See this bad boy? You’re damn right it’s a conversion funnel. This is the marketing diagram that web marketing folks live and die by. Basically showing the percentage decrease from each stage of brand interaction, the conversion funnel is an often-cited reference when talking about social media marketing, inbound link creation and SEO work.
My big problem with the conversion funnel is that although it’s correct, and all the online marketing experts that tell clients to blog, Twitter and use AdWords are right, it inspires companies to make terribly uninspired content.
Let me explain.
I am a firm believer in inbound marketing. It’s less obtrusive than mass marketing, and often can target an audience that is not only more receptive to your brand message, but one that is more likely to refer others to your product, as they found your brand via “word of mouth” marketing. It’s important to be present on Twitter, Yelp and on a company blog, to keep up a conversation with this target market and engage new customers. But what irks me is that this strategy to get new customers often results in lazy, uninteresting content — or worse, branding “white noise” that has little to do with connecting to these new interested users. Mortar Agency posted a great metaphor for that type of mindless social media posting.
My point is, needing these inbound tools is one thing, but actually posting interesting content is another. Writing is important, everyone. If you’re not willing to spend at least three days a week coming up with content that someone actually cares about, or in our case, some new rant, then a blog might not be the marketing tool for you. The same goes for a Facebook — find a way to engage, not to just sign someone up and sit idly. To treat these social media tools as marketing machines is to misunderstand the very purpose of using social networking — it should look nothing like junk mail. And, unfortunately, it often does.
Yes, these web outlets are sales tools, but if I see another “Top 5 Marketing Ideas” post, or another idle Facebook page requesting I be a “fan,” I might shoot myself in the face. Really.
ps – if you really want to break the mold, do like Miracle Whip, and add a bizarre networking tool to your Facebook application. Zing!