Humans are hardwired for instant gratification, and this powerful force often plays into most aspects of our everyday lives.
It affects our decisions to commit to a plan, or more often, our decision to change the course of said plan in hopes of seeing our desired results more immediately.
I’ll be the first to admit I’m guilty of this – I usually hit the snooze button on my alarm two or three times in the morning before I actually get out of bed. I’ve read numerous studies about how those precious minutes between snoozed alarms don’t provide restful sleep. Researchers say it actually drags out the process of waking up, without any benefit from the additional minutes of sleep. So, you won’t wake up any more rested than if you got up on the first alarm, and by this point you’re probably running late. But I still do it almost every morning, and I know I’m not the only one. Because when my alarm goes off, I seek out the instant gratification of pushing snooze and getting another five minutes of (albeit restless) sleep.
So How Does Instant Gratification Relate to Marketing?
Understanding your clients is a fundamental skill every marketing team should take the time to put into practice.
It’s counter-intuitive for humans to practice delayed gratification: waiting is difficult, no one really likes it, and we have an innate desire to want results without delay. We know this is true, because we are humans after all. With this understanding of the nature of people, we take a proactive approach of educating our clients about the process of a running successful campaign, and why it requires time to prove it’s effectiveness.
Today, the constant connectedness created by technology and the open flow of information (thanks, internet!) has only fueled our natural desire for instantaneous solutions. Delayed gratification is usually accompanied by a feeling of anxiety, and can produce internal tension. While we never intend or wish for our clients to feel this way, it’s important that we help them to understand that a good digital marketing campaign isn’t going to produce incredible overnight results. Transparency and communication are at the core of who we are and we do our level best to educate our clients about our process, and why we suggest giving a campaign several months to provide the results they are seeking.
Why Digital Marketing Requires Time to Show Results
An effective digital marketing campaign requires constant revision and analysis, which in turn, needs a sufficient investment of time. Continued analysis helps to determine what the next step should be to maximize efforts and provide quality results for clients.
Some clients mention wanting to pull their campaigns only a month after starting, because they haven’t seen the volume of results they initially hoped for. The reality of it is that a great digital marketing campaign can take months to see a return on the initial cost of investment, but the real benefit comes from the continual, and gradual, increase you will see after that.
To offer a metaphorical example: You wouldn’t start a workout regimen and give up one week later when you don’t (yet) have biceps like a UFC fighter, would you? Logically speaking, of course not- because it takes more time than that. But this is often overlooked, especially in the digital world.
Educate Your Clients
Conveying the importance of investing time in a digital marketing campaign rests on the shoulders of the agency. Don’t shy away from that responsibility- in fact, educating clients should be the foundation of your business. You want your clients to understand the services you offer them, but also how and why these services will help them reach their marketing goals. Foster a cohesive working relationship with clients and make your team available to answer any questions they should have.
If you’re shopping around for a digital marketing agency that promises dramatic results in a month or less, you should probably be weary. We’re not saying it’s impossible to get your business ranking organically on the first page of Google in a few months, but it can’t be guaranteed and it takes a lot of time and effort. There are many factors involved in producing an outcome such as this. This is where the education of clientele comes in. But do more than simply explain the time required to see the desired rankings. Provide clients with campaign timelines and provide quality work, ongoing edits, and continuing analysis to meet the client’s goals.
How to Provide a Sense of Instant Gratification for Your Clients
You can’t make ranking results improve by the end of an initial meeting with a client, but you can aim to give clients a sense of trust and transparency regarding your approach to their campaign. From the moment you begin a dialogue with a client (or prospective client), keep transparency in mind. This includes telling clients exactly what you can provide for them–and what’s outside of your scope–and giving them a realistic timeline of when they can expect to see results.
Additionally, stay in constant contact with clients throughout the process of their campaign, and remind them that a good digital marketing strategy takes time, patience and effort. If a client is willing to give you their time (and hopefully patience), you, in turn, can guarantee that your full efforts will be poured into their campaign, helping them reach their marketing objectives.
How do you help clients understand this concept? We’d love to hear your thoughts in the comments section below.
If you found this information helpful, be sure to check out our post “Increase Website Conversions with 4 Easy Steps”. Organik SEO is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business, contact us today.