What the heck is wrong with people? I guess that question could relate to almost any subject, but I want to concentrate on what I see as short-sightedness with a touch of egocentricity, cheapness and pride thrown in.
Recently, as I talk to more people about their marketing projects, I realize how few of them have actually thought about the marketing side of their business or at least about how important it is and how difficult it is to implement and maintain…
not to mention actually be successful.
They have built the widget, invested money and time and great thought into it, but forgotten they need money, time and thought to market it. I am not talking about sales or selling the idea/product/service. That is an entirely different subject although often given the same respect.
I am talking about spreading the word about it, creating and then relaying its personality and make no mistake about it, each product has a personality or should: We often call it the Brand.
This marketing stuff is huge but let me focus on one example that is rearing its head daily, hourly, minutely…by the nanosecond. And, that is social media.
Frankly, I am learning about it as you probably are. How to best utilize it to make yourself more visible, making sure you have the right content that matches your message and that your message matches your marketing plan. Got that?
But, most people are underestimating the sophistication of such media, like Twitter, for instance. Too many think it is a do-it-yourself operation, and yes, it is pretty darn easy. Just fire it up and tweet away. But, do you know how to build followers?
Do you know how to build the right kind of followers, in your neighborhood or in your key demographic?
That list of followers, like the old mailing list you built to do your direct mail campaign, is incredibly valuable. If you start building it now and keep on building it, when you introduce Widget II, Store II, Restaurant II, whatever, then those people will be in place to hear about it, know about it and tweet, retweet and shout about it. Not to mention that such a list could be a very valuable asset should you want to sell your company.
You may think what I just said is just too obvious, but for lack of foresight and perhaps out of pure cheapness, many people are forsaking such a plan or giving it short-shrift by entrusting their Twitter campaign to a lay-person, someone in their office, their cousin’s kid or even themselves.
Twitter is a form of communication that demands a bit of science. It is growing so rapidly (http://mashable.com/2010/09/07/next-5-years-social-media/) that is outpacing just about everything before it. Still a step-sister to its monster older brother Facebook, Twitter possesses a power of its own, an ability to relay information rapidly, cogently and directly to whomever you choose.
There are many people who believe Twitter is a fad or a form of networking that will be replaced by yet another form of media. But, because of its ability to interface with graphics, video and content, it may actually be the perfect form of media, allowing you to communicate in rapid motion whatever you like, whenever you like, wherever you like.
It is the building blocks of your marketing program, as essential as any advertisement, public relations or other communications form. It requires consistency, thought, good writing skills and marketing savvy.
Don’t just give it to your cousin’s kid.
