By Robert Craven, MD of The Directors' Centre

The current business model being 'sold' (usually by the so-called social media experts) seems to be the following three-line mantra:

• Create the offering, ideally claiming to be some kind of expert

• Do the marketing stuff for a bit, including the compulsory something on a Blog, Twitter, FaceBook or LinkedIn, or ideally all four. Ideally, give something away for free; a squeeze page might be of use. Maybe use Google ads...

• Wait to be found

I am not sure that this is really enough - it is the "wait to be found" bit that worries me most. It makes all sorts of assumptions that -

1. You are targeting the right people

2. Your message is on form

3. There is a community waiting for you

4. You can find the community

5. You are able to engage their attention

6. You don't come across as just more shouting/interruption marketing

7. They are listening today

8. They have the need today

9. Your offer is presented correctly

10. There is a need for your product/service

If only it was as simple as the three-line mantra.

Actually, now I think about it, I am not convinced that line two of the mantra, “Do the marketing stuff...", can be quite so formulaic as is claimed.

And now I think about it properly, the same can be said for line one, "Create the offering".

Might as well just wait to be found...

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