The business world from which I came included a marketing model that was effectively this: 1) show up at trade events, 2) have a booth, sponsor cookie breaks and wine/dine clients at industry conventions, 3) wait for an RFP (request for proposal) to come from potential clients and hope they have heard of us when we respond with a proposal and 4) request referrals from existing clients to include (sometimes mandatory) in our proposals.
Prior to this, the phrase “build a platform” meant constructing something from two-by-fours and plywood to put on a stage for the band or choir to perform upon.
- Content is king
- Give, give, give ‘til it hurts – then ask
- Don’t go it alone – hire help
- Don’t try to be on every platform and don’t try to hop on every new trend (because they come and go so quickly)
- Beware of the self-proclaimed social media experts (who by my estimation have a ratio of 1000-to-1 wannabees vs. actually talented, knowledgeable, helpful consultants)
- Don’t ignore digital marketing, no matter your business or size
Although I’ve been at this for some time, I’d say we only began true, honest to-goodness digital marketing within the last month. I’ve yet to learn how what we are doing results in clicks, views and ultimately conversions to sales. Way to early to say. But we have started.
Here is a list of things we are doing, which you might find helpful in developing your own digital marketing campaign, but again, I am by no means an expert:
- The Weekly See 7 Newsletter
- Business Is ART blog multiple times per week
- Personal blog (#significance) once per week (referenced on business blog and visa versa)
- 3 Facebook posts per week (minimum)
- Several Twitter posts per day (many predefined and scheduled, others “off-the-cuff”)
- Frequent Instagram posts
- Occasional Pinterest posts (I am not convinced this adds value – but it is extremely simple)
- Weekly LinkedIn posts
- Weekly online, on-demand talk show segments
- I experimented a couple of times with Periscope but have not yet committed to it
There is a whole lot that goes on along with each of those items, like sharing others’ content, developing and making available “freemiums”, etc. but that’s a pretty good laundry list. Sound like a lot? It is. Someday we may have a well-oiled machine but right now we have on our training wheels.
If you haven’t made the dive in to digital marketing or have, but done so ineffectively, I highly encourage you to develop a well-defined strategy. The November 23, 2015 edition of my newsletter The Weekly See 7 is dedicated to digital marketing. Maybe some of the articles referenced there can help you define or refine your own strategy.