Distraction is the biggest barrier to connecting with new and current customers online. Clarity Digital Marketing specializes in Disrupting the Distraction with Clear Concise Conversations.
Transcript
Robert Riggs: Hi, I’m Robert Riggs and this is Brad Besancon with the new Clarity Digital. We’ve learned a lot over the past three years together and so we’re kind of changing our approach and how we do things. So for starters downtown, Dallas behind us, how many people do you think, as we’re speaking, have a smartphone in the palm of their hand no matter what they’re doing?
Brad Besancon: All of them.
Riggs: All of them.
Besancon: All of them. I mean, one of the crazy things we have learned, Robert, over the last few years is that’s our biggest distraction, in addition to 3,000 to 5,000 brand messages a day hitting us–I think I even counted on my desk. I’m just sitting on my desk, there’s 20 brand messages just on my desk. We touch, tap, or swipe our phones 2,600 times a day and most of us who are in social are on 60% of the time or an hour mobile phone. And the other thing we’ve learned that we just consistently keep running into, we can’t believe it that all these distractions are going on but what happens in online marketing, nobody has a what?
Riggs: A plan or what we call a map, a method, an approach, and a measurement of performance.
Besancon: Exactly, and it seems real simple, right?
Riggs: Right.
Besancon: Before anything gets done, before you go to a grocery door, what do you do?
Riggs: Oh, you make a list.
Besancon: You make a list.
Riggs: You make a plan.
Besancon: You make a plan.
Riggs: “What’s on aisle 5?”
Besancon: And yet we consistently visit with companies that don’t even have a plan or an objective, or goals, or any of the stuff in online marketing.
Riggs: And online marketing has really gotten tougher because of the distraction. There are so many things going on inside that smartphone as well as all around.
Besancon: It’s everywhere.
Riggs: Yeah. So how do we break through?
Besancon: So you’ve got to learn how to break through and that’s what we do. And one of the other things we always see is me, me, me, me, me, me, me. “Let’s go sell them something in social.” “Let’s go tell them how great we are,” and what did we learn?
Riggs: It’s not about you.
Besancon: Not at all
Riggs: And people in this day and age, they don’t like to be sold to. Frankly, they don’t really trust big brands and companies. You got to earn it.
Besancon: And we have a saying, “It’s what you’re telling them, not what you’re selling them,” and that’s kind of been our new focus, what people earn.
We hope to work with you someday. If you find this interesting, we’re here for you. We start out with our brand storming and process called listen, think, speak, and it’s all about the customer. It’s all about your target audience.
Riggs: And we talked about audience or you might think of it as a market, and we have a phrase we’ve coined of Audience Speak and that is, are you speaking the language of your customers and clients? Because if you’re not, they won’t care.
Besancon: And someone else is.
Riggs: Right, and you won’t break through the disruption. You won’t disrupt all that distraction going on; it won’t happen.
Besancon: No.
That’s our Clarity Digital Focus. We hope to maybe work with you someday.
Riggs: Yeah, and if you find out that your likes and engagement are stale and going nowhere, you need to give us a call.
Besancon: Absolutely. Looking forward to it, guys.
Riggs: Thank you.
