeared in that advertisement, right? You’d probably make use of the brain in your head and opt for a business with an established profile on social media. Or, at the very least, one with reviews.
But this acquaintance of mine, she’s under the impression that if she pays for the Facebook advertisements, people will pay for her service. Actually, there’s a lot of people out there who believe this. It’s astounding to me how many people operate under the notion that if you throw money at social media, you’ll get what you want.
I’m using this story as an example because I think it’s an important belief that I’d like to quash. If you open a business profile on social media or WordPress with the single goal being to make sales, you will fail. You’ll likely fall flat on your face very quickly into your quest. If you start your own blog, or twitter, or youtube channel, etc.. with the sole goal of becoming famous, you will likely fail. You can buy the fanciest cameras and computers, all of the editing equipment you could ever desire, and it won’t matter.
People need to see credibility in the content they’re reading, watching or listening to. They need to see an established effort to make connection. They don’t just want productions… or opinions jammed down their throats with no character, humility or genuine nature to them. They want something real. If you fail to establish that real, you’re going to sink before your dreams of success will ever be realized.
I’ve been working in digital marketing for a decade. I’ve worked with social media accounts that only have 100 followers and social media accounts that have nearly 100,000. I’ve made the mistakes. I’ve felt the victories and I’ve seen what it takes to make an account go from 100 followers to 100,000. Let me tell you, there is no quick fix. You’re not going to sink $1,000 into Facebook advertisements and have a booming business. You’re not going to sink a couple of ‘Nice Post’ comments into the comment section of another blog and suddenly have enough money to buy a Range Rover.
If you want people to invest in you (because you are integral to this scenario), your social media following, your blog, your business accounts, any aspect of what is online that you are trying to market, you need to work at it. You need to make strategic decisions and take the appropriate time and effort necessary to grow organically. This applies to business. This applies to personal.
Be authentic. Put forth the necessary effort to actually participate in the realms you’re operating. If you don’t, you’ll never find what you’re seeking from social media, blogs, the web in general, digital marketing will forever escape you and you’ll continue to wonder why.