Oftentimes, when marketers fail it’s not because of they got the message wrong. It’s because they were too damn lazy to do it right.
Take Sponsored Posts, for instance. Facebook has made them powerful, affordable and so, SO easy. All you do is click that little “BOOST” button on the bottom right hand corner. It’s just so tempting, isn’t it?! BOOST your post and all your organic reach problems will go away. BOOST and you never have to say “you’re sorry” in a KPI report.
Sure, there are reasons that Sponsored Posts work but here, elegantly in a single photo, Tom Fishburne illustrates why that kind of thinking is folly:
Tom has a little lighter touch than I do but then again, I’ve met these types of marketers in real life and its astounding to hear them talk about what they think works with audiences. The fact is that the above illustration demonstrates a critical gap in what marketers want to accomplish and how much energy and thought they are really willing to put in, in order to make that happen.
For instance, what if that Subway post accompanied a sponsored partnership with a weight loss message board. Yeah, remember message boards? They were social media before media was social. They still exist and tend to have some of the most on-point opportunities for marketers to engage with target audiences. The problem is that its nearly impossible to engage as easily in message boards as it is on Facebook.
This is where footwork comes in. If marketers think about where the conversations occur and exactly what they can do to bring value to the conversation, they would realize that they can’t just phone it in when it comes to consumer engagement. Producing content, engaging with gatekeepers, crafting sponsorship opportunities in unconventional medium are all examples of things that are a major pain in the a$$. The thing is that it works!
Time and again, I’ve seen the investment in knowing, understanding and crafting approaches specifically for your audience. Yes, it takes more time, sometimes more money and definitely more brain power than throwing sponsored messaging at a wall and seeing if it sticks. You know what? So does anything worth having.
So I say to my fellow marketers its time to stop being so lazy. Put the time and effort in and see how that works out for you.
PS: Yes, that BOOST rant was also so I could feature the Ren & Stimpy reference. You’re welcome.