In today’s fast-paced digital landscape, businesses are constantly seeking new ways to connect with customers and drive sales. With the rise of the internet and social media, the opportunities for reaching audiences have expanded exponentially.
However, gaining new clients through this medium seems to be as rare as hen’s teeth. I’ll give you an example. I recently spoke with a business owner who was frustrated by the lacklustre results of their online marketing efforts. Despite investing in a website, sending emails and setting up their social media profiles, they were struggling to attract customers in the way they had hoped.
Reflecting on the early days of the internet, I reminisced about the dial-up connections and slow loading times of the 1990s. Back then, simply being online was enough to set you apart. But technology advanced and the internet became a permanent part of our lives, and along with that we got used to commanding things “right here, right now”. In turn, this has led us into thinking others will react to our businesses in the same way; I mean, who wouldn’t think that being online means we are omnipresent and therefore people would flock to us?! This was exactly how business owner I spoke with thought. However, what he, and many others overlook, is the first rule of marketing – you still need to hustle to get the sale.
Today, getting in front of potential customers is just the first step. Undoubtedly with similar businesses to your own also vying for attention in the cyber world, standing out in front of your potential prospects requires more than just a digital presence. It requires hustle – the same hustle that drove success in the pre-internet era.
Consider the tried-and-tested tactics of traditional marketing: picking up the phone to call prospects, placing ads in newspapers or magazines, crafting compelling offers, attending networking events, sending personalised sales letters, and engaging in face-to-face interactions. These strategies may seem old-fashioned in the age of social media influencers and viral videos, but their underlying principles remain relevant. Whilst the internet has made access to an audience faster and easier it hasn’t eliminated the need for hustle. It’s simply shifted the playing field and introduced new opportunities for engagement.
So, how can businesses adapt their hustle for the digital age? Start by revisiting the fundamentals of marketing: understanding your target audience and knowing where they hang out, crafting compelling messages, and delivering value in every interaction. Then, leverage the power of digital tools and platforms to amplify your efforts.
Use social media to connect with customers on a more personal level, create content that resonates with your audience, and engage in conversations that build trust and credibility. Invest in search engine optimisation (SEO) to ensure your website ranks high in search results and use email marketing to nurture leads and drive conversions.
In essence, the internet hasn’t replaced the need for hustle – it’s simply redefined it. By combining traditional marketing tactics with modern digital strategies, businesses can effectively navigate the complexities of the digital age. By embracing it you will be able to “do the hustle” in today’s competitive landscape and watch your business thrive in the digital age.
As I wrote in Why Local Magazines Still Matter, digital doesn’t mean the death of print — they’re stronger together when used strategically.
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