Have you stopped and really asked: How relevant am I? Not how relevant you’re as an individual, but how relevant is your business to the shopping public.
This is a key statement! You need to begin looking at customers and prospects as the shopping public.
Prospects are no longer prospects. Customers are no longer customers. They have become educated, informed, shoppers.
If you want to be relevant ask yourself: Am I making it easier for people to shop?
- Are my messages relevant to the searches being made for information?
- Are my methods of communication relevant to the media channels that people desire to access information?
We have dealers who will only use the telephone to communicate with our agency. I know other dealers who still like the fax machine. And there are those who prefer to handle things through email. My point is we have to communicate with our dealers in the manner they prefer.
Your marketing message must be relevant to the market place. You need to be integrating Social Media, digital and traditional media into your monthly plans. You can no longer treat each media channel as an isolated silo. The shopping public isn’t behaving this way, why should you?
The shopping public wants to get the information they desire from the media channel they prefer.
They also expect your message to be more relevant to their search or inquiry.
A great example of how dealers are not making their message relevant is the use of Google Ad Words.
Do a search. Type in any product you like and what you’ll find is two major mistakes.
- The copy in the Google Ad does not specifically match the search. It’s also so generic that it doesn’t relate to the time of year, the event in play or the product searched.
- 90% of the time when you click on this ad you’ll end up on the home page of the dealer’s web site! These dealers are asking the consumer to work even harder to find the information they thought they put into a search bar.