I love data. Analyzing more efficient ways to get more customers to my clients’ websites and businesses by any and every metric there is is an obsession. Monitoring CRM sales data, site traffic, search metrics and social media can enhance and improve your marketing efforts….that is, until it doesn’t. The truth is, as much as I lean on it, the dark side of data is that it can lead you to conclusions that are counter to your intuition, particularly when you’re dealing with human beings.
“When dealing with people, let us remember, we are not dealing with creatures of logic. We are dealing with creatures of emotion, creatures bristling with prejudices and motivated by pride and vanity.” – Dale Carnegie
We are emotional creatures ultimately motivated by avoiding pain or seeking pleasure. Moreover, anticipated pain or pleasure is often as powerful a motivator as the experience itself. Logic is only used to justify what our emotions have already deciced.
With few exceptions, we move in and out of a given sales cycles by events that happen in our lives, not by your website or your offer or by how many facebook fans “like” you. A new baby, a blown tire, a change in jobs, an aging mother-in-law who breaks her hip. These things happen and we search for a solution. When you start talking about anything else, or get hyped about social media metrics because the “data shows” this or that, beware. It’s why, while 59% of Facebookers have “liked” a brand or company in the last 6 months, yet only 1% have engage with the brands on the site. 1%! Social media has changed the platform on which we interact to be sure, but it hasn’t changed the motivations behind those interactions. For all the snake oil being sold to get people to ”like” you on Facebook, or follow you on Twitter or Pinterest, your customers will go where anxiety is low. Helping them avoid pain or gain pleasure through great customer experience always wins the day.
Hey, I think I’ll tweet that…