“Me Too” Marketing seems to be the standard in a lot of industries, and telecommunications is no exception. Take away all the logos and product names, and it’s almost impossible to tell companies apart. Product messages and value props are virtually interchangeable, resulting in a boring, lazy approach to marketing your business.
Jay Acunzo, VP of NextView and Content Creator for Unthinkable.fm, recently published “Dear Marketing Leaders: Content Creators Are Not Your Line Cooks” which explores the negative effect of treating content creators as glorified ticket fulfillment system. As an agency owner, the post got me thinking about how clients tend to interact with not only content creators, but marketing agencies as a whole.
We’ve seen it time and time again. A client calls and says, “I need to be on social,” or “We need to be [insert buzzword marketing activity here], because [insert Client’s competitor here] is doing it.” After shaking my head and dying a little on the inside, I typically begin the interview process to examine why they believe this is the right approach to take and then try to come up with the most polite way to tell them why they are wrong.
Me Too Marketing
Now, before you get the wrong idea, I’m not one of those people who hates any idea that’s not my own. My frustration with this scenario stems from the fact that the client’s logic seems to be that their business should be doing what the competition is doing – especially if it’s working. And while it’s human nature to take the path of least resistance or attempt to replicate someone else’s successes, this ultimately only gets you so far. At the end of the day, all you’re really saying is “Yeah, me too!” The telecom industry has enough me too running around. Let’s be honest – trying to differentiate yourself to customers and partners in this industry is pretty damn hard! So why complicate this with me too campaigns and risk getting lost in all the noise?
Strategy Drives Business
Strategy drives your business’ success, not the catchy tag lines, impeccable brochure design, and clever social posts. Yes, these things are helpful in executing successful marketing campaigns, but the main ingredient for marketing initiatives that glean success is the fine-tuned, well thought out strategy behind everything you do in the market. The idea that you’re going to see any real victories by simply “being on social,” is ludicrous. Your social strategy needs to be in line with your content strategy, which is driven by your marketing strategy which is tied to your sales strategy, which is driven by – well, you get the point.
Don’t Settle for Mediocrity
In many cases, the challenge lies within the day-to-day stress of running your business. If you’re like most of our clients, you simply don’t have the time or resources to dedicate to strategic marketing efforts, so the inclination is to go after the low-hanging fruit or replicate what others are doing without any consideration as to whether this is the right approach for your business. Dare to be different in your approach to marketing. Leverage the strategic insight that your agency provides. They can be a valuable resource in helping you uncover the culinary genius behind your brand, rather than simply cranking out the “me too” content that leaves you with mediocrity in the market. Don’t have an agency that is focused on the strategic side of your business? Contact Carve Digital and let us help.